Domino's Pizza
UK and Ireland is seen as the leader in the fast-growing pizza
delivery market. It holds the exclusive master franchise to own,
operate and franchise Domino’s Pizza stores in the UK, Republic of
Ireland and Germany.
Domino’s Pizza opened its first UK store in 1985. Today, there are 726
stores in the UK, Republic of Ireland and Germany, of these 575 stores
are in England, 48 are in Scotland, 28 are in Wales, 19 are in Northern
Ireland, one is on the Isle of Man, one is a mobile unit, 48 are in the
Republic of Ireland and six are in Germany. The head office is in
Milton Keynes and employees of Domino’s Pizza work in a wide variety of
functions ranging from marketing, IT and training to fresh dough
production. Despite their different roles, all staff are dedicated to
taking great care of their customers and delivering consistently high
quality food on time.
In tune with today’s digital generation
Central to operations at Domino’s Pizza is its IT helpdesk service that
underlines the company’s commitment to innovation. The helpdesk
includes a hosted contact centre based on the latest Connect technology
from Intelecom.
Tim Cawley, Helpdesk Manager of Domino’s Pizza, takes up the story,
“Over the last few years, there has been a definite shift from telephone
to online ordering with around 50% of delivered orders now placed over
the Internet. Many of our customers are young, in their teens or
students who expect real-time interaction at all hours from a variety of
devices including the latest Smartphones. It soon became clear that our helpdesk needed to shift up a gear to keep up with demand from
this growing technically-aware generation.”
Four years ago, before turning to Intelecom, Domino’s Pizza relied on a
traditional telephone system with a hunt group which worked well but
lacked the sophistication necessary to produce meaningful statistics and
better manage call queues and agent time.
Introducing flexibility to manage diversity
During 2011 the Domino’s Pizza helpdesk handled nearly 103,000 calls.
These included queries from stores with technical point of sale
questions and a wide variety of calls from customers, for instance
should they have difficulty ordering their pizzas from the website when
using the latest Smartphones. In addition contact centre agents take
calls from franchise owners wishing to connect to their stores to
download a wealth of valuable live data directly via the latest apps.
Call handling times vary from minutes for a simple pizza order enquiry
up to an hour when a store’s point of sale system requires technical
support.
The contact centre is open from 10.15 in the morning to the following
morning at 5am to support the company’s diverse customer base as Tim
Cawley explained, “You’d be surprised how many people order pizza in the
middle of the night, mainly students or night clubbers who fancy a late
snack and we are there for them.”
Happy staff, happy customers!
The unusual opening hours of the contact centre have affected the
company’s recruitment process. The focus is on offering flexible shift
patterns and remote working to help staff achieve an important work/life
balance that keeps them and the customers happy.
Tim Cawley added, “Remote working is important for staff retention but
it wouldn’t be possible without Intelecom. Working from home or from a
mobile contact centre set up in a hotel for corporate events, means that
staff don’t miss out on team-building events or the countdown to New
Year’s Eve and when adverse weather prevents them from travelling to
work, they simply log in from anywhere, at any time. The flexibility of
Intelecom has proved crucial to running our business.”
Domino’s Pizza’s helpdesk forms an important part of the company’s
disaster recovery plan. In the event of evacuation from the Milton
Keynes offices, agents can shut down all telephones from outside and
simply login from mobile phones to continue to take calls providing a
totally seamless and uninterrupted service to stores and customers while
offsite.
Agents benefit from receiving calls in a timely manner giving them a
wrap-up period and the opportunity to write up notes before taking the
next customer call. By controlling queue types, team leaders are able
to create a positive training experience for new starters by ensuring
they receive the straightforward enquiries first to build up their
confidence quickly.
Despite an estimated 40% rise in online orders, approximately 94% of
enquiries are still handled by telephone making the inbuilt intelligence
of Intelecom vital for routing calls to agents with the right level of
experience to ensure calls are answered personally rather than going
through to voicemail. According to Tim Cawley, “This first point of
contact resolution is essential in a company where we promise to deliver
pizzas within a given period of time.”
Statistics make perfect business sense
Before Intelecom, Tim Cawley and his team relied on anecdotal evidence
to back up requests for additional resources. Recently, using
Intelecom’s Sonar reporting functionality to produce accurate statistics
that are based on hard data, Tim was able to present a sound business
case for recruiting five extra staff to satisfy increased inbound call
demand.
On an everyday level, Tim uses Sonar to track agent activity, everything
from working hours, call waiting times to an hourly breakdown of how
many calls are answered versus number of calls presented during the day
and by queue. The reports are fed into a corporate dashboard and
discussed at weekly meetings, giving senior management significant trend
analysis data that is fundamental to resolving recurring issues and
proactively improving service levels.
This corporate dashboard was created by simply integrating information
held in the Intelecom helpdesk with a separate call logging system to
highlight Key Performance Indicators (KPIs) across all parts of the
business. These KPIs are then measured against specific individual and
functional Service Level Agreements (SLAs) to monitor the performance of
the entire business.
For example, every agent is measured against their own personal SLAs.
Intelecom flags up, with a pop-up alert on the agent’s screen, when a
customer has been held in a queue for more than two minutes, the cut-off
time before routing calls through to voicemail. This means that agents
can prioritise their time, focusing their attention on those callers
who have waited longest.
Dynamic future
Domino’s Pizza plans to build on the success of the current helpdesk
expanding it, with Intelecom’s cloud based support framework, to create a
dynamic central service desk environment. By ultimately linking the
helpdesk into the company’s CRM system, Domino’s Pizza aims to provide a
single point of contact for the entire company with the opportunity to
offer a truly integrated service to staff, franchisees and customers
capable of handling all queries for example enquiries via different
types of media about IT support, pizza ordering and special marketing
campaigns including vouchers and discounts.
The newly introduced broadcast functionality from Intelecom is a taste
of things to come. Should a common incident occur, the contact centre
records an announcement that informs customers via an automated
response, that the situation is in hand together with the expected
resolution time. This approach increases customer satisfaction and
dramatically reduces the pressure on the helpdesk during stressful
times.
Tim Cawley concluded, “Intelecom is an important business tool, giving
us instant and total visibility of agent and customer activity. At a
glance, we know what is happening across our helpdesk operations at the
click of a mouse or when we are out and about on our personal mobile
devices. Intelecom empowers us to make informed decisions and take
proactive steps that make a real, tangible difference to staff and
customers.”
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