[China Glass Network] Customer churn has become the embarrassment faced by many companies. Most of them also know that losing an old customer will bring huge losses, and enterprises need to develop at least ten new customers to make up for it. But when asked why corporate customers are losing, many corporate executives are confused and talk about how to prevent them. They are sincere and fearful.
The fact that the customer's needs cannot be effectively and effectively satisfied is often a key factor leading to the loss of corporate customers, and is generally manifested in the following aspects:
1. The quality of the company's products is unstable and the interests of customers are damaged. Based on the fresh taste of the products and the high rebate policy of the manufacturers, the dealer Zhang and A Beer signed a distribution contract, and the first batch of goods was quickly tested locally. However, due to the unsatisfactory quality of the second batch of goods, consumers have shifted their sights. However, Zhang had no choice but to withdraw from the operation of the product.
2, the company lacks innovation, the customer "transfers love". Any product has its own life cycle. As the market matures and the price transparency of products increases, the interest space that products bring to customers is often smaller and smaller. If the company can't innovate in time, the customer will naturally find another way. After all, the interest is the better lever to maintain the relationship between the manufacturers.
3, the company's internal service awareness is weak. The arrogance of employees, the problems raised by customers can not be solved in time, the consultation is ignored, the complaints are not handled, and the inefficiency of service personnel is also an important factor that directly leads to customer loss. The neighboring households are all B-type electrical appliances, and there are few faults. Unexpectedly, the air conditioner broke down a few days ago, and the telephone was hard to connect. As a result, the sales department and the service department of the enterprise pushed each other together, and the time went wrong, but the time was not solved. . Later, the neighbors vowed never to use the B-brand electrical appliances.
4. The market monitoring is weak and the sales channels are not smooth. When a food company develops the Shanxi market, it has invested a high marketing fee for the dealers, but the investment in the marketing costs of the old market in Sanmenxia, ​​Henan is relatively low. As a result, the marketing manager and local distributor of the Shanxi market. Unicom, arbitrarily dumped goods to the Sanmenxia market. The dealers in Sanmenxia Market were unprofitable and had to "reluctantly cut love" and gave up the operation of the company's products.
5, employees quit, took away customers. Due to the lack of exquisite and standardized customer relationship management in many enterprises, the bridge role between the customer and the enterprise is fully exerted, and the enterprise itself has relatively weak influence on the customer. Once the business personnel quit, the old customer will go with it. . This brings with it the strength of the competition.
6, the customer encounters new temptations. The market is fiercely competitive. In order to be able to gain a favorable position in the market quickly, competitors often attract favorable resources to attract those resourceful customers. Under the heavy money, there must be a brave man. It is not a strange phenomenon for the customer to "change the festival".
In addition, individual customers are self-sufficient in their business operations. In order to get the manufacturers' market benefits, they will take advantage of the "active loss". Enterprises can't meet their special needs and have to give up.
Finding the disease of customer loss, as for how to prevent it, enterprises should also combine their own conditions to "prescribe the right medicine" is fundamental.
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