How Electronics Retailer Dixons Carphone Transformed its Tech Services Brand

When you become Europe’s largest tech services provider overnight, delivering incredible customer experience is no small task. In 2017, that’s what faced Team Knowhow, as Dixons Carphone combined its two service offerings into one. Since then, the team’s embarked on a journey to create a culture where every part of the business is responsible for improving the customer experience.

We wanted to create a completely new brand from the merger of our existing ones. Our customer promise is to transform how people receive tech services.

Dr. Kit Hagemann, Customer Experience Measurement and Insight at Dixons Carphone

How Dixons Carphone closed the experience gap

Connecting the dots

Team Knowhow understood that to transform how people receive tech services, they needed to understand the end-to-end customer journey. Qualtrics allows them to do that, by integrating data from each stage of the customer journey, from purchasing to services, on a single platform.

Using insights to drive innovation

Team Knowhow used insights proactively when deciding on features and their overall offering. Insight was leading innovation, rather than vice versa – meaning the voice of the customer was influencing every decision made.

Assessing their competitors

Team Knowhow used Qualtrics to review its competitors and see where it was losing ground and where it was ahead. This helped them win the support of senior stakeholders, close the gap on their rivals and set benchmarks to become the industry leader in tech services.

Making data accessible

With Qualtrics’ easy to use dashboards, anyone in the business can access customer insights and drill down into the areas they’re most interested in. And with one platform collecting insights from every service, they can break down silos, connect up customer touchpoints and create a better customer experience.

With Qualtrics we get a holistic view of the entire customer journey. This is crucial, as everything retail promises in the purchasing phase, we have to deliver in the services phase.

Dr Kit Hagemann, Customer Experience Measurement and Insight at Dixons Carphone

End to End Visibility: The entire customer journey can be analysed on a single platform.

Metrics per Touchpoint: Performance stats available at every stage of the customer journey.

Employee Engagement: Teams around the organisation are now proactive about tracking performance.

Why Qualtrics?

Tailored solutions

No two organisations are the same. Which is why Qualtrics’ implementation team worked closely with Team Knowhow to build out bespoke platform functionality, quickly and efficiently.

Practical and strategic support

The Qualtrics’ support team were always on hand, while our XM Scientists gave advice on the design of the program from research best practice to the best metrics for each touchpoint.

Fast and easy to use

Teams on the ground always know what’s happening, with dashboards that update in real-time and proactively recommend ways to drive improvements.

Reliable, bias-free data

Using Research On Demand, they had expert help in finding respondents, distributing their surveys and integrating the data with their CRM.

See how Qualtrics can help you develop a culture of Customer Experience today

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Dixons Carphone plc is Europe's leading specialist electrical and telecommunications retailer and services company, employing over 42,000 people in eight countries. It was formed in 2014 after the merger of Dixons Retail and Carphone Warehouse. Its service brand Team Knowhow is made up of 7,000 product experts. In 2017, it repaired 8 million mobile phones and 6 million laptops in the UK alone.