CUSTOMER LOYALTY SATISFACTION

METHODOLOGY

SEGMENTATION OF CUSTOMERS INTO GROUPS WHICH ALLOWS TO

DEFINE THE STABILITY OF CUSTOMER BASE

The questions, which determine the customer’s satisfaction and loyalty to the

company, are used to define the category to which each customer belongs.

SATISFACTION ISSUES

•How do you estimate the quality of

service in general?

•How likely are you to recommend this

retail outlet to friends or colleagues?

LOYALTY ISSUES:

• Will you attend retail outlets of this

network as a regular customer in

the future?

• Estimate the retail outlet in

comparison with the competitors.

+

100%

100%

METHODOLOGY

SEGMENTATION OF CUSTOMERS INTO GROUPS WHICH ALLOWS TO DEFINE THE STABILITY OF CUSTOMER BASE

+

The comparison of received

answers allows to divide

customers into

4 MAIN GROUPS: =

SATISFACTION LOYALTY

EQUAL TO ONE

OF THE MAIN 4

GROUPS % %

Satisfaction

Loyalty

SEGMENT PRIME

SEGMENT DEPENDENT

Satisfaction

Loyalty

Satisfaction

Loyalty

SEGMENT HESITANT

Satisfaction

Loyalty

SEGMENT PROVOKING

4 GROUPS

the target

audience for

cross-selling

and increase the

average check

Currently could

not leave the

company due

to external

barriers

They are looking

for better

alternatives may

be price

sensitive. The

target audience

for the loyalty

program.

Disseminators of

negative reviews

about the company

YES

NO

NO

NO

YES

YES

YES

NO

METHODOLOGY

IDENTIFICATION OF KEY FACTORS INFLUENCING THE CLIENTS

ATTITUDE TO THE COMPANY

CUSTOMER SURVEY. Respondents answer the following question

– what type of standard is the most

important for them at the each stage of

servicing.

The importance of the standard declared by the customer is determined (how customers estimate the need for its implementation).

CORRELATION ANALYSIS .

The degree of correlation between the

results of the implementation of service

standards and satisfaction and loyalty of

customers is calculated.

Actual importance of standards for

the customer is determined (how

does it actually influence customer

satisfaction and loyalty).

COMPARISON OF THE

RESULTS.

It allows to identify the impact of each of the

standards in the customers attitude to the

company.

Priorities in building relationships with

customers are determined depending

on the level of the actual

implementation of standards of service

for each group.

Determination of group of standards which have the maximum impact

on the customer satisfaction and loyalty to the company is carried out

in several stages:

METHODOLOGY

The fact that the customer

perceives as the benefits of

the company

DECLARED AND

ACTUAL IMPORTANCES

ARE HIGH

Factors influencing the choice

of the customer, but the

customer does not recognize

their importance

ACTUAL

IMPORTANCE IS HIGH,

DECLARED ONE IS LOW

The fact that the customer

expects by default

DECLARED

IMPORTANCE IS HIGH,

ACTUAL ONE IS LOW

Least important factors for

the customer, such factors do

not affect the customer's

choice

DECLARED AND

ACTUAL IMPORTANCES

ARE LOW

IDENTIFICATION OF KEY FACTORS INFLUENCING THE CLIENTS

ATTITUDE TO THE COMPANY

CUSTOMER SEGMENTATION BY THE LEVEL OF SATISFACTION AND

LOYALTY TO THE COMPANY

SEGMENT DEPENDENT – Medium or law

satisfaction, but high

loyalty

SEGMENT HESITANT – Medium or high

satisfaction,

but low loyalty

SEGMENT PROVOKING – Low satisfaction,

and loyalty

11,4%

79,0%

9,4%

SATISFACTION

(general assessment and

recommendations)

LOYALTY (prolongation and

competitive advantages)

SEGMENT PRIME – High satisfaction,

and loyalty

0,2%

%

%

Most of the audience is the customer segment PRIME 79,0%, that is visitors who appreciate the

network as a whole and give preference to it over others. However, it should be noted that a significant

proportion of client assets - 11,4% is vulnerable to competitor’s offerings, and 9,4% of customers

visit the Network under the influence of external circumstances.

% 79,0%

%

SATISFACTION

(general assessment and

recommendations)

LOYALTY

(prolongation and

competitive

advantages)

SEGMENT PRIME – High satisfaction,

and loyalty

%

%

%

SEGMENT PRIME Completely satisfied, committed to the

company

FACTORS THAT INFLUENCE THE

DECISION ABOUT VISIT: Product (42%),

Service (34%).

SERVICE STANDARDS, THAT HAS THE

HIGHEST POSITIVE IMPACT: “If you

address to the staff member, who is already

provided service to the other customer, he

will politely listen to you, offer his help or call

other free staff member”

“The staff member offers you to try on any

product of interest regardless of the trading

hall area” *target audience for the cross-selling

REASON FOR LOYALTY

PRODUCT

SERVICE

REASON FOR SATISFACTION Attention

Offer to trying on

SEGMENT PRIME *

11,4%

%

%

SATISFACTION

(general assessment

and

recommendations)

LOYALTY

(prolongation and

competitive

advantages)

%

%

%

*they are looking for better alternatives, and is the target audience for the loyalty program.

REASON FOR NON-LOYALTY PRICE

REASON FOR SATISFACTION Greeting

Comfortable atmosphere

SEGMENT

HESITANT –

Medium or high

satisfaction,

but low loyalty

SEGMENT HESITANT * Satisfied, but not committed

FACTORS THAT INFLUENCE THE DECISION

ABOUT REFUSAL OF VISIT : PRICE (43%).

SERVICE STANDARDS, THAT HAS THE

HIGHEST POSITIVE IMPACT : “The staff

member greets you politely and friendly. He

asks: “Can I be of service to you?”, “The staff

member creates a comfortable atmosphere for

you during the communication (he

demonstrates a positive attitude, is opened to

dialogue, smiling)”.

SEGMENT HESITANT *

SEGMENT DEPENDENT *

%

%

9,4%

SATISFACTION

(general assessment

and

recommendations)

LOYALTY

(prolongation and

competitive

advantages) %

%

%

*currently can not leave the company because of external barriers

REASON FOR LOYALTY PRODUCT

LOCATION

REASON FOR NON-LOYALTY Attention

Activity

SEGMENT DEPENDENT * Not satisfied, but are committed to the brand FACTORS THAT INFLUENCE THE DECISION

ABOUT FURTHER VISIT : Product (47%) и

Location (32%).

NON-FULLFILMENT OF SEVICE STANDARDS

THAT HAD THE NEGATIVE INFLUENCE:

“The staff member emphasize the correctness of your choice”, “During the communication the staff member energizes, inspires you to shopping (the staff member is active, glad to help).”

SEGMENT DEPENDENT – Medium or low satisfaction, but high loyalty

SEGMENT PROVOKING *

%

%

%

SATISFACTION

(general assessment and

recommendations)

LOYALTY

(prolongation and

competitive

advantages)

0,2%

%

%

*currently can not leave the company

because of external barriers

REASON FOR NON-LOYALTY LOCATION

REASON FOR NON-

SATISFACTION Greeting

Cashier work

SEGMENT PROVOKING* Not satisfied and not committed

FACTORS THAT INFLUENCE THE DECISION

ABOUT REFUSAL OF FURTHER VISIT :

LOCATION (100%).

NON-FULLFILMENT OF SEVICE STANDARDS THAT HAD

THE EXTREMELY NEGATIVE INFLUENCE: “The staff

member greets you with a smile, sincerely and friendly”

“Cashier and/or staff member, who worked with you, thanks

you for shopping and offers a reason to return ”

SEGMENT PROVOKING –

Low satisfaction

and loyalty

The fact that the customer

perceives as the benefits of

the company

Factors influencing the

choice of the customer, but

the customer does not

recognize their importance

IMPORTANCE OF FACTORS OF SERVICE

The staff

member creates

a comfortable

atmosphere for

you during the

communication

The staff member

greets you with a

smile, sincerely

and friendly

The staff member

gives you

interesting facts

about the product

The staff member

adapts to your

style of

communication,

behavior, your

needs

The staff member

offers you to try

on any product of

interest

regardless of the

trading hall area

If you address to

the staff member,

he will politely

listen to you, offer

his help or call

other free staff

member

During the entire

return process the

staff member is

polite, calm and

keeps a positive

attitude towards

the buyer

The cashier

greets you with a

smile, polite and

friendly

Most important for customer retention

Most emotional sphere

The actual importance of standards for customers

(how does it actually influence the customer’s choice)

The importance of the standards declared by the customers

(how customers evaluate the need for their implementation)

The fact that the customer expects by default

Least important factors for

the customer, such factors

do not affect the

customer's choice

HIG

H

IMP

OR

TA

NC

E

LO

W

IMP

OR

TA

NC

E

! !

! !

!

!

KEY FACTORS OF SERVICE AND POTENTIAL OF THE COMPANY

RETENTION OF HIGH

RESULTS

•COMFORTABLE ATMOSPHERE

•GREETING

•CONSIDERATION OF NEEDS

•POLITENESS DURING THE RETURN

PROCESS, CASHIER WORK

•ASSISTANCE PROPOSAL

•OFFER FOR TRYING ON

TOP-LINE IN SERVICE

IMPROVEMENT

INTERESTING FACTS ABOUT

PRODUCTS

ACHIEVEMENTS

OF THE

COMPANY

PRIORITY ISSUES

WISH YOU TO GET HIGH RESULTS IN SERVICE QUALITY!

THANK YOU!