A global analytical report conducted by 4service in October 2024 surveyed customer experiences in Ukraine, Romania, Georgia, Kazakhstan, and Azerbaijan. It revealed that supermarkets were the most used services, while the medical sector was identified as needing significant improvement across all countries. Overall, factors such as product quality, price, and staff competence were highlighted as critical for enhancing customer service.

1. E x t r a c t s f r o m
A n a l y t i c a l r e p o r t o n
C X R E S E A R C H
Join Us for a Global
Prepared by 4Service
October 2024

2. RESEARCH DESIGN
2
INTERVIEW DURATION
Up to 5 minutes
METHOD
Anonymous online survey
(CAWI)
GEOGRAPHY
Ukraine, Romania,
Georgia, Kazakhstan,
Azerbaijan
DATA COLLECTION PERIOD
20.09 – 07.10.2024

3. Let's delve into the
Customer
eXperience

4. TOP3 SERVICES USED DURING THE YEAR
С1. What services have you used in the past year?
4
Supermarkets are among top-3 used services during the year in all the surveyed countries.
Ukraine:
Supermarkets 85%
Postal / delivery service 82%
Mobile communication /
telecommunications
75%
Supermarkets 83%
Clothing
and footwear stores
74%
Mobile communication /
telecommunications
67%
Supermarkets 86%
Banking and
financial sector
79%
Clothing and
footwear stores
71%
Supermarkets 76%
Mobile communication /
telecommunications
72%
Clothing and
footwear stores
54%
Supermarkets 72%
Banking and
financial sector
52%
Clothing and
footwear stores
52%
Romania:
Georgia: Kazakhstan: Azerbaijan:

5. TOP3 SERVICES THAT HAVE IMPROVED OVER THE PAST YEAR
С2. Have you noticed any change in the level of service over the past year in the following sectors?
5
Postal / delivery service
Entertainment industry
Marketplaces
Leisure and services sector
Cosmetic stores
Hotel and restaurant sector
Electronics and
appliance stores
Banking and
financial sector
Ukraine Romania Georgia Kazakhstan Azerbaijan

6. TOP3 SERVICES THAT HAVE WORSENED OVER THE PAST YEAR
С2. Have you noticed any change in the level of service over the past year in the following sectors?
6
Mobile communication /
telecommunications
Government institutions
Transport / passenger
transportation
Education
Medical institutions
Ukraine Romania Georgia Kazakhstan Azerbaijan

7. TOP3 SERVICES THAT HAVE IMPROVED/WORSENED OVER THE PAST
YEAR IN UKRAINE
С2. Have you noticed any change in the level of service over the past year in the following sectors? С3. What exactly has worsened in terms of service in the country over the
past year in the followingsectors? С4. What exactly has improved in terms of service in the country over the past year in the following sectors? 7
Improved
Entertainment industry
Postal / delivery service Marketplaces
43% 40% 37%
Speed of service 75%
Variety of services 47%
Friendliness and politeness
of staff
45%
Variety of services 50%
Variety of payment options 50%
Friendliness and politeness
of staff
42%
Speed of service 65%
Variety of services 59%
Variety of payment options 54%
Government institutions
Mobile communication /
telecommunications
Transport / passenger
transportation
40% 24% 23%
Price 83%
Product or service quality 72%
Service reliability 46%
Speed of service 83%
Staff competence 57%
Friendliness and politeness
of staff
53%
Product or service quality 49%
Speed of service 37%
Staff competence 30%
Factors of
improvement
Factors of
worsening
Worsened

8. С2. Have you noticed any change in the level of service over the past year in the following sectors? С3. What exactly has worsened in terms of service in the country over the
past year in the followingsectors? С4. What exactly has improved in terms of service in the country over the past year in the following sectors? 8
Cosmetic stores
Leisure and services sector Hotel and restaurant sector
48% 47% 46%
Variety of services 50%
Level of information
provided
46%
Price 38%
Variety of payment options 62%
Variety of services 52%
Product or service quality 31%
Product or service quality 61%
Variety of payment options 61%
Friendliness and politeness
of staff
58%
Government institutions
Education Medical institutions
24% 22% 22%
Staff competence 73%
Level of information provided 73%
Personalized approach 55%
Staff competence 92%
Friendliness and politeness
of staff
77%
Product or service quality 62%
Product or service quality 80%
Staff competence 73%
Friendliness and politeness of
staff
73%
TOP3 SERVICES THAT HAVE IMPROVED/WORSENED OVER THE PAST
YEAR IN ROMANIA
Improved
Factors of
improvement
Factors of
worsening
Worsened

9. С2. Have you noticed any change in the level of service over the past year in the following sectors? С3. What exactly has worsened in terms of service in the country over the
past year in the followingsectors? С4. What exactly has improved in terms of service in the country over the past year in the following sectors? 9
Leisure and services sector
Marketplaces
Electronics and
appliance stores
63% 61% 55%
Variety of services 52%
Pricing flexibility 50%
Speed of service 48%
Friendliness and politeness
of staff
64%
Variety of payment options 61%
Variety of services 57%
Friendliness and politeness
of staff
61%
Staff competence 57%
Product or service quality 50%
Government institutions
Mobile communication /
telecommunications
Transport / passenger
transportation
34% 23% 16%
Price 87%
Product or service quality 76%
Speed of service 66%
Price 61%
Product or service quality 56%
Speed of service 39%
Staff competence 75%
Friendliness and politeness
of staff
63%
Product or service quality 50%
TOP3 SERVICES THAT HAVE IMPROVED/WORSENED OVER THE PAST
YEAR IN KAZAKHSTAN
Improved
Factors of
improvement
Factors of
worsening
Worsened

10. Price 53%
Product or service quality 52%
Speed of service 37%
TOP3 FACTORS OF CUSTOMER SERVICE DEVELOPMENT
Price, product/service quality and staff (competence and politeness) are the most important factors in the development of
customer service in European and Asian countries.
С5. What is most importantto you in the developmentof customer service overall? Choose no more than 3 options.
10
Ukraine Romania
Georgia Kazakhstan Azerbaijan
Product or service quality 49%
Price 43%
Staff competence 35%
Product or service quality 52%
Friendliness and politeness of staff 40%
Price 36%
Product or service quality 55%
Price 48%
Staff competence 30%
Product or service quality 54%
Price 48%
Friendliness and politeness of staff 41%

11. TOP3 INDUSTRIES THAT NEED SIGNIFICANT IMPROVEMENT IN CUSTOMER
ORIENTATION
Medical sector is the primary sector that people wish to improve in all the surveyed countries.
Georgia is the only country where a sector of government institutions is absent from those that need
improvement
11
С7. In your opinion,which industry needs significantimprovementto increase customer orientation? Choose no more than 3 options.
Government institutions
Medical institutions
Transport / passenger
transportation
Education
Postal / delivery service
Supermarkets
Mobile communication /
telecommunications
Ukraine Romania Georgia Kazakhstan Azerbaijan

12. THE MOST CUSTOMER-ORIENTED BRAND/COMPANY IN DIFFERENT COUNTRIES
Nova Poshta is the most customer-oriented company in Ukraine (postal
and logistics), in Romania - the marketplace EMAG, in Georgia - the
supermarket 2nabiji, in Kazakhstan - Kaspi Bank, and in Azerbaijan - the
electronics and appliance store Kontakt Home.
12
С8. Which company/brand, regardless of the industry, do you consider the most customer-oriented?
Postal /
delivery service
Marketplaces Supermarkets
Banking and
financial sector
Electronics and
appliance stores

13. LET’SWORKTOGETHER
ANDCREATESOMETHING
GREAT