The UAE News Report
Choithrams has won regional and global honours at the Customer Centricity World Series 2026 for its Beyond Service programme, following a 23-point increase in its Net Promoter Score across 15 comparable stores.
The UAE retailer won the Middle East and Africa regional award and the global World Series award in the Customer Centric Culture category.
Launched in December 2024, Beyond Service brings store teams, managers and support functions into a shared process for improving the shopping experience.
Nearly 19,000 customer surveys
The retailer’s Brand Ambassador programme, introduced in April 2025, gathers shopper feedback and works with store managers to address concerns.
Between July 2025 and September 2026, ambassadors conducted 18,918 customer surveys across 55 stores. Responses were captured in a live dashboard to identify priorities and monitor improvements.
The programme recorded an overall NPS of 71 during that period. A separate like-for-like comparison across 15 stores showed an increase from 50 in July 2025 to 73 by September 30, 2026.
Mark Mortimer-Davies, CEO of Choithrams, said: “These awards recognise the work our teams are doing to listen to shoppers and turn their feedback into practical action.”
Changes in stores and online orders
Customer feedback prompted increased stocks of products that shoppers said were frequently unavailable in the evening, including jasmine rice and fresh milk brands.
Teams also repaired trolleys, corrected promotional price labels and deep-cleaned fresh fruit and vegetable sections. At produce weighing counters, staff rosters and break times were adjusted to address delays.
The programme informed changes to online order preparation, including practical training for new staff and an additional check to support order accuracy.
Choithrams said the initiative aims to make customer experience a continuing responsibility across its operations.
