Customer types


Customer types represent the different categories of customers that a company faces, with each customer class the company has to tailor a different product delivery and marketing strategy.

The variety of clients a company has, forces it to seek to develop different products and services. At the same time it forces her to apply a different service experience and of course a diverse marketing strategy.

Every day companies must dedicate more resources and time to:

  • Have a better understanding of your customers
  • Provide better help and customer satisfaction level
  • Achieve a long-term relationship, making it more continuous, more empathetic and with a higher level of familiarity

Companies attach great importance to different types of customers, their interest is manifested not only by what their next purchase represents for the business, but the more pleased they are, the customer becomes an emitter of positive opinion about our brand or product. The best communication message that a product can have is the opinion of a satisfied customer.

To generate greater loyalty, adhesion programs are generated that grant very special privileges to customers, for that reason customers do not leave the company because they lose their privileges.

What type of clients are there and how to treat them?

The great ranking divides actual and potential customers. Within each of these two large types, there are other subtypes that we will see below.

Real clients

They are the clients who buy from the company on a regular basis, which means that, in the current time, this type of client determines the volume of sales, the generation of income and the level of market share of the institution.

In other words, real customers establish the level of turnover that a company can have, so they could determine the level of profitability of the company. Real customers can be classified into four categories.

Due to being clients of the company and having trusted it, it is essential to have a close relationship with them. Perhaps the best way to treat a customer is by showing him closeness, worrying about what his experience has been with the products purchased and trying to solve the problems he may have.

Along with this, loyalty actions must also be carried out so that that customer continues to buy the company's products. In this way, the client will also feel supported by the company.

1.For their level of satisfaction

  • Very satisfied customer: These customers feel very satisfied because they consider that the product and service they receive exceeds their expectations. The client feels comfortable and happy with the relationship established with the company and therefore carries out the repurchase process. In addition, this type of client on many occasions acts as one more commercial of the organization since they transmit their satisfaction to other potential clients.
  • Satisfied customer: you are happy with the proposal you receive, but it could be changed if the competition offers you something that exceeds the value you are currently receiving. He always wants to receive more.
  • Dissatisfied customer: is the one who perceives that the offered offer does not correspond to what he wanted, so he is considered cheated or defrauded by the company. This client is very dangerous for any business, because they immediately go over to the competition, so the company must pay close attention to them. The after with this client should focus on listening to him and knowing what are the reasons for his discontent in order to be able to argue and change this opinion.

Among the elements that he values ​​are manners in dealing with employees, he likes to be treated by name, he values ​​the company's effort to deliver the best value proposition, he loves the details and the reception he receives from the company. The very satisfied customer does not usually change the brand or company in which he buys.

For our part, we must try to understand why customers are not satisfied with our company. This helps us to improve our proposals and if the client can be compensated, to prevent him from leaving us.

2. By the volume of purchase

  • High volume purchase customers: These are customers who are satisfied with the product and make purchases in large quantities, they usually have a share of the company's sales between 50% and 80%. This makes them priority customers for the company, since the survival of the business depends on them. They are known as wholesale or wholesale customers. This type of customer must perceive that the company values ​​them and facilitates their purchases through discounts or certain promotions.
  • Customers with average purchase volume: They are those who buy repeatedly at an average volume, it means that they are happy with the brand and the product. Customers of this type should be presented with rewards for their loyalty. For example, in a hairdresser, if the client comes 10 times, the next haircut will be free.
  • Low-volume customers: They like the product and are happy, but their purchasing power does not allow them to buy in larger quantities. It may also be that they are occasional customers and for that reason their purchase volume is low. They are retail, retail or retail customers.

3. For his influence

  • Very influential customers: They are those who have a very high level of influence to generate a positive or negative opinion on a very large number of users, they are generally opinion leaders. These clients can act as commercials for the company, so you have to work on their satisfaction and try to get them to talk about the company's product with their circles. For example, some companies pay artists or athletes to speak well of their products because of the impact it can cause on their consumers and consequently on their level of sales.
  • Clients with average influence: Those who have average influence, would be people who are specialists in an area and who, by speaking well or badly about the product, can move a good number of people to try and prefer our products. Like a doctor talking about a medicine.
  • Clients of family influence: These are those who can influence the purchase decision within family groups, which creates brand loyalty. For example the cereals that they give to babies because their grandmother recommends them.

4. By its frequency

  • Frequent buying customer: They buy periodically our products and brands, they are satisfied; companies try to retain these customers so that their relationship is maintained for long periods of time. With them the company must maintain a personalized and special treatment.
  • Regular customer: They make their purchases with a certain pattern of regularity, if they like the product. Companies seek to increase the frequency of their purchases.
  • Occasional buying customer: They are those who come to demand our goods and services only once, or from time to time. These customers are followed up, to ask for information that can be used to try to make them regular or frequent.

5. For its validity

  • Active customer: They are those who buy with some regularity in our business, they are paid a lot of attention because they are the ones who are forming our level of sales and income. The means must be found to conserve and retain them. The survival of the company depends on them.
  • Inactive customer: It is the one who once bought with us, but for some reason no longer does. It is necessary to locate them to know the cause or reason why they left the company and find a way to recover them.

Potential customers

They are potential new customers who might have the intention and purchasing power to purchase our products. Potential customers allow companies to develop and grow.

  • The potential client must have a suitable profile, a suitable purchasing power, a real need or any other factor. These are some of the characteristics that companies look for in order to be able to consider them as possible candidates to be incorporated into the company.
  • They can be decisive in projecting the future of the business.

Dealing with potential customers should vary depending on the type of customer in question. Perhaps the best way to work with potential clients is that they have a vision of the company that is more focused on solving their problems than on selling them something. Potential customers receive a multitude of proposals but will only buy the one that they perceive will satisfy a need.

Below is a summary picture of the types of customers:

In conclusion, we can indicate that customers are the fundamental basis of any business, therefore everyone strives to keep them satisfied, retain and retain them.

A satisfied customer buys more and more over time, because the long-term relationship makes cross-selling possible and this means that they acquire other ranges and product lines from the same company. They also make repeat purchases, by stocking up or replacing the products they consume.

The cost of the retained customer decreases as time passes, because the level of future purchase exceeds the costs incurred. Very satisfied customers recommend us and share a positive opinion to potential customers, about the product and the brand. Also the long-term relationship allows the customer to become less price sensitive.

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