The Speed of Culture Podcast: Domino's Recipe for Digital Success

Chief digital officer Christopher Thomas Moore on the future of technology in customer service

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

In an era when technology is reshaping every facet of consumer interaction, businesses are compelled to innovate continuously.

On this episode of The Speed of Culture podcast, uncover how pizza chain Domino’s harnesses digital innovation to redefine customer experience with chief digital officer Christopher Thomas Moore.

Moore’s strategic insights into leveraging AI, enhancing app usability and the importance of personalization offer a fascinating glimpse into how this leading brand stays ahead in the digital age.

The Speed of Culture host Matt Britton and Moore also discuss the future of technology in customer service, the evolution of consumer engagement through social media and the pivotal role of personalization in marketing.

Key takeaways:

  • [00:01:33] The Role of AI in Customer Engagement: In the discussion on AI’s role in enhancing customer service, Moore presents a balanced view, acknowledging the potential AI holds in revolutionizing customer interactions while also calling out the hype surrounding it. The continuous development of AI technologies promises to offer significant advancements in how brands engage with their customers, making services more efficient and personalized. However, Moore advises a cautious approach, suggesting that brands should focus on the practical, tangible benefits AI can bring to customer engagement.
  • [00:10:06] Importance of Test and Learn Strategy for App Usability: Moore underscores the critical importance of a continuous testing strategy to refine app usability. By implementing a test-and-learn approach, brands can make incremental adjustments that, over time, significantly enhance the user experience (UX/UI) of their digital platforms. This process involves regularly iterating on the app’s design and functionality to identify and eliminate friction points and enhance usability.
  • [00:13:09] Innovating Loyalty Programs: Domino’s revamped its loyalty program to provide increased value to its customers, a strategy that stands in stark contrast to the common trend of reducing benefits. This move underscores the importance of offering real value to consumers to foster engagement and positive feedback, serving as a model for other brands looking to elevate their customer retention strategies. Brands should enhance loyalty programs with substantial value propositions to drive stronger customer engagement and loyalty.
  • [00:17:58] Social Media Strategy and Content Creation: Moore sheds light on the bespoke content strategies that are essential for engaging audiences across different social media platforms, with a special emphasis on TikTok’s pivotal role in Domino’s social media success. This highlights the necessity of tailoring content to fit the unique culture and user expectations of each platform to achieve maximum engagement.
  • [00:26:42] Balancing Hard Work With Enjoyment: Sharing his mantra of “work hard, play hard,” Moore emphasizes the significance of finding joy in life alongside striving for professional success. This balance between hard work and enjoyment is crucial for a fulfilling career and life, suggesting that satisfaction in one’s personal life can enhance performance and achievement in the professional realm.