A large number of orders were placed from a mobile phone, so it was crucial that Domino’s had a solution, which facilitated mobile routing. In addition Domino’s wanted the solution to identify new business so the success of the campaign could be tracked and analysed by region. This required a 3 level data set of live customer franchise areas which Domino’s had collated covering 1/3 of UK households, some 3 million records.

Critical to the solutions success was the daily update and translation of the three data sets; mobile locator, land line locator and existing caller locator data. Domino’s had previously approached all other major Telco’s for a suitable solution with no success.

At the time Intelecom didn’t have a working postcode solution to achieve these objectives, however unlike other telephony suppliers there are no limits to the scalability or adaptability of Intelecom's IN platform. Intelecom recognised that such a solution could be developed.

We worked with two external service providers one of which specialised in mobile phone caller location and another in landline caller location. Using this knowledge base Intelecom designed a one number multi-site location solution that seamlessly mapped all calls into the one number to the nearest Domino’s out let. In addition the solutions Consorte SONAR function recorded data on new business, existing business and campaign success per region.

The functionality of the one number solution filtered through to the out let level by allowing franchises to control the calls into their own store to adapt to operation emergencies, such as temporarily closing the store or adjusting the opening and closing
hours. “We have been looking to introduce a one-number service for all our UK outlets and have been searching the market for a provider with a solution that could offer the right flexibility, scalability, functionality and cost efficiency. We think we have
found the answer in the Intelecom solution and we’re excited about the unique possibilities it promises,” says Head of IS Dominos Pizza Group, Marc Halpern.

“Domino's sets a very high standard regarding customer handling. It's a great acknowledgement for Intelecom that the UK’s leading company for pizza home delivery has chosen us as a provider of customer contact services,” says Director of Intelecom UK Ltd., Adrian Sparks.