With the emergence of new characteristics of online customers, the reasons for online customer loss have become more diverse, such as the turnover of e-commerce enterprise personnel, the emergence of strong competitors, negligence of details, integrity issues, etc. Here we start from the perspective of online customers and analyze the reasons for online customer loss from three major aspects, namely perceived risk, perceived value and the external environment of the e-commerce industry.
With the increasingly fierce competition in the market, especially the online market, many companies have realized that the cost of developing a new customer is much higher than retaining an old customer. Old customers have become an important resource that major companies are trying hard to maintain. As the main direction of current development, e-commerce attaches great importance to customer resources. How to correctly understand and timely grasp the behavioral characteristics and laws of customers in the current e-commerce environment, and then strive for more customer resources is one of the key issues for the survival and development of e-commerce operators.
In recent years, although the level of the entire e-commerce has been continuously improving and the value created has been increasing year by year, the market is always limited. The numerous uncertainties in the online market have led to the current stage of customers in the e-commerce environment being in an uncertain state. Customer churn is serious and is worsening. We all know that for both physical enterprises and enterprises in the e-commerce environment, a relatively stable customer base plays a vital role for enterprises. It can make enterprises less disturbed by many uncertain factors and enable enterprises to make efficient decisions. Moreover, the extremely low churn rate of a stable customer base can improve the word-of-mouth effect of the enterprise. When the company launches new products and services, these stable customer bases are more receptive.
Therefore, if an e-commerce enterprise can maintain a stable customer base, it is equivalent to the enterprise being able to maintain a stable profit income and continue to grow on a stable basis. However, customer churn is a problem that every enterprise must face. It is also the biggest challenge to the stability of the enterprise’s customer base. What methods are used to predict the churn of online customers, identify lost customers with recovery value, and adopt what strategies to try to recover valuable customers. This has become a problem that every e-commerce enterprise should seriously consider.