In the Viet nam healthy market, the competition is in high pressure as the same other business field. Therefore, many companies now aim to leverage any key advantage to do the business more efficiencies and effect than the rivals. The most important key to achieve this goals is that the maitain customer relationship as long as possible via many methods such as build up the customer loyalty, build up business strategies and improve the operating management, etc. This thesis has main objective clearly is that determine what are the symptoms? And from these defined symptoms the question is that what is main problem and main cause at the Naturally Plus Company which make cancelled orders from current customers. In accordingly, the alternative solution is reasearched and chosen based on company context to got the most benefit in current business situtation. The research method is based on literature review, quantitative interview, etc.. The practical part described in chapter 3, is qualitative research that is conducted by comprehensively interviewing three customers; key staff and managers for the target objective as well as external expert of customer relationship management field.