企业客户流失的原因及防范措施

On Enterprises ,Lose of Customers and Countermeasures

本文认为,客户的需要不能得到切实有效的满足是导致企业客户流失的最关键因素,一般表现为:企业产品质量不稳定,客户利益受损;企业缺乏创新,客户移情别恋;企业内部服务意识淡薄;市场监控不力,窜货现象严重;企业短期行为导致老客户流失等。文章从实施全面质量管理和提高市场反应速度两方面提出了防范客户流失的具体措施:进行产品质量管理;提高企业服务质量;降低客户经营成本,提高产品价值;建立强力督办系统,迅速解决市场问题,保证客户利益;建立投诉和建议制度,优化客户关系等。

this paper suggests that the main reason for the losing of customers is that requirements of customers cannot be met.Based on this suggestion,this paper puts forward some measures for keeping customers ,loyalty:establishing the system of quality control,bettering services provided to customers,lowing the cost of customers relation management and thus to raise the value of commodities,solving market concerned problems promptly so as to guarantee interests of cus-tomers,setting up the complain-lodging and suggesting system to improve the relations between enterprises and customers.