New UK Group SHARCC Buys Silent Customer

Newly-formed UK research company SHARCC Group has acquired Silent Customer, which provides mystery guest programmes, analysis and consultancy services for the hospitality sector; and has appointed former ESA Retail leaders James Keleher and Greg McDonald to the acquired firm's board.

SHARCC is a holding company formed two weeks ago, with majority stakes in six UK agencies: Potentia Insight, its subsidiaries DataTree and SigDiff and its Sports division; along with independent agencies Pegasus Insight and data collection specialist InsightX Research Solutions. The individual agencies retain their full operational independence.

Silent Customer was founded in 2008 by Janet Wood, and alongside its mystery shopping focus offers customer feedback, sentiment tracking and behavioural insight for multi-site businesses. The firm will continue to operate independently as part of SHARCC, while adding specialist expertise to the Group's offer.

Former ESA Retail MD Keleher is appointed in the same role at Silent Customer, and is joined on its Board of Directors by McDonald, who was ESA Retail's Chairman. Wood will remain actively involved in the business, alongside Sally Godwin, ensuring continuity for clients, partners and employees.

'Becoming part of SHARCC Group gives our clients access to broader capabilities and additional specialist expertise,' says Wood, 'while allowing us to retain the approach, culture and close client relationships that have always been central to our business.' Ant Randle, Director at SHARCC states: 'The addition of Silent Customer further strengthens the breadth of expertise available across SHARCC Group and expands our capabilities in customer experience, behavioural insight and consultancy.'

Web sites: www.sharcc.co.uk and www.silentcustomer.com .