客户流失的原因探析与预防

摘要
面对激烈的市场竞争，客户关系变得越来越脆弱。保持客户，避免客户流失,成为和赢得新客户同等重要营销策略。本文从客户的分类入手，确定客户流失的类型，客户的流失主要归纳为以下五种类型：（1）有意识地被推走的客户；（2）无意识地被推走的客户；（3）被拉走的客户；（4）被买走的客户；（5）迁移的客户。
根据客户流失的原因，通过引入关系营销的思想，提出了解决客户流失问题的措施。首先，建立专门的客户关系管理机构。其次，要与客户进行高效的沟通，企业与客户关系的基础是沟通。同时，要建立起相应的企业文化，客户导向理念应成为企业文化的核心内容，并且在企业开展内部营销。

关键字：客户流失，客户分类，关系营销
ABSTRACT
Facing fierce marketing competition, the relationship of customer becomes more and more fragile. Keeping customers in order not to lose them is one of the important sales strategy as well as finding new ones. In the text, we begin to study from classify of customers. Using the marketing theory, analyze cause of losing customers; at the same time bring forward the strategy that keeps them. The type of customers are the customers who were pushed away consciously, the customers who were pushed away unconsciously, the customers who were draw away, the customers who were brought, the transferred customers.
Put forward the solution to the problem of losing customers according to the reasons of the losing customers. Company should establish customer’s relationship management department, and then make efficient communication with customers, meanwhile, customers oriented should be core of company's culture and company should run internal marketing.

Key words: losing customers, customers classify, relationship marketing

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