After 2022, Ukrainian clients' expectations changed: now loyalty is influenced not only by product or service quality, but also by speed, service and trust in the brand. Which sectors lead in NPS in 2024, and what does business need to do to retain customers? CEO and co-founder of Revisior startup Serhiy Shapirenko explains.

 

Russia's full-scale invasion of Ukraine changed the economic landscape in the country and reshaped customer expectations. People now value not just product quality, but also communication speed, service and brand positioning.

One of the most important service evaluation indicators is the net promoter score (NPS) — a customer loyalty index whose concept was presented in 2003 in Harvard Business Review by Bain & Company consultant Fred Reichheld. The first company to begin publishing NPS benchmarks was Satmetrix. It analyzed customer loyalty data across various sectors of the US economy, later expanding the study to Europe, Asia and other markets.

In Ukraine, Revisior has been researching service for the fifth year in a row and publishes the country's NPS Benchmark. 2024 was no exception. We assessed 18 major industry sectors and 353 brands. A minimum of five brands were taken for assessment in each sector. Approximately 2 million respondents were surveyed, a minimum of 1,712 respondents per brand. Hospitality, private healthcare and beauty salons proved to be leaders in NPS in 2024.

Which sectors in Ukraine are recovering fastest, what did customers value in 2024, and how can business preserve their loyalty?

 

Healthcare

Private healthcare traditionally maintains a high level of customer satisfaction — NPS 87.1, and this indicator has barely changed over three years.

But the truly surprising development was the sharp jump in trust in state healthcare. After a critical fall in 2022–2023 (NPS 28.4 → 11.5) the sector recovered to 70.3 in 2024.

What caused such improvement?

  • Investment in modernization — international aid and reforms contributed to hospital upgrades.
  • Rising service quality — medical staff received more opportunities for skills development, and patients gained access to better service.

Private healthcare remains the leader, but the gap between sectors has narrowed significantly, which may indicate deeper changes in the state system.

Logistics

Since the start of the full-scale invasion, Ukraine's logistics sector has been operating in crisis mode. However, instead of declining in quality, companies managed to restructure their processes and significantly improve their service level.

Over three years, NPS in logistics companies grew from 41.6 in 2022 to 75.8 in 2024.

Customers value most:

  • 34% of loyal customers value delivery speed most of all.
  • For 19%, priority is service quality — the responsiveness of managers and customer support contributed to NPS growth.

But complaints remain. The main reasons:

  • 28% of dissatisfied customers complain about branches — long queues, inconvenient location or incompetent staff.
  • Only 4% point to order errors — problems with fulfillment or package loss.

Companies that optimized their logistics and customer communication not only survived in crisis conditions, but also created new service standards.

Hotel and Restaurant Business

The pandemic and war hit HoReCa hard. In 2022, approximately 7,000 restaurants and cafes closed in Ukraine. In 2023, their number decreased by another 13%, to approximately 26,100 establishments, according to data from Pro Consulting. As of April 2024, an additional 157 hotels and restaurants were documented as damaged due to military action.

 

NPS 2022 in the restaurant business was 63.5, but then fell sharply. Despite some recovery in 2024 (49.2), the indicators are still far from pre-war levels.

Guest loyalty in HoReCa is now influenced by: staff competence (25%); service quality (24%) and atmosphere (7%). In 2019 guests preferred food and atmosphere. In 2020 they forgave competence issues (it was not a key criterion), the main priorities were food quality and accessibility of the establishment.

The main reasons for complaints:

  • Order problems (20%) — long waiting times, food not matching the description.
  • Poor service quality (19%) — slow response, lack of personalized approach.

HoReCa is being forced to change its business model, focusing on automation, personalized service and flexibility in the new economic realities.

Retail

Changes in consumer purchasing behavior continue to affect retail, forcing it to balance between product quality and service level. The greatest impact on NPS is exerted by staff competence (54%), service quality (35%) and product range (10%).

Among the main reasons for dissatisfaction — long waiting times, out-of-stock items, order errors, as well as product quality and their compliance with stated specifications.

Companies that invest in staff training, service improvement and logistics will gain a significant market advantage.

Financial and Insurance Sector

Customers of the financial and insurance sector value most service quality (40%) and responsiveness in resolving issues (10%). At the same time, they are disappointed by long response times (21%) and non-transparent payouts (5%).

Banks and insurance companies that simplify communication, optimize procedures and increase service speed achieve the highest levels of loyalty.

2024 showed that the quality of customer service has become a key factor in choosing a company. If previously service was perceived as part of operational activity, today it is a strategic advantage.

What is next? The trends are clear: businesses that are already investing in personalization, speed of request processing and communication flexibility are securing customer trust for the future.