[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. Pregnant Mug,Porcelain Mug,Coffee Mug Al Maaly International Trading Co., Ltd. , http://www.sd-ceramic.com
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.
Generally speaking, enterprises should start to block the gap of customer loss from the following aspects:
1. Do a good job in quality marketing. General Electric Company Chairman John F. Welch said: "Quality is a guarantee for GM's better customer loyalty. It is a more powerful weapon for GM to deal with competitors. It is a way for GM to maintain growth and profitability." It can be seen that only in the quality of the products can the company ensure that the product's durability, reliability, accuracy and other value attributes can gain an advantage in the market, and can create a good operational basis for product sales and brand promotion. Really attract customers and retain customers.
2. Establish a "customer first" service awareness. Last summer, Wuhan Qige, the sales of air conditioners increased greatly. Due to the limited number of local after-sales service teams, Haier expected its after-sales service to face a personnel crisis. Therefore, the head of Wuhan Haier quickly called the headquarters to request the after-sales service personnel of the Northeast market, and then the after-sales service personnel of Northeast Haier took the opportunity to go directly to Wuhan. The customer has received the support of Haier wholeheartedly, "sincere and forever" is really well-deserved.
3. Strengthen communication with customers. First, the company should timely transmit the information of the company's business strategy and strategy changes to the customer, so that the customer's work can be carried out smoothly. When a feed mill knows that the feed price will rise in the short term, it will always tell the dealer in time. Information is wealth, and customers are naturally grateful to manufacturers. Secondly, enterprises should fully explain the good prospects of the company to the old customers to enhance their business confidence.
4. Increase the customer's business value. This requires enterprises to improve the total value of products by improving products, services, personnel and image. On the other hand, by improving the service and promotion network system, the time, physical strength and energy consumption of customers to purchase products can be reduced to reduce currency and Non-monetary costs. This will affect customer satisfaction and the possibility of deep cooperation between the two parties.
5. Establish a good customer relationship. One of the reasons why employees take the opportunity to take away customers is that the company lacks in-depth communication and contact with customers. Only by collecting customer data in detail, establishing customer files for classification management and timely grasping customer needs can truly achieve the goal of “controlling†customers.
6, do a good job of innovation. Once the company's products cannot be adjusted and innovated according to market changes, it will fall behind the market. Ten years ago, few people asked for cell phones, fax machines, CD players, cars with navigation systems or music videos. But these products have now been created, and it is the operators who are ahead of the market to guide customers to drive the development of the market before they succeed.
7. Strengthen market monitoring efforts. In many cases, smashing goods is often the culprit leading to customer churn. Therefore, enterprises should conduct market inspections in a timely manner so that they can find problems in time and take time to take measures to control the spread of the situation, effectively reduce operational risks and maintain customers.
For those customers who want to take advantage of the situation, companies must take it seriously. "killing one hundred and one hundred" is the best policy. Preventing customer churn is both an art and a science. It requires companies to continuously create, deliver and communicate high-quality customer value so that they can acquire, maintain and increase customers, and forge the core competitiveness of the company. Enterprises have a market-based capital.