MANAGE RESISTANCE TO CHANGE
To make the Pizza Tracker work for all their stores, Domino’s needed to establish a new point-of-sale system that could accommodate the requirements of the order tracking feature.
This new system was met with strong resistance by some of the company’s franchisees, and they filed a lawsuit to stop it. The franchisees were already using a third-party system for their stores, and changing it would mean incurring significant costs and additional training for their staff.
The courts eventually ruled in Domino’s favor, which meant the company could have required all store owners to use the new platform. But instead of just relying on a court ruling, Domino’s made an effort to understand and address their franchisees’ concerns.
The company was able to demonstrate how the new technology made store operations more efficient and less expensive, which would make the additional costs worthwhile in the long run. This made the franchisees more amenable to adopting the new system, and they moved forward with far better alignment.
As a result of their efforts, Domino’s has seen a consistent increase in their global net income year over year, growing from $80 million in 2009 to $510 million in 2021. From a struggling legacy organization, they became a leading digital innovator that consistently delivers exceptional experiences for customers.
HOW CAN OTHER COMPANIES TRANSFORM?
Domino’s was able to achieve massive success after reinventing their customer experience for the digital age. This level of success is entirely within reach as well for other companies through the powerful impact of digital transformation.
At FROM: The Digital Transformation Agency, we have worked with many large brands such as NBCUniversal, JPMorgan Chase, Avis, and Airbus to help strategize and launch successful digital solutions that transformed their customer experience and attained their business goals.
Through our collaboration with these companies, From identified five key steps that organizations take to implement a successful digital transformation.
This five-step approach is explained in more detail in our Wall Street Journal bestselling book, Winning Digital Customers: The Antidote to Irrelevance, but here’s a summary that illustrates how companies like Domino’s were able to execute digital change.