About Damas

Headquartered in Dubai, United Arab Emirates, Damas Jewellery is the leading jeweler in the Middle East with its foundation dating back to 1907. Today, it operates 300 stores across the GCC and employs more than 2000 people. Over 40 prestigious international brands are part of Damas Jewellery’s varied portfolio alongside its own branded in-house collections, offering customers a wide range of designs suited to all occasions.

Challenges

Damas aimed to enhance its market presence by implementing effective brand marketing strategies and expanding its product offerings.

The company's CEO and management team recognized the need to revitalize the brand. To accomplish this, they implemented various strategic initiatives, including an assessment of profitable stores within the network and prioritizing digital transformation.

One key initiative was the implementation of an NPS system to measure customer satisfaction levels with the company. With the help of the NPS system, Damas could gather valuable customer feedback and identify areas of improvement to enhance the customer experience. By prioritizing customer experience and utilizing data-driven insights, Damas was able to revitalize the brand and regain its market presence.

Solutions

Damas, with 163 stores across the UAE, KSA, Oman, Bahrain, Qatar, and Kuwait, has been utilizing the powerful Zonka Feedback platform to gather valuable insights into their Net Promoter Score (NPS®).

Here's how Damas utilized Zonka Feedback to improve its Customer Experience:

• Damas selected two critical metrics (NPS and CSAT) - The company is using offline surveys to measure NPS in-store, allowing customers to provide feedback right after making their purchase. Additionally, post-transaction email surveys are sent to online customers to measure their satisfaction with the brand's e-commerce platform. By measuring NPS and CSAT, Damas can assess its customers' loyalty and satisfaction and identify areas for improvement.
• They connected Zonka Feedback to its Business Intelligence Platform - Using Zonka Feedback's APIs and integrations, Damas ensured that customer feedback data is synced back to its CRMs. This integration allows the brand to access a complete view of its customers, enabling it to deliver personalized experiences that exceed customer expectations. The platform's reporting and analytics capabilities also help Damas generate location-based reports and compare NPS scores for different locations. This approach provides the brand with a deeper understanding of how customers perceive the brand across different regions and store types.
• The Company gained real-time insights into Customer Feedback - Damas is using Zonka Feedback to gain insights into customer preferences and needs. The platform's comment and text analytics capabilities help the brand identify patterns and trends in customer feedback, enabling it to take proactive measures to improve the customer experience.
• Zonka Feedback's automation helped Damas in closing negative feedback loop - Damas is also leveraging Zonka Feedback's CX automation and workflows to automate email alerts for negative feedback. The platform sends alerts to specific managers based on the region and type of store, ensuring that the right team members receive feedback and take action to resolve issues promptly. This approach helps the brand respond to customer concerns and continuously improve the customer experience.
• Damas is now taking multi-location feedback across its stores - By using Zonka Feedback, Damas now collects and analyzes customer feedback from a wide range of locations and use this data to make informed decisions that drive business growth. With the ability to track NPS scores across multiple store locations, Damas can identify areas of strength and weakness, make targeted improvements, and consistently deliver exceptional customer experiences. After evaluating various options, Damas chose Zonka Feedback as its NPS platform due to its user-friendly interface as well as excellent support team.

Here's what Damas achieved using Zonka Feedback

• Increased NPS Score Accessibility: The company quickly scaled up its NPS system to include all its stores and integrated it with its BI platform for reporting purposes. The NPS Survey scores are accessible to all stakeholders within the organization, including the CEO, CFO, retail director, marketing director, and customer experience team, and are reviewed on an almost daily basis.
• Closed Negative Feedback Loop: One of the standout features that has greatly benefitted Damas is the ability to receive notifications based on different conditions for negative NPS scores. This feature enables the Damas team to take immediate action to close the feedback loop, allowing rectification of any issues and preventing dissatisfied customers from turning to competitors.
• Real-time Alerts for Faster Action: The real-time feedback notifications help the team to identify problem areas and address them promptly, thus enhancing the overall customer experience. Damas greatly values this feature and acknowledges that it has helped them in maintaining high standards of customer satisfaction.

Implementing Zonka Feedback Survey Tool has been a game-changer for our organization. It has provided us with valuable insights into our customer's experience, allowing us to identify areas for improvement and implement changes that have positively impacted customer satisfaction and loyalty. While NPS scores have their place, we rely on data that tracks actual sales transactions and customer behavior to drive our customer retention strategy.

-Nachiket Bandekar, IT Director, Damas Jewelry

Impact

The NPS system has provided valuable insights into how customers perceive the brand and has helped the company improve its customer experience. The company believes that the NPS system has been one of its most successful initiatives, providing valuable data to increase customer satisfaction and loyalty.

The brand conducts NPS surveys at a massive scale across 163 stores located in various regions.  The average NPS score is currently trending at over 85 across all its operations.

The company relies on analytics reporting that tracks actual sales transactions and customer behavior. Overall, the NPS powered by Zonka Feedback has been a key component of the company's digital transformation efforts, contributing significantly to the brand's revitalization and the restoration of its market presence.