A customer is a treasure, not because of the sale that has been made, but because of all the sales that could be secured if we know how to how to build customer loyalty. However, each one is unique and, as if the market were a play, each has its own role to play. In this post We’ll take a look at the 11 types of customers which you’re bound to come across in your career as an entrepreneur. From the lover of social media, right through to those of us who are nostalgic for email, we’ll discover the quirks that make working with them so – shall we say – unforgettable!
Why is it so important to recognise each type of customer?
Recognising each type of customer is not only essential for success in the business world, but it can also be really fun. Imagine you’re the director of a play and each customer is one of your leading actors. Understanding their specific roles will enable you to adapt your script and offer them the best experience possible.
As you know, every customer has their own preferences, expectations and ways of interacting. By recognising and understanding these different types, you can tailor your approach, communication and strategies to meet their individual needs. This will not only improve your relationship with the customer, but also will undoubtedly boost the effectiveness of your campaigns marketing.
What is the difference between an internal and an external customer?
Before I met The 11 types of customer, we will look at two broad categories which are sometimes overlooked but which it is important to distinguish between: internal and external customers.
Internal client: I’m sure you’ve bought or signed up for a product or service from the very company you work for at some point and… surprise! You didn’t receive any discount or special benefit… that’s a mistake! A very effective marketing strategy, both for attracting customers and building loyalty, is to offer purchasing incentives and benefits to employees themselves, because they will be the best brand ambassadors – especially if the company is large.
In this context, each department or employee is regarded as a service provider to the other departments within the organisation. For example, the human resources department could act as a service provider to employees – who are regarded as internal customers – by offering services relating to staff management, training and other areas.
External client: On the other hand, an external customer is someone who is not part of the organisation and who purchases products or services from the company. These are the traditional customers that a company targets when selling its products or services. They may be individuals, other companies or organisations that buy or use what the company is offering on the market.
Learn how to identify the 11 types of customers you’ll come across throughout your business career
Each of these characters adds a unique touch to your business story. Get to know your audience and get ready for a masquerade in the world of marketing!
Informed customer
This customer is like a knowledge guru. They do their research, compare options, and always turn up well prepared. They know all about your products or services even before they get in touch with you.
Impulsive customer
Here comes the spark! This customer makes quick decisions without giving it much thought. They get excited easily and can be a passionate shopper.
A difficult customer
This client has a combative spirit. They enjoy a debate and will question every detail. Although challenging, they can offer valuable insights.
Undecided Customer
Will they or won’t they? This customer is finding it hard to make a decision. They need a bit more guidance and patience to finally take the plunge.
Confused customer
This customer might need some guidance. They’re feeling overwhelmed by the options and information. Your job is to clarify things and guide them through the process.
Silent client
Mysterious and reserved, this customer prefers to observe in silence. They won’t always express their opinions, but their satisfaction may be your greatest reward.
Negotiating client
Everything is negotiable with this customer. They look for special offers and discounts, and are always on the hunt for the best possible deal. Get ready for a tough negotiation!
Brand ambassador client
This customer doesn’t just buy – they also promote your brand. They’re passionate about your brand and share their enthusiasm with friends and family.
Loyal customer
The bedrock of your customer base. These customers always come back for more and remain loyal to your brand over time.
Hostage client
This customer might feel trapped – perhaps because of a long-term contract or a lack of alternatives. Your task is to turn them into a loyal customer.
Mercenary client
He’s looking out for his own best interests. There’s no loyalty, just transactions. This customer is constantly weighing up his options and could easily switch if he finds a better deal.
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