Domino’s Pizza Case Study: Automating 30% of Support and CRM Integration

Tell us about Domino’s Pizza and the role of digital innovation in customer service for a global brand

Digital innovations for speed and customer convenience

Domino's Pizza is the global leader in pizza delivery, combining speed and convenience with modern technology. Through mobile apps, an online order tracker, and innovative engagement channels, the brand makes the ordering process simple and seamless.

Global scale and unified quality standards across 90 countries

Today, Domino’s operates more than 12,500 restaurants in more than 90 countries ensuring consistent quality and a recognizable taste worldwide.
This is made possible thanks to clearly defined operational standards and technological control at every stage of production.

Audience loyalty and a proven business development model

The company builds customer loyalty through regular promotions and affordable pricing, while offering partners a proven franchise model that enables them to run successful businesses under a trusted global brand.

What service quality standards and key metrics (KPIs) help you maintain consistent interactions across all channels?

Key priorities: speed, quality, and service convenience

As with any company operating in the food delivery sector, the most important performance indicators for us are those that reflect speed, quality, and ease of interaction—for both our customers and our support teams.

It’s no secret that one of Domino’s biggest advantages is fast delivery. That’s why we closely track delivery times, on-time order percentage, customer satisfaction levels, and support efficiency.

The main metrics we focus on are:

1. Quality control and customer satisfaction level (CSAT)

Customer Satisfaction Score (CSAT): measured through post-delivery surveys.
Customer feedback analysis: helps us identify our strengths—what makes customers choose us again—as well as potential areas for improvement.

2. Operational efficiency and support team productivity

To evaluate the performance of the contact center and support team, we use the following KPIs:

Average response time: the speed of replies in messengers and other channels.
Number of processed requests: an indicator of the team’s overall productivity over a given period.
FCR (First Contact Resolution): the share of requests fully resolved during the first interaction, which serves as a marker of high operator training quality and the effectiveness of configured workflows.

What technological improvements and AI solutions from ConnectiveOne do you plan to implement to automate and enhance service quality?

Migration from Zendesk and review management within a unified ConnectiveOne ticketing system

Adopting ConnectiveOne to manage customer feedback from the company website and other sources.

Ticketing system integration to automate customer service workflows, provide a full self-service interface, and allow customers to track and manage their requests. Previously, Zendesk was used for feedback collection.

Full two-way integration of the ConnectiveOne platform with Domino’s CRM and ERP systems

Full two-way integration of ConnectiveOne with Domino’s CRM and ERP systems to automate routine processes, saving managers up to an hour per day.

Iterative implementation of AI-driven automations into the company’s business processes

The first step includes launching an AI agent to handle frontline support for informational inquiries and customer consultations. We plan to resolve up to 30% of incoming requests at this stage, with the agent trained on our internal knowledge base and corporate tone of voice.

Introduction of a fully automated self-service process and automation in Telegram

Comprehensive self-service automation, starting with Telegram and later expanding to other customer channels, enabling customers to resolve their issues 24/7 in the shortest possible time.

Proactive communication through messenger-based campaigns

Proactive outbound communication, using messenger campaigns adapted to customer preferences.

Omnichannel approach: consolidation of all channels into a single interface

Omnichannel request handling, consolidating all customer interactions and messenger channels into a single platform to simplify engagement and accelerate support processes.

Domino’s Pizza and ConnectiveOne: a New Standard of Automation in Food Delivery