The research world uses unique index of CLS – Customer Service Satisfaction, which allows to segment customers into groups making it possible to identify customer base stability and divide it into four target categories. To identify category to refer each of the customers the questions are used measuring satisfaction and company loyalty. Such clients segmentation allows to get to real pure truth. It also make possible to make more specific what the customer announced as important and what is really important for him/her. For example, the customer thinks no lines is critical for him/her, but in fact his/her NPS was influenced with the fact that cashier did not ask him/her for loyalty card. Such issues are estimated with specific technique. For example in customer experience research company 4Service we separate declared importance from the actual one and identify critical issues to retain customer, key factors influencing his/her attitude towards the company, issues connected with emotional sphere, issues catching him/her. Such analysis data allows to identify company’s achievement and competitive strength, the issues to be worked on, “must have” in standards. It will be clean toilets for some companies and sales assistant approach speed for another ones. There are certain standards which need to be observed at high level in the company on continuous basis, which can be called “hygiene minimum”. In such a way company’s capacities can be unlocked making it possible to set the goals on stepwise basis. It’s better to establish goals quarterly, but first and foremost to be done is to realize the importance of service factors for the customer, that is: what customer perceives as company advantages; factors affecting customer’s choice which are not recognized as important by the customer; what customer is expecting on default; factors of less importance for the customer which do not affect his/her choice. It allows to select tooling and to highlight key points in correct manner.

1. CUSTOMER
LOYALTY
SATISFACTION

2. 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%

3. 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
% %

4. 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

5. 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:

6. 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

7. 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.

8. %
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 *

9. 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 *

10. 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

11. 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

12. 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
HIGH
IMPORTA
NCE
LOW
IMPORTA
NCE
!
!
!
!
!
!

13. 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

14. WISH YOU TO GET
HIGH RESULTS
IN SERVICE QUALITY!
THANK YOU!