How supermarket chain Dia made customers its priority

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.

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.

JOSE ANTONIO LOMBARDIA DE SAINT-GERMAIN, CMO AT DIA SUPERMARKETS

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.

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

50%

Increase in NPS score in the first 6 months

67

Pain points identified along the customer journey

48HRS

For store managers to follow-up with detractors

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.

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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