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Chalhoub + Qualtrics

How luxury retailer Chalhoub has become one of the Middle East’s best employers

Chalhoub achieved

Double-digit growth in Employee NPS at partner brands Dolce & Gabbana and Tory Burch

Instant feedback versus waiting months for analysis from consultants like Mercer and Great Places to Work


survey response rate, in an organisation that previously had no feedback culture


Chalhoub partners with luxury brands like Louis Vuitton, Christian Dior and Sephora to distribute their products to consumers across the Middle East. But at the beginning of 2018, it had no idea what employees at its joint-venture stores really wanted – and that gap in understanding meant Chalhoub’s managers were in the dark as to how they could improve retention, engagement and motivation. Now, with Qualtrics, leaders across the organisation can see exactly what they need to do to improve at every point in the lifecycle.


Showing managers how to improve every experience
From recruitment and onboarding to career development and exit surveys, Chalhoub is making the most of the EmployeeXM platform to optimise the moments that matter most to its employees. And with role-based dashboards, Chalhoub’s C-Suite and 700 managers are able to see exactly what their team members think and see what they need to do to improve.

Building a culture of employee feedback
When Chalhoub started on its EX journey at the beginning of 2018, it had no previous feedback culture. Employees were either uncomfortable sharing their views, or didn’t see any benefits in doing so. With Qualtrics, it’s been easier for managers to act on feedback and show it’s taken seriously. And through internal comms, Chalhoub’s EX team is able to showcase what it’s doing.

Co-creating superior employee experiences
Chalhoub uses Qualtrics as part of its employee journey mapping process, analysing feedback to understand what matters most to Chalhoub’s workforce. Working with HR, managers and employees, it’s then able to create new and improved employee experiences at a brand, country and group-level.

Adopting a broader XM approach
The team’s success has translated into greater interest in Experience Management around the organisation. It’s working with the group’s CIO to understand how the platform can be used for internal IT CX, and also with the company’s Customer Experience team to connect up employee and customer data.


Outperforms the competitors
Chalhoub started out using Survey Monkey, but eventually needed a more advanced platform to collect, analyse and act on data – rather than just run surveys. And after looking at vendors like Peakon and Glint, Chalhoub chose Qualtrics for its superior offering.

A holistic view of employee experience
Chalhoub didn’t want to look at just engagement, or collect data and do nothing with it. With Qualtrics, it could collect, analyse and act on employee feedback, gathered at every point in the lifecycle – from recruitment to offboarding.

Easy for managers to use
Chalhoub has been able to promote a more open, inclusive culture thanks to the fact it’s easier for managers to act on employee feedback with Qualtrics dashboards. And because it’s so easy, managers are now coming to the EX team looking for more and more data.

SAP integration
Chalhoub uses operational data (O-Data) from SAP systems to make sure it sends out Qualtrics surveys to potential candidates and new recruits at exactly the right time in their journey.

With Qualtrics, we don’t just have a tech platform – we have a partner who shares our vision of creating superior employee experience




In 2 years we have built a culture of continuous listening and always-on feedback, with Qualtrics at the heart of it all

The Chalhoub Group is the leading partner for luxury across the Middle East since 1955. As an expert in retail, distribution and marketing services based in Dubai, the Group has become a major player in the beauty, fashion and gift sectors regionally. It has joint-venture partnerships with Louis Vuitton, Dior Couture, Sephora, Fendi, Puig, Celine, Givenchy, Louboutin, and Havas. It also represents Carolina Herrera, Swarovsk, L’Oreal and Makeup Forever, and it has its own concept stores like Tanagra, Faces, Level Shoes & Tryano.

By blending its Middle East expertise and intimate knowledge of luxury, the Chalhoub Group is building brands in the region, by offering service excellence to all its partners and a unique experience to its customers. With a growing workforce of more than 12,000 people in 14 countries, as well as operating over 600 retail stores, the Group's success is attributed to its most valued asset: highly skilled and dedicated teams.


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