Silent customers pose a major risk to companies. They rarely let companies know when there is a problem or when they are dissatisfied and then they unexpectedly cancel their services or simply never return to a business.
Within the hospitality industry specifically, we have found that it’s not uncommon to see well over 50% of guests who stay for the first time do not return in the next four years. We call this the “silent guest” or the “one and done” customer and they are seen through all industries on varying scales.
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