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Case study · Retail, Ireland
SuperValu lifted in store NPS by 33%, and AI now writes every store's action plan.
SuperValu, part of the Musgrave Group, has 223 stores across Ireland, most of them run by franchise owners. With CX Index, every store hears from its customers in real time. In store NPS rose 33% and online NPS rose 23%. Now AI reads what customers say and writes an action plan for each store.
The results.
Measured across the SuperValu estate.
The challenge
Win on experience.
SuperValu competes in a fiercely competitive grocery market. Discounters and low cost entrants have taken share for two decades, and a rival can match a price overnight. A better store visit, in 223 stores, is far harder to copy.
Before CX Index there was no real time feedback in store, and no way to share the right information with 223 stores and thousands of staff. The franchise model is part of SuperValu's community identity. It also makes consistent delivery hard, so every store needed to know what to do next.
Phase 1
Every store runs on feedback.
Drivers first
Before launch, a driver analysis found the touchpoints that matter most, and CX Index built a tool to benchmark every KPI and driver.
Short and consistent
CSAT on a 1 to 7 scale and NPS on 0 to 10, the same in every store.
Joined to loyalty data
Answers join in real time with Real Rewards loyalty data and the visit details, so customers are never asked what SuperValu already knows.
Access that mirrors the business
Group, regional, store owner and manager views follow Musgrave's own structure.
Plans owned by stores
Store owners and managers write action plans for the areas where their store can improve.
Fast roll out
30 stores went live in early 2018, and the full estate followed within months.
Measured ROI
What a promoter is worth.
22%
More spent by promoters than by detractors.
€14
Extra spent each week by promoters, on average.
6%
Higher NPS among shoppers who spend €40 or more.
10%
Fall in customer turnover when customers become promoters.
For SuperValu, CX Index has delivered better insights, more automated processes and streamlined distribution of data for all stakeholders that has delivered significant improvements in customer experience. We look forward to continuing on the journey as we strive to retain our position as industry leaders.
Siobhan Hennessy, Head of Customer Experience, Musgrave Retail Partners
Phase 2
AI that tells every store what to do.
Find the drivers
Correlation, weighted regression and random forest models show what moves satisfaction and NPS in each store. Price and promotions are taken out, so every driver left is one the store team can change.
Remove personal details
Names and personal details are stripped from every comment before any AI sees it.
Ask the right question
A large language model gets each store's own drivers and comments, and one question. Based on these issues and this feedback, what should this store do?
Every store gets its plan
Specific actions for each store, backed by real customer quotes, so a manager can see exactly why each one is on the list.
Each store keeps three focus areas for 90 days. AI refreshes the evidence every month, and the driver analysis reruns every quarter. Numbers, themes and quotes are checked before anything is released.
Musgrave sees the whole network too. A group report shows which drivers matter most nationally, a progress tracker shows which actions are working, and stores moving backwards show up early.
Written by David Heneghan, co-founder of CX Index. Last reviewed 21 October 2026.
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Questions
Frequently asked questions.
What results has SuperValu seen with CX Index?
In store NPS rose 33% and online NPS rose 23%. Promoters spend 22% more than detractors, an extra €14 a week on average.
How does AI write action plans for SuperValu stores?
Statistics find the drivers that move each store's scores. Personal details are removed from customer comments, then a large language model reads the comments against each driver and writes specific actions, backed by real quotes.
How many SuperValu stores use CX Index?
All 223 stores, each with its own AI written action plan.