Case study
Ahold Delhaize USA
Elevating Customer Experience with Genesys and CX Index
Overview
Ahold Delhaize USA (ADUSA) is one of the largest and most influential food retail groups in the United States. It operates a powerful family of regional supermarket brands: Food Lion, Giant Food, The GIANT Company, Hannaford, and Stop & Shop. These brands serve millions of customers weekly across the Eastern U.S., creating trusted, local shopping experiences.
In today’s increasingly competitive grocery market, where price, convenience, and loyalty all hang in the balance, customer experience (CX) has emerged as a mission-critical priority. Modern shoppers are more informed, digitally connected, and brand-conscious than ever before. For ADUSA, every customer touchpoint—in-store, online, or through a contact center—must deliver speed, empathy, and personalization at scale.
This case study explores how ADUSA partnered with Genesys, Waterfield Technologies, and CX Index to build a next-generation CX ecosystem—one that is powered by real-time customer insights and built to win in a CX-driven era.
Challenge
In a market shaped by rising customer expectations, new shopping modalities (e.g., click-and-collect, delivery), and aggressive competition, ADUSA needed to elevate its approach to customer engagement. While the brands were rich in loyalty and market share, there was a growing gap between customer feedback and operational action.
ADUSA’s goal was bold but clear: transform its contact centers into insight-rich, performance-driven hubs that deliver proactive, consistent, and emotionally intelligent interactions across all channels. To achieve this, ADUSA needed not only best-in-class CCaaS infrastructure—but also a platform that could systematically capture and activate the voice of the customer.
Strategic Solution
To anchor this transformation, ADUSA selected Genesys—recognized year after year as a consistent leader in the Gartner Magic Quadrant for Contact Center as a Service (CCaaS)—as its technology foundation. Genesys' cloud-native architecture and AI-powered capabilities gave ADUSA the flexibility and intelligence to orchestrate seamless omnichannel engagement across voice, chat, digital, and beyond.
Waterfield Technologies, a trusted Genesys partner, was selected as the systems integrator to ensure a smooth deployment across ADUSA’s multi-brand environment.
However, to truly operationalize CX and create a culture of listening and action, ADUSA looked to augment the Genesys platform with a VoC solution built for the era of AI. That’s where CX Index came in.
Why CX Index™?
Unlike legacy survey tools, CX Index is tightly integrated with Genesys and designed to feed real-time, contextual customer feedback directly into the contact center environment. Its AI-enriched analytics, intuitive dashboards, and robust KPI tracking capabilities allow companies to measure, understand, and act on what matters most to their customers—in the moment.
CX Index enables brands to monitor performance across the full customer journey, from high-level loyalty indicators to agent-level behaviours such as friendliness, empathy, and effectiveness.
Cx Index has enabled ADUSA to:
Cx Index in Action
Following implementation, CX Index became the single pane of glass through which ADUSA’s teams could view, interpret, and respond to customer feedback—across all major channels and brands.
Key capabilities leveraged by ADUSA include:
- Real-time alerts and closed-loop feedback workflows tied to Genesys interaction data
- Deep insight into drivers of First Contact Resolution (FCR), Agent Empathy, and Effort Scores
- Team and agent-level performance tracking across KPIs like NPS, CSAT, and Resolution Rates
- Dynamic segmentation of feedback by brand, region, and interaction type for root cause analysis
CX Index empowered agents, supervisors, and executives alike with a unified understanding of what customers were experiencing and expecting—and how to respond in real time.quality, drive customer satisfaction, and engage their frontline teams in the CX mission.
"We’ve been delighted to partner with ADUSA and CX Index to transform their contact centers into an insight‑driven CX powerhouse. By uniting Genesys Cloud’s AI‑native engagement platform with CX Index’s real‑time VoC intelligence, their contact centers now resolve issues faster, coach agents for empathy, and sustain nine consecutive months of rising CSAT and NPS. The outcome is measurable loyalty growth and a contact center that operates as a revenue engine rather than a cost line.”
-David Heneghan, Co-Founder, CEO CX Index
Outcomes
The impact of integrating Genesys and CX Index has been transformative.
9 of 10 Consecutive Months of CX Gains
DUSA has seen measurable improvements across key experience metrics in the vast majority of months since go-live—demonstrating the power of a feedback-first approach.
First Call Resolution:
Increased through better visibility into agent-level performance and friction points.
Agent Friendliness & Empathy:
Significantly improved as agents received targeted coaching based on real customer feedback, not assumptions.
CSAT & NPS:
Lifted across all five banners, driven by more responsive, personalized, and emotionally intelligent interactions.
Cross-Brand Benchmarking:
Enabled centralized leadership to identify best practices and replicate success across brands.
Mission-Critical for Modern Grocery
In the supermarket sector, margins are thin, brand loyalty is fragile, and customers have more options than ever. Winning on CX isn’t a “nice-to-have”—it’s a competitive imperative. ADUSA’s transformation proves that when modern infrastructure (Genesys) meets real-time VoC intelligence (CX Index), organizations can outpace customer expectations and differentiate in ways that matter.
By embedding CX into its operating model, ADUSA has turned the contact center from a cost center into a customer loyalty engine—delivering better outcomes for customers, agents, and the business alike.
"We’ve been delighted to partner with ADUSA and CX Index to transform their contact centers into an insight‑driven CX powerhouse. By uniting Genesys Cloud’s AI‑native engagement platform with CX Index’s real‑time VoC intelligence, their contact centers now resolve issues faster, coach agents for empathy, and sustain nine consecutive months of rising CSAT and NPS. The outcome is measurable loyalty growth and a contact center that operates as a revenue engine rather than a cost line.”
-David Heneghan, Co-Founder, CEO CX Index
Conclusion
ADUSA’s partnership with Genesys, Waterfield Technologies, and CX Index stands as a powerful blueprint for the future of customer engagement in retail. With a data-driven, customer-obsessed strategy now in place, ADUSA is well-positioned to continue leading the industry—one extraordinary experience at a time.
