How Azadea Scaled Customer Experience Across 750+ Stores with SurveySensum

12

point NPS boost in just 12 months

3%

lower churn rate through faster close-loop

750+

store survey installations across 80+ brands

We tried at a certain point to do it in-house, but it was very difficult and was taking a lot of time. So we decided to give this task to somebody who knows how to do it. I started researching and found SurveySensum on Google. The article said it’s one of the trusted VOC companies – and that’s how we connected.

Nathalie Karam

Head of Customer Experience

Azadea Group

How to boost NPS in just 12 months?

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Here’s a Quick Summary..

The Objective

The Challenge: Scaling CX Across 80 Brands and 750+ Stores

Azadea had prior experience with VOC programs and even attempted to build one in-house. But scaling across hundreds of stores and dozens of brands quickly became unmanageable.

1. In-house limitationsToo time-consuming, hard to standardize, reporting was complex.

2. Fragmented feedbackDifficult to track which brand, store, or region had problems.

3. Service recovery gapsNo structured process for closing the loop with unhappy customers.

The Solution

1. QR Code Surveys at Store-Level

Azadea needed a channel-agnostic but scalable solution to capture feedback across 750+ stores. Traditional methods like SMS or email were hard to integrate with their POS systems. The fastest and most reliable approach was QR codes:

Unique to every store & brand: Each store across every brand is assigned a unique QR code, directly mapped to its location and brand identity. For example, Virgin Megastore in Dubai Mall has its own dedicated QR code.
Placed at customer touchpoints: QRs are displayed at cash counters, fitting rooms, and also integrated into staff handheld devices, ensuring customers can give feedback at any moment during their journey.
Metrics captured: Captures CSAT, NPS, and open-ended feedback.
Why this works: Customers can give feedback instantly, without needing to share personal details, and Azadea can tie results directly to a store, region, or brand.

→ This setup creates a store-level fingerprint of customer experience, enabling targeted improvements.

2. Closed-Loop Ticketing System

Collecting feedback is not enough; acting on it in real time is where value is created.

Automatic ticket generation: Any negative rating (e.g., 2 stars or below) triggers a ticket.
Instant notifications: The brand manager and support team receive an email alert.
Customer callbacks: A team member reaches out to the customer to understand the issue. Typical script:

“Hi, we’re calling from [Brand]. We noticed your recent visit did not meet your expectations. Could you share what went wrong? What can we do to make it right?”
Resolution tracking: Each case is logged, followed up, and marked resolved in the system, ensuring accountability.

Nathalie explained:
“If somebody gives us a bad rating, we contact them directly. We want to know more about their experience, what we can do differently, and how to bring them back to our stores.”

→ This has turned detractors into returning customers, while also surfacing store-level operational issues that managers might otherwise miss.

3. Role-Based Dashboards & Multi-Level Reporting

To manage such a large operation, visibility and access control are critical. SurveySensum’s dashboards were customized to Azadea’s structure:

Store level – Managers see only their store’s CSAT, NPS, open-ended feedback, and key drivers.
Region level – Regional heads compare performance across stores in their geography.
Brand level – Brand managers monitor all stores under their brand, across multiple countries.
Role-based access:

Country managers oversee all brands in their market.
Brand managers see only their brand.
A user responsible for a business line (e.g., Fashion) sees all fashion brands.

Reporting cadence:

Weekly automated reports are emailed to managers – keeping feedback top of mind and motivating stores to push for more responses.
Monthly deep dives with brand teams focus on root-cause analysis, comparing CSAT, NPS, and other KPIs.

“We compare countries to each other, malls to each other, and even the same brand across countries. For example, Virgin Megastore in Qatar vs. Kuwait vs. UAE. This analysis shows where the gaps are. Previously reporting was an issue, but SurveySensum fixed that instantly.”

→ This hierarchical reporting system empowers every level of the organization with the insights relevant to them – without overwhelming them with unnecessary data.

4. Marketing Leverages Promoters

NPS Promoters are not just happy customers – they are a marketing asset. Azadea’s Marketing team taps into this segment:

Promoter identification: Promoters are flagged through NPS surveys.
Targeted engagement: Marketing teams create campaigns, loyalty programs, and referral activities based on this segment.
Advocacy & amplification: Positive reviews and high ratings are also repurposed on external platforms (Google, social media) to build trust with new customers.

This way, VOC data doesn’t just stay in CX – it drives brand advocacy and customer acquisition.

5. Strong Support Partnership

One of the biggest differentiators for Azadea has been the partnership mindset and speed of support:

“Every time I come up with crazy ideas, the SurveySensum team makes them happen. They are very fast, they don’t refuse, and they cater to our requests. For us, it’s a partnership – we are doing things together.”

Results: Impact of SurveySensum

12-point increase in NPS over the last 12 months.:

3% reduction in churn, thanks to faster service recovery and closed-loop action.:

750+ stores fully equipped with QR-based survey installations across 80+ brands.:

Full visibility: at store, region, and brand level.

Automated service recovery: on every detractor case.

Centralized dashboards: replacing fragmented reporting.

Increased survey responses: thanks to QR-based collection and store-level accountability.

Azadea Group is a leading lifestyle retailer with 80+ brands across Fashion, F&B, Lifestyle, Sports, Furniture, and Cosmetics, operating 750+ stores in multiple countries. With global names such as Zara, Virgin Megastore, Adidas, Bose, Kiko, Zara Home, and many more, Azadea caters to millions of customers across regions.

With such a diverse and widespread portfolio, managing customer experience at scale was a critical challenge.

Industry

Lifestyle Retail

Region

Worldwide

Company Size

Large Size

Business Type

B2B, B2C