When it comes to customer listening, companies don’t always succeed in turning good intentions into concrete actions. However, there are stories that deserve to be told, like that of Prénatal Retail Group, where customer centrality is not just a slogan but a reality lived every day.

For our series of Talks, Alice Melpignano met Mariela Di Luna, CRM Manager at PRG Retail Group.

A Culture That Starts with People

“The customer doesn’t belong just to CRM, or just to Marketing or Sales: the customer belongs to everyone.”

With this spirit, Mariela, who has been working with Toys Center, Bimbo Store, and FAO Schwarz within the group for more than five years, explains how the company managed to turn a vision into a concrete reality.

“We have started an important journey,” she tells us enthusiastically, “to foster and spread the culture of putting the customer at the center.”

From Words to Action

And the results are visible. In recent years, the company has completely rethought its approach to customer experience. The loyalty program has been enhanced with exclusive partnerships, offering customers ever-new benefits.

But it’s in listening that Prénatal Retail Group has really made a difference, implementing a system that truly personalizes every customer’s experience.

A Project in Constant Evolution

“The Voice of the Customer project is not static; on the contrary, it is constantly evolving and improving”, Mariela Di Luna passionately shares.

Initially launched with Toys Center and Bimbo Store, the project has now expanded to include FAO Schwarz, encompassing both physical stores and e-commerce. But the real innovation lies in the approach: it’s not just about collecting feedback but anticipating changes and providing concrete responses to customers.

Beyond Expectations

What stands out in Mariela’s account is the enthusiasm with which she talks about the partnership with NeosVoc. “We found much more than just a feedback platform,” she confides. “We found knowledgeable, available, flexible people—a team always ready to listen to us and understand the complex needs of a retail reality like ours.”

The Key is Consistency

The advice for other companies?

“This is a journey that requires consistency and a genuine willingness to listen to your customers. It’s not about doing a one-off survey but about continuously analyzing the data, having the courage to read even the negative feedback, because those are often the ones that help us grow the most.”

A Success That Continues

Today, Prénatal Retail Group doesn’t stop at just collecting feedback. The company has expanded its activities with psychographic surveys and continuous analyses that help it better understand customers’ needs. Beyond continuous listening efforts related to online and in-store experience monitoring, the Group has adopted a feedback culture and customer-centric approach, incorporating the customers’ perspective into decision-making and continuous improvement processes. 

An approach that demonstrates how, when customer listening becomes part of the corporate DNA, results are quick to follow.

The story of Prénatal Retail Group teaches us that truly putting the customer at the center is not impossible. It requires commitment, the right tools, the right partners, but above all, the willingness to engage every day.

As Mariela says, “What matters is not always having top scores; what matters is what your customers are telling you and treasuring the insights to keep improving.”

The video of the Talk with Mariela Di Luna is available on NeosVoc’s YouTube channel .

And if you think it might be right for you, contact us!