XM Knowledge Base
Dia + Qualtrics
How supermarket chain Dia made customers its priority
DIA achieved
50%
Increase in NPS score in the first 6 months
67
Pain points identified along the customer journey
48 HRS
For store managers to follow-up with detractors
Overview
Historically, price was the name of the game for Spain’s DIA supermarket chain, and everything was done in the name of keeping prices low, from the low number of staff on the shop floor to the lack of free carrier bags. But following the global financial crisis, the chain’s market share was threatened by competitors offering varied products and a positive in-store experience – factors that were increasingly important to the consumer.
HOW DIA CLOSED THE EXPERIENCE GAP
PRIORITISING THE CUSTOMER
With its CEO’s support, DIA re-appraised its approach completely, placing customers at the centre of the business every day. Customer focus was placed front and centre in the company’s mission statement
CAPITALISING ON ITS LOYAL CUSTOMER BASE
70% of DIA’s customers use its loyalty card or app, and these opted-in shoppers were an ideal base of respondents for customer experience data collection.
EMPLOYEE ENGAGEMENT AND PARTICIPATION
DIA’s shop-floor staff had previously been focused on productivity, speeding through transactions without talking to customers. They have embraced the shift towards customer focus, and increasing NPS is now part of every employee’s bonus conditions.
DETRACTOR RE-ENGAGEMENT
If a customer’s experience falls below a certain level, store managers offer to contact them within 48 hours to apologise or investigate the problem.
WHY QUALTRICS?
FEEDBACK AND RESULTS ALL IN ONE PLACE
Every interaction within the store can now be monitored and teams can drill down to specific departments like bakery or fruit and veg.
HIGH QUALITY DATA FROM OPEN TEXT
Through Text iQ, DIA can turn open text feedback into structured, actionable data to identify improvements across their stores.
CUSTOMER FEEDBACK IN THE MOMENT
Feedback is integrated into the DIA app, allowing customers to provide quick feedback during and after a store visit.
ACTIONABLE INSIGHTS FOR EVERY MANAGER
Store managers have customised dashboards that show exactly where they can make an impact. They can see what’s happening in their stores and close the loop quickly with their customers.
In only 6 months from when we started the pilot, we were able to grow the NPS by 8 points. The results were very encouraging.
JOSE ANTONIO LOMBARDIA DE SAINT-GERMAIN
CMO AT DIA SUPERMARKETS
It’s amazing that in a 35 year old company customer experience has never really been part of the strategy. Until very recently, customers were not a priority.
DIA is a Spanish multinational with over 7,000 supermarket stores in Spain, Argentina, Brazil, Portugal and worldwide. Founded with a single Madrid store in 1979, its mission is to offer shoppers quality at unbeatable prices
www.diacorporate.comIndustry
Food & Beverage
Region
Global
Company Size
Large
Business Type
B2C