Customer loyalty. Real
impact on the business
results.
UKRAINIAN ACADEMY OF
BANKING
Savchenko Maria
What means loyalty?
Customer loyalty is a way to increase bank’s
profit by creating close relations with customers
The base of any loyalty program
is an emotional contact
Today we should gain a client as a
desired women – every day
Customer loyalty
Transferring to
competitor
Recommendations
-41%
65%
71%
The number of services
per client
Profitability of services
used (index)
2.17
2.2
2.1
2
1.9
1.8
1.7
100
88.3
73.1
1.9
50
0
Loyal
Positive response to the
proposals
100%
Loyal
Unloyal
83%
Unloyal
Impact on the
business
results
Confidence in their bank
60%
52%
40%
50%
17%
0%
20%
3%
0%
Loyal
Unloyal
Loyal
Unloyal
Image (brand)
Market share
Decrease costs
Relations between
American Customer
Satisfaction Index (ACSI)
and Dow Jones Index.
2.00%
1.00%
0.00%
-1.00%
-2.00%
-3.00%
-4.00%
-5.00%
-6.00%
-7.00%
-8.00%
Dow Jones index
ACSI
Comparison of customer
loyalty and market share
of the company
If people don’t keep loyalty in marriage,
can we rely on their loyalty to a single
brand or company?
Yonas Ridderstrale
YES!