Wells + IZO + Qualtrics

For Portugal's leading health, beauty, and well-being retailer, understanding the customer has always been central to the business — but for years, the practice didn't match the ambition. Wells was monitoring NPS, but the process lacked scale, standardisation, and speed. Feedback reached decision-makers too slowly to drive action, and with no governance model in place, consistency across business units was impossible. What they needed wasn't more data — it was a system that could turn passive feedback into something operational leaders could act on in real time.

Wells partnered with IZO and adopted Qualtrics CX to build a centralised Voice of the Customer ecosystem from the ground up. The programme launched as a pilot in the Online and Optical segments, where the team designed a governance model, integrated collection channels across touchpoints, and rolled out dashboards to operational decision-makers. The approach worked. Today, every Wells business unit has embedded real-time customer feedback into daily decisions — and in-store service has emerged as the primary driver of recommendation, giving leadership a clear operational lever.