1.

Kaya Skin Clinic provided customized solutions to by taking care of personal

needs of customers that helped it to build a customer loyality.since it was already
established as a skin care expertIts key focus was on natural beauty , i.e to
provide with flawless skin in trms of feel,touch,and look and also on good quality
hair texture. Its ambience was aesthetically pleasing, comfortable and were
equipped with all the latest technologies.its service concept was designed by a
team which had dermatologists and beauty therapists. The team supervised
each the service delivery. Its R&D department has developed 15 different skin
care products and worked to improvise the skin and hair conditions in all aspects.

2. The following variables in business would make customers loyal to a particular

business:
i.The product consistency.
ii.The consistency in quality service delivery
Its loyality program was by the name KAYA SMILES that had 5 levels on the basis of
levels of transactions and frequency of visits .
Platinum –level customers were high value customers.
Gold level customers were high value but less consistent customers
Blue level customers were irregular customers with normal values.
Aqua Blue level customers were low value

3. KAYA had a call center which was very active and took care of CRM initiatives.
Kaya already has a strong customer base along with a remarkable brand value.It can
focus on its expertise to use more technically advanced equipment which provded more
comfort and ease to its customers and make the customer feel satisfied upto 100%.
As the customer feels more like home in the clinic,it is very rare that he will shift to any
other brand in future as he wont be getting the level of comfort that kaya is providing.

4. Different methods of customer segmentation are:

a) Frequency of visits
b) Value
Kaya implemented the customer segregation in the following ways.
 Customers who had visited once or twice in past 2 months were considered as
new joinees,
 Customer who visited quarterly were considered as active clients.
 Customers who were on the verge of lasping were considered as on the brink
customers.
 Customers who had stopped visiting the clinic were considered as lapsed
customers.