Mayank’s interview style differs from the usual format of set questions and answers. Being a Chief Digital Officer & VP of Domino’s Pizza which is very clear in which he offers deep and thoughtful responses that engage beyond the basics. As he explores and explains different topics, his expressive eyes invite listeners to pay close attention and consider his views. Influencing and engaging through his insights is one of his skills and demeanor makes his interviews truly memorable and stimulating.
During a recent conversation, Mayank explained how the company is transforming customer interaction through the use of data analytics and advanced technologies. Singh described how Domino’s utilizes an extensive plan based on an advanced structure that includes Data Capture, Data Segmentation, and Data Utilization. This method allows the company to gather detailed information about customer likes, actions, and engagements, which is essential for creating customized experiences and guiding focused interactions during the customer’s journey.
A standout example of this strategy is Domino’s “Scan and Win” program. To tackle data collection challenges, especially in carryout channels, Domino’s introduced a gamified approach where customers scan QR codes on pizza boxes. This action triggers a chatbot that collects the customer’s phone number, verifies their email, and scans their order receipt. By integrating this data with their existing systems, Domino’s can provide immediate rewards and further insights into customer preferences. This approach not only enhances data collection but also engages customers through interactive experiences.
Singh also revisited his earlier “3C” framework from nine years ago, which emphasized Convenience, Correction, and Communication. He noted that while these principles remain relevant, the digital landscape has evolved, offering new tools to enhance these areas. For instance, advancements like AI chatbots and predictive analytics enable more personalized and efficient customer interactions. Singh envisions a future where customer service interactions are seamless and engaging, with chatbots that can respond to queries in a friendly, almost conversational manner.
In the future marketing landscape, Singh envisions a heightened emphasis on communication. Domino’s will leverage advanced technologies to send highly personalized messages by integrating real-time data with external factors such as weather conditions. For instance, if it’s raining and a customer has previously ordered a specific pizza on a rainy day, Domino’s could send a tailored recommendation for that same pizza, thereby enhancing relevance and engagement.
Singh cited “the key to everyone is that as soon as you see the technology which is getting created, have a framework in place” which shows the need to match technological progress with strategic objectives. He suggests businesses evaluate how new technologies can meet specific needs and enhance overall customer experiences rather than just adopting them for the sake of it. With the ongoing evolution of digital technologies, Singh’s focus on a structured framework and strategic implementation is still essential for enabling successful customer engagement.
Hungry for more? Don’t miss the chance to take a slice of knowledge in the Retail and E-commerce Summit Asia this coming 26th of September at One Farrer Hotel, Singapore. Let’s digest more insights from our industry experts together!
