Agencies are losing accounts

           While many agencies have had very long-lasting relationship with their clients, there are a number of reasons clients switch agencies. George E. Belch mentioned an example that PepsiCo moved its Diet Pepsi account from BBDO to DDB Worldwide citing concerns over the creative work. Diet Pepsi’s ad has been handled by BBDO since the brand was introduced in the 1960s. Although BBDO still handle some advertising for other PepsiCo soft drink brands, the move is an example of how clients are willing to change their agencies for underperforming brands (Belch, 2012).

            One of the reasons why agencies lose clients is clients are dissatisfied with the quality of the advertising or service, which provide by the agency. Also, the poor communication, and personality conflicts can cause clients switch agencies. Clients and agencies cannot work well together, and fail to develop the communication necessary to sustain a favorable working relationship sometimes.

            There are amount of changes also can cause agencies lose clients. A change in personnel at the agency can create problems. Also, the changes in the size of the client or agency can cause clients lose (Belch, 2012). Some consumers may decide that they need a larger agency to handle its business. On the other hand, if the agency grows too large, some consumers may want to move to a smaller agency. Moreover, a client may change its marketing strategy and decide to move to a new agency to carry out the new program.

            Moreover, lack of integrated marketing capabilities is a reason why agencies lose clients. Consumers always look for more integrated marketing services, and the competitive market gives more agencies opportunities to provide greater expertise in a particular area, such as digital marketing.

            However, agencies should recognizes why they lose clients that is can help them try to adapt their programs to make sure the clients is satisfied.

细节的疏忽使客户离去：客户与厂家是利益关系纽带牵在一起的，但情感也是一条很重要的纽带，一些细节部门的疏忽，往往也会导致客户的流失。企业忽视的一个问题是，消费者是"上帝"，但是忘记了一个原则经销商是企业的衣食父母。一些民营企业老板比较吝啬，一些区域代理商大老远的来到企业参观，最终连顿饭都不给吃，当人家已经定好票反程的时候才说，应该请你去吃饭，当然这是长理，也是个小的细节，但是有没有想过这样一个问题，经销商只是为了你的一顿饭来的吗？这不是荒唐的问题吗？其实往往大事有的并不怎么计较，往往细节的忽略会造成一个非常不良的印象。

诚信问题让客户失去：厂家的诚信出现问题，有些业务经理喜欢向客户随意承诺条件，结果又不能兑现，或者返利、奖励等不能及时兑现给客户，客户最担心和没有诚信的企业合作。一旦有诚信问题出现，客户往往会选择离开。例如：我参加服务的山东一家企业，他们给经销商的承诺很多，进货30万就给一台微型车，但是半年过去了，企业又在互相的推脱，这样以来客户的心理就有一种感觉，感觉企业不够诚信。

店大欺客，客户不堪承受压力：店大欺客是营销中的普遍现象，一些着名厂家的苛刻的市场政策常常会使一些中小客户不堪重负而离去。或者是心在曹营心在汉，抱着一定抵触情绪来推广产品。一遇到合适时机，就会甩手而去。

竞争对手夺走客户: 任何一个行业，客户毕竟是有限的，特别是优秀的客户，更是弥足珍稀的，20％的优质客户能够给一个企业带来80％的销售业绩，这是个恒定的法则。所以往往优秀的客户自然会成为各大厂家争夺的对象。小心，也许你的主要竞争对手现在正在对你的大客户动之以情，晓之以理、诱之以利，以引诱他放弃你而另栖高枝。任何一个品牌或者产品肯定都有软肋，而商战中的竞争对手往往最容易抓到你的软肋，一有机会，就会乘虚而入，所以也警示企业一个问题，那就是加强员工团队的建设问题。

References:

Belch, E. George & Belch, A. Michael. (2012). Advertising And Promotion: an integrated marketing communications perspective-9^th ed. Published by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc.

Losing Clients. (2012). Consumer Losing. Baidu.com. Retrieved from: http://baike.baidu.com/link?url=ful5-0jBBUlYbztSC9-tuhgUlxyRtymRoueU2HBuo0Et2OVo-UavqTkuZTf0eOvUS53Fga-4WqMlx4XlXuCsoa