Domino's | Emplifi case study

As Domino’s customer conversations shifted to social, the team turned its contact center into a real-time marketing engine with Emplifi . Always-on monitoring surfaces the few posts that truly need attention, while CRM integration routes cases for fast, contextual responses.

The result is quicker resolution, higher customer praise, and the ability to defuse issues — including influencer callouts — before they escalate. By engaging at the moment of intent, Domino’s turns social interactions into better experiences and incremental sales.

Emplifi Social makes it much easier to find and engage with customers just as they're getting ready to order a pizza, so our contact center is becoming a real-time marketing operation. For example, when a customer tweets, 'Who should I order pizza from today?' we're able to quickly respond and win the sale.

Terri Haffey

Manager of Customer Care at Domino’s

Real-time interactions bring customer praise

Emplifi Social Marketing automatically searches for hundreds of X keywords and constantly monitors Domino’s Facebook to find posts that need attention – less than 3% of total volume on average. Before using the Emplifi Social Marketing, Domino’s agents manually sorted through social media posts to weed out the other 97%, a time-intensive and inefficient exercise.

«Real-time interaction elevates the brand experience for our customers. Emplifi Social Marketing shows us how much praise we’ve earned as a result of our social media interactions,» added Haffey.

Shortened social cases create efficiency

Emplifi Social Marketing integrates seamlessly with Domino’s CRM tool. The compatibility of the two platforms saved time and increased the overall efficiency of Domino’s contact center. In addition to the 128% increase in social traffic handled, Domino’s has also reduced handling time by 53%. Social cases that used to take 15 minutes now are typically handled in less than 5 minutes. This frees time for contact center staff to focus on other important tasks.

Crisis mitigation with major influencers

Speed is also crucial to addressing crises that impact the customer experience. When the Emplifi Social Marketing detects one of Domino’s preselected «alert» keywords, the team receives a notification even if they aren’t currently in the platform.

«Emplifi allows us to hear the social media concerns and intervene quickly to make things right, even on nights and weekends,» Haffey said. «That has a big impact on long-term customer loyalty.»

One type of time-sensitive event is criticism from a major influencer who can impact brand reputation. For example, celebrities including Gayle King (1M X followers), Suze Orman (1.3M X followers), and Miley Cyrus (46.4M X followers) have posted about Domino’s. Emplifi alerted staff, who then sent a timely response to turn these critics into high-profile social media endorsers.

When a big name calls out Domino's, for good or bad, Emplifi allows us to respond quickly. Timely responses ensure we're tuned into our audience and able to maintain personalized relationships and provide positive customer experiences.

Terri Haffey

Manager of Customer Care at Domino’s

The takeaway

Today, brands need to meet customers where they are to be competitive. As more and more brand interactions occur on social media, Domino’s can respond quickly and accurately to all mentions with the Emplifi Social Marketing Cloud. Timely, personalized responses help build customer loyalty and address any crises that may emerge.

Do you want to respond to a larger volume of social media mentions in real-time? Schedule a demo with an Emplifi expert today.

challenge

Handling social media cases was time-intensive, limiting efficiency and customer response times.

solution

Emplifi provided social media management and real-time alerts for critical mentions, alongside advanced filtering and timely, personalized responses.

outcome

Domino's increased social media volume while also reducing case handling time, which helped enable prompt responses to crises and strengthened customer loyalty.

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Download: Forrester Wave Social Q4 2024 | Emplifi

Case Study

Domino’s leverages Emplifi to elevate real-time customer engagement

Real-time interactions bring customer praise

Shortened social cases create efficiency

Crisis mitigation with major influencers