Choithrams has won both a Middle East & Africa regional award and a global award in the Customer Centric Culture category at the Customer Centricity World Series 2026, citing its Beyond Service customer experience programme.
According to the company, Beyond Service was launched in December 2024 to make customer experience a shared responsibility across store teams, management and support functions. Choithrams said the programme combines employee involvement with customer feedback to support “practical improvements” in everyday shopping.
Programme and survey figures
A central element of the programme is a Brand Ambassador initiative introduced in April 2025. Choithrams said Brand Ambassadors interact directly with shoppers, gather feedback, and work with store managers to address customer concerns.
Between July 2025 and September 2026, the company said Brand Ambassadors conducted 18,918 customer surveys across 55 stores, with responses captured in a live dashboard intended to help teams identify priorities and track improvements.
Choithrams reported an overall Net Promoter Score (NPS) of 71 over the period. It also said a like-for-like comparison across 15 stores showed an increase of 23 points, rising from 50 in July 2025 to 73 by 30 September 2026.
Changes cited as coming from feedback
The release said customer feedback contributed to changes to product availability, including increased stocks of popular items that shoppers reported were often unavailable in the evenings, such as jasmine rice and fresh milk brands.
Choithrams also cited operational fixes following customer concerns. These included repairing trolleys, correcting promotional price labels, and deep cleaning fresh fruit and vegetable sections. For fresh produce weighing counters, the company said ambassadors worked with store teams to adjust staff rosters and break timings to reduce delays.
Beyond in-store adjustments, Choithrams said the programme informed updates to online order preparation. It reported that after colleagues struggled to pick products, a Brand Ambassador introduced practical training for new staff and an additional check intended to support order accuracy.
CEO comments
Mark Mortimer-Davies, CEO of Choithrams, said the company’s customers experience it through “everything from the products available on our shelves to how quickly we resolve a concern,” adding that the Beyond Service programme helps colleagues understand their role and “gives them a voice” in improving it.
He said the awards recognise work by teams to listen to shoppers and act on feedback, and that the company is aiming to make that approach part of daily operations.
Awards and timeline
Choithrams said it received the Customer Centricity World Series 2026 awards for its Beyond Service programme. The company said the programme began in December 2024, with the Brand Ambassador programme introduced in April 2025, and it provided performance figures covering July 2025 through 30 September 2026.
