Assumptions:
- The cost of acquiring of a new client is around 10 times greater than the cost of retaining the said client.
- An unsatisfied customer tells on average another 5 people about his or her negative purchasing experience.
- The majority of unsatisfied customers do not make a complaint, they simply do not purchase again.
Conclusions:
- The quality of the service/product perceived by the client is the key to the success or failure of the company.
- It is crucial to highlight and maximise the quality of the service/product offered at the moment of contact with the customer at the sales point.
- Companys can increase their profits by 100% if they increase (and maintain) their clientele (customer retention) by 5%.
- With "Mystery Analysis", one does not act to directly create profit, rather one optimises customer service to such an extent that the said customer is willing to pay a profit in recognition of what the company is doing from him/her.
The specific objectives that the analyses of BDS aim at are diverse but complementary: to monitor and measure service performance, to optimise customer retention, to increase positive collaborator/management relationships through incentives, monitoring and protection of structures and assets, to verify and monitor promotional programmes, to monitor complaints relating to price, sales, etc.
BDS is able to implement various types of Mystery Analysis on a national and international level in areas such as:
- Airports
- Tourism
- Recruiting/employer branding
- Banking/Insurance
- Industry
- Automotive
- Retail
