How supermarket chain Asda transformed its employee engagement program

Over the past decade, Asda has seen a huge shift in its employee base. With 5 generations now in its workforce, from 16 year olds to 90 year olds, a one-size-fits-all engagement program was no longer sustainable. It had run for the past 11 years, with almost no changes. But rather than drive engagement, it was preventing them from driving action and no longer reflected what was important to col-leagues at Asda today.

It was the biggest ever change we’ve had on employee engagement - it wasn’t a one-off campaign but a change in mindset for the whole company.



A complete redesign

Asda went back to the drawing board and redesigned their content to reflect what they wanted the working culture to be, allowing them to track progress against their vision.

A two-way conversation

Moving to mobile-friendly surveys made it easier for shop floor staff to take part, and the introduction of a personal engagement summary gave staff more ownership of their own engagement.

Actions at local level

Results were delivered to managers at a local level, where they could have more impact on the engagement of their teams than a top-down approach to action plans.

Faster data back to the business

In moving to Qualtrics, Asda was able to vastly improve the time it took to get insights back, with role-based dashboards updating in real-time with the teams’ responses.

Our insights into the employee experience have moved on leaps and bounds - we can now give leaders the actions they need to focus on to have an impact on their teams.



Colleagues at Asda gave their views on the employee experience

Customised action planning guides help managers to improve the experience

Through customised engagement summaries, staff were given ownership of their own experience


Enabling local improvements

With results automatically delivered to managers at a local level, Asda was able to shift the emphasis to have more impact at store and regional levels.

Actionable insights

The team at Asda is now also able to track their improvements on the same platform, helping them to ensure the results turn into real improvements for the employee experience.

Personalised experience

Qualtrics’ engineering teams worked with Asda to build customised individual engagement summaries for over 150,000 employees

Digital open door

With mobile-friendly surveys, Asda was able to reduce friction and make it as easy as possible for shop floor staff to have their say.

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Founded in the 1960s and employing 150,000 staff, Asda is one of Britain’s leading retailers. Dedicated colleagues serve more than 18 million customers from a network of stores and online services, making them one of the UK’s ‘big four’ supermarkets.