On March 31st, 2014, Moscow hosted the International PLUS-Forum "Online & Offline Retail 2014", giving the floor to 4Service company as a service expert.

service improvementOn March 31st, 2014, Moscow hosted the International PLUS-Forum "Online & Offline Retail 2014", giving the floor to 4Service company as a service expert. Sergey Pashkovskiy, the 4Service Group Service Director, presented the findings of a service quality study in Russia’s offline retail market and gave some advice on service improvement for that network.

As recent 4Service studies note, the best service is provided by home appliance retailers. Thus, from January-March 2014, service evaluation in the industry showed the following results: the standard compliance index reached 84.9% and the service quality subjective assessment measured 84.0%. This means that standards compliance meets customer expectations. At the same time, according to the 4Service study, supermarkets show high standards compliance (91%) but their service is seen as overly formal, since the subjective assessment index of service quality in this sector of Russian retail is as low as 72.9%.

The best evidence of customer satisfaction with service is a high NPS index (net promoter score). Thus, as the 4Service study reads, the highest customer loyalty belongs to Russian home appliance retail networks (49.4 %), then come clothing and footwear retailers at 30.8%, and supermarkets at 30.0%.

The customer-oriented strategy of retailers has become one of the most topical issues in the forum. Since service quality is a key factor when a customer makes a decision whether to visit an outlet, the experts and delegates of the forum supported the idea that service should be measured and improved both in offline and online retail.

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