The Changing Dynamics of Customer Delivery Model
By Kevin Vasconi, EVP & CIO, Domino’s Pizza
Embracing the Technological Trends is Key
Other organizations whether small or large are not far behind in embracing the evolving trend of mobility and voice interface and injecting this into their product delivery model. To be a popular customer choice, organizations need to be available anywhere and anytime, and that’s where their mobile applications and platforms assist them. For Dominos, we have 15 different platforms from which customers can order pizza. Furthermore, the platform extension also supports DOM, a branded personal assistant which enables customers to speak and order. These initiatives take friction out of the consumers’ daily interactions and make it more convenient and user-friendly.
The generated data during the consumer interaction process forms the other aspect for the e-commerce organizations. What are the products which are chosen by a customer on a regular basis and how is a consumer using a product, are the sort of questions which can benefit them. By answering these questions with the help of analytics, CIOs enhance and improve the whole order in a funnel, from the time consumers land on one of the ordering platforms until they actually hit submit or order button. Furthermore, analytics assorted with operational and sales reporting dashboards are leveraged by organizations to get insight into the operational sales matrix.
To be a popular customer choice, organizations need to be available anywhere and anytime, and that’s where their mobile applications and platforms assist them
Need to Listen to the Customers
Understanding the varied demands of the global economy, and testing the delivery mechanism has also become eminent for e-commerce organizations and their CIOs to get hold of their business demands. Organizations such as Domino’s use their ordering platforms, fulfillment systems and delivery systems to consume their product to continually improve their consumers’ experience. This constant improvement is based on the customer feedback that the organizations get by spending time in the field or asking customers to fill their experience via web forms. This is where listening to the consumers and acting accordingly becomes very essential, which can result into endowing a competitive advantage to a company. Another factor that contributes in steering a firm ahead of their competition is choosing the strategic partners who not only will provide innovative technologies but also will be involved in the business process. The technologies provided by these partners and the involved corporate RFQ/RFP process in the partnership can be leveraged by CIOs to form a spirally economical, and technologically strategic business plan.
What CIOs need to do?
All these trends and strategies are driven by the constantly transforming consumer behavior, and the organizations that can embrace these trends can be on the forefront of this technological revolution. The recommendation or advice for a fellow CIO would be to get the alignment at the executive level in and share that alignment and knowledge according to the actual risk level a company can tolerate. Sometimes companies have huge risk level, but others are extremely conservative. Thus, understanding the risk quotient, and making sure that there are communication and alignment around, will allow CIOs to build a forward-moving organization. Also, there is a need to balance the risk taking capabilities of the technology and operations department. I think companies can move relatively fast and by introducing the concept of failing fast as failure once in a while is okay as long it is or was a good decision or the best decision that a CIO could have made. These are the kind of things on which you should build an enterprise on.
Additionally, a healthy work culture that fosters rewards and innovation can steer an enterprise forward. Recruiting and developing a team of people that takes great pride in carrying out their organization’s operations are the resources that a CIO should look for. To ensure the best utilization out of employee's skill set, it is mandatory for CIOs to make sure that an employee enjoys his job. The work culture must not punish risk-taking and embrace the concept of calculated risk.
Consumer choices will continue to be the key disruptor in the future as well. Choice and value will never go out of fashion making it essential for CIOs to embrace trends and technologies. Innovative technologies can be leveraged fruitfully if and only if the employees are given freedom by the CIOs to try and inject them in their organization’s delivery model in the quest to conquer the changing dynamics of customer behavior.