Acquiring a new customer costs considerably more than it does retaining a customer. Customers, once lost, are very difficult to win back. It is worth retaining customers by fulfilling promises and by adapting to suit their wishes, as well as possible.


It is difficult to gain a reliable understanding of what actually satisfiescustomers, due to the complex processes in choosing a service. This kind of understanding is only possible by continuing to develop research methods used in the service industry. 


Objective methods such as mystery shopping and subjective methods such as customer and employee surveys, as well as process- and event-driven method concepts are the right solution.