Challenge

Domino’s is the largest pizza chain in India with over 50% market share. As well as a network of 1300+ restaurants across the country, it also sells pizzas through partner networks such as online marketplaces and institutions like the IRCTC, a subsidiary of Indian Railways.

But when it came to handling pizza orders in India, Domino’s had a problem. There was no centralised system in place, with all calls diverted to the customer’s nearest restaurant. 10% of these calls were either not answered or dropped, leading to loss of revenue. And this was one extra topping it didn’t need! So it approached VML Commerce for a solution.

When the company decided enough was enough and that it was time to route all calls through a central call centre, it approached us to build the commerce platform to run the new system

Inspiration

Our deep eCommerce experience has taught us that, when it comes to ordering anything, customers are not prepared to wait around. With shopping carts routinely abandoned when people face delays of just a few seconds in a page loading, we knew that no one was going to tolerate a phone going unanswered. We knew this was clearly hitting Domino’s repeat custom.

Solution

We built Domino’s India a brand new call centre platform on Magento 2 to be used by more than 200+ agents daily. The primary objective was to establish a reliable, fast and efficient first point of contact for customers which would improve the efficiency of order taking and order cycles, and drive down failure rates. Key platform features include:

  • CRM integration so agents see customer information and order history in real-time.
  • Integrations with the POS systems at each restaurant to make billing and order confirmation more efficient.
  • Improved workflows to trigger approvals at various levels, including straightforward cancel and reorder functions.

Growth

  • Revenue is up on the back of a significant reduction in the order failure rate.
  • On peak days, more than 10k orders are now placed through the call centre.
  • Recognising the call centre solution as a key part of Domino’s commercial strategy in India, the company is planning to boost capacity to 500+ agents.

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