Today’s digitally connected consumers are continuously exposed to extraordinary digital experiences – think of brands like Apple, Netflix and Amazon, how their products and services are infused into our everyday lives. To many, these brands have transcended beyond what their products and services can do. Instead, it is about how we feel through the usage of these brand’s products.

The implicit, and often subconscious question we ask themselves is “what experiences did (or will) I have with brand X?”. Moreover, we desire experiences which are contextually meaningful and personally impactful, each of which is unique and individualized. We cannot concretely define what or how that experience should look like, but we know it when we experience it. When a brand delivers on this, it leaves a lasting impression, a delightful “wow”, which drives loyalty and advocacy.

The impetuses for organizations today is no longer to only deliver experiences through your products and services. Your brand, your organization IS the experience. And as with all personally meaningful experiences, brands need to allow your customers to not only participate, but to own these experiences, making them their own.

However, achieving this goal requires brands to transform the way they engage with customers; as well as significant changes in processes and technologies to support the scale and complexity of those customer interactions across multiple touchpoints. Omni-experience DX is the multidimensional ecosystem approach for organizations to continually amplify experience excellence for their products and/or services. Digitally enabled organizations leverage on multi-directional and multi-path interactions amongst its ecosystem constituents (customers, partners, employees, and things) to create, sense, learn and respond to each other’s contexts and needs. In so doing, each constituent is empowered to contribute, add to and amplify each other’s experiences; creating value greater than the sum of its constituents.

Organizations that are able to deliver an optimized omni-experience are able to continually attract and grow customers, partners, and employees across the entire ecosystem and positively impact their business performance as a result. IDC defines leading organizations who are working actively to take advantage of DX solutions aimed at competitive advantage as DX Thrivers[1].

One such example is Domino’s Pizza (Australia). Its “Pizza Mogul” initiatives allow customers to co-create their own pizza by selecting from hundreds of ingredients. Customers are encouraged to share their pizza creations through social and personal networks – for every pizza sold, the creator is rewarded with up to $US4.

When viewed alongside the 5 traits of omni-experience DX Thrivers, Pizza Mogul provides an illustrative example of how an organization takes leadership in leveraging digital innovation towards transformative omni-experiences initiatives.

  • Co-creation of pizza recipes from hundreds of ingredients, across multiple digital devices and allowing customers the flexibility to pick up their personalized pizza from any of Domino’s branches, or have it delivered to their door.
  • Starting off as an experiential iPad app called “Pizza Chef”, which allows users to drag and drop toppings to create their pizza designs, the initiative has grown into a “pizza creation and sharing platform” to include social sharing, gamification and revenue sharing features. These initiatives incentivize Domino’s customers to “own” their creations by sharing through their personal networks.
  • Through social sharing, the platform enabled “an army of customers marketing their pizzas” through user-generated content[2]. Beyond extended reach, social sharing also enhanced message relevance and reciprocity as friends experience their favorite pizza creations in group settings, such as soccer games and family gatherings.
  • Recognizing “vote of wallet” as a stronger indicator for customer preferences, Domino’s measured sales records and monitored social sentiments to identify top-selling Mogul pizzas, which in turn drove product development. The change in approach achieved results beyond what traditional processes could hope to achieve. In 11 months since its inception, Pizza Mogul initiative has resulted in 55,000 users and 160,000 pizza creations[3].
  • GPS Driver Tracker[4] not only provides delivery route updates to consumers via mobile, smartwatches and “Chromecast-ed TV”, the same underlying service directs delivery drivers through the most efficient route using real-time traffic information, avoiding congestions and enhancing drivers’ safety.

For Domino’s, customer centricity and a focus on continuous technology innovations contributed to significant results. In first half FY17, Domino’s Pizza Australia reported 17.2% revenue growth to $150M[5].

Continuing the innovative orientation trait of a DX Thriver, Domino’s began CAA-approved trials for store-to-door drone deliveries from a selected Domino’s New Zealand store in Aug 2016. Reportedly, the use of drone as a delivery method is designed to work alongside Domino’s current delivery fleet and will be fully integrated into online ordering and GPS systems[6]. This is expected to extend delivery coverage into hard-to-access areas and improve utilization of delivery assets.

IDC expects more organizations like Domino’s to increase focus on allowing customers to customize their own products and services over the next 3 years. In fact, IDC predicts by 2019, the top 20% of industry leaders will develop the ability to allow customers to build custom product and service bundles that give the customer direct control over the experience. Domino’s example showcases how a basic process like pizza ordering can be turned into a personal and socially rewarding experience that drives customer advocacy and positive business results. As for many Australian consumers, the next late-night out with friends is likely going to be another round of their favorite, personally crafted pizza. To top the experience off –  extra income for each delectable creation sold.


[1] See IDC MaturityScape Benchmark: Omni-Experience Digital Transformation, 2015

[2] Source: Pizza Mogul Co-creation Campaign Drives Domino’s Sales, CMO, Feb 2015

[3] Source: Domino’s Attributes Record Profits To Innovations And New Initiatives, Australia Food News, Feb 2015

[4] GPS Driver Tracker, Domino’s Pizza

[5] Source: Domino’s Upgrades Guidance and Delivers Strong NPAT Growth of 30.8%, Domino’s Pizza, Feb 2017

[6] Source: The Sky’s The Limit – Domino’s Announced Partnership With Flirtey for CAA-Approved Drone Deliveries!, Domino’s Pizza, Aug 2016

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