4432 - BES323

CUSTOMERS

TECHNOPRENEURSHIP

FEBRUARY 2023

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 TABLE OF CONTENTS
CLASSIFICATIONS OF EXAMPLE OF SUGGESTION FOR
CUSTOMERS
CUSTOMERS CUSTOMERS IMPROVEMENT

CUSTOMERS CLASSIFICATIONS OF CUSTOMERS

 Understanding customers  Types of customers
 Studying customers -before and after purchase
 Customer service -loyal customers
 Customers Vs. Consumers

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 REPORTERS

LOVELY JOY SILAGAN JONATHAN A. CLAVERIA JR. RHINEL JHON J. INTES ARVIH ANGELU V.
MANGANSAKAN

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WHAT IS A CUSTOMER?

A customer is an individual or business that purchases another company's goods

or services. Customers are important because they drive revenues; without them,
businesses cannot continue to exist. All businesses compete with other
companies to attract customers, either by aggressively advertising their
products, by lowering prices to expand their customer bases, or by developing
unique products and experiences that customers love. Think Apple, Tesla,
Google, or TikTok.

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• CUSTOMERS ARE THE INDIVIDUALS AND BUSINESSES THAT PURCHASE
GOODS AND SERVICES FROM ANOTHER BUSINESS.

• To understand hOW TO BETTER MEET THE NEEDS OF ITS CUSTOMERS,

SOME BUSINESSES CLOSELY MONITOR THEIR CUSTOMER
RELATIONSHIPS TO IDENTIFY WAYS TO IMPROVE SERVICE AND
PRODUCTS.

• THE WAY BUSINESSES TREAT THEIR CUSTOMERS CAN GIVE THEM A

COMPETITIVE EDGE.

• ALTHOUGH CONSUMERS CAN BE CUSTOMERS,

CONSUMERS ARE DEFINED AS THOSE WHO
CONSUME OR USE MARKET GOODS AND
SERVICES.

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UNDERSTANDING CUSTOMERS

Businesses often honor the adage "the customer is always right" because
happy customers are more likely to award repeat business to companies who
meet or exceed their needs. As a result, many companies closely monitor their
customer relationships to solicit feedback on methods to improve product
lines. Customers are categorized in many ways. Most commonly, customers
are classified as external or internal.

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UNDERSTANDING CUSTOMERS

External customers are dissociated from business operations and are often the
parties interested in purchasing the final goods and services produced by a
company. Internal customers are individuals or businesses integrated into
business operations, often existing as employees or other functional groups
within the company.

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STUDYING CUSTOMERS

Businesses frequently study their customers' profiles to fine-tune their marketing

approaches and tailor their inventory to attract the most customers. Customers are
often grouped according to their demographics, such as age, race, gender,
ethnicity, income level, and geographic location, which all may help businesses
cultivate a snapshot of the "ideal customer" or "customer persona." This
information
helps companies deepen existing customer
relationships and reach untapped consumer
populations to increase traffic.

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CUSTOMER SERVICE

Customer service, which strives to ensure positive experiences, is key to a

successful seller/customer dynamic. Loyalty in the form of favorable
online reviews, referrals, and future business can be lost or won based on a
good or bad customer service experience. In recent years, customer service
has evolved to include real-time interactions via instant message chats,
texting, and other means of communication.

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CUSTOMERS VS. CONSUMERS

The terms customer and consumer are nearly synonymous and are
often used interchangeably. However, there exists a slight difference.
Consumers are defined as individuals or businesses that consume or
use goods and services. Customers are the purchasers within the
economy that buy goods and services, and they can exist as consumers
or alone as customers.

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CLASSIFICATION OF
CUSTOMER

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BEFORE THE PURCHASE

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TYPES OF CUSTOMERS: BEFORE THE PURCHASE

1.The Lookers
Lookers are the customers who are just browsing through your
services and probably looking through your competitors as well.
They’ve shown some interest, but they are yet to
decide on anything.

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TYPES OF CUSTOMERS: BEFORE THE PURCHASE

2.Discount Customers
Discount customers are interested in your product only because you
are offering it at a discounted price. There’s no way that discount
customers are going to get it at the usual price.

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TYPES OF CUSTOMERS: BEFORE THE PURCHASE

3.Researchers
These types of customers have done their research, compared you with
your competitors, and are looking for the best possible option.

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TYPES OF CUSTOMERS: BEFORE THE PURCHASE

4.Impulse Customers
Impulse customers have not really planned on
purchasing your products, or any products
for that matter. They make purchase decisions
at the spur of the moment.

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TYPES OF CUSTOMERS: BEFORE THE PURCHASE

5.Unsure Customers
These types of customers are similar to lookers but are more
confused and unsure about which direction to move forward.

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TYPES OF CUSTOMERS: BEFORE THE PURCHASE

6.Looking-to-Switch Customers
The looking-to-switch customers who have
subscribed to a similar product or
service but are unsatisfied with them.
This is why they are looking at you
as an alternative.

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AFTER THE PURCHASE

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TYPES OF CUSTOMERS: AFTER THE PURCHASE

7.New Customers
New customers have just made their first purchase. They are still
trying to understand your product and need guidance. This is the stage
where you make a lasting first impression.

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TYPES OF CUSTOMERS: AFTER THE PURCHASE

8.Active Customers
Active customers are the ones who are actively using your products
or services. But they’re not your loyal customers yet.

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TYPES OF CUSTOMERS: AFTER THE PURCHASE

9.Lapsed Customers
Things went wrong, and these customers have left you already even if you did not
decline a request politely. But don’t lose hope yet. There’s still time to fix things and
earn your lapsed customers back. Again, being quick and proactive is the key here.
You need to identify these lapsed customers as soon as possible. Or it may be too late
for you to win them back.

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TYPES OF CUSTOMERS: AFTER THE PURCHASE

10.Unhappy Customers
Unhappy clients are the most delicate ones to handle. Such customers
have made purchases from you but are unsatisfied with your brand or
your services.

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TYPES OF CUSTOMERS: AFTER THE PURCHASE

11.At-Risk Customers
At-risk customers are similar to unhappy customers, but unlike them,
they are not unhappy. Rather, at-risk customers may have stopped
using your services because they lost interest, opted for your
competitors, or got busy with something else.

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TYPES OF CUSTOMERS: AFTER THE PURCHASE

12.Referral Customers
Referral customers are those who have been referred to your brand by
one of your loyal customers. So it’s highly likely that they know very
little about your services.

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LOYAL

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TYPES OF CUSTOMERS: LOYAL

13.Loyal Customers
Loyal customers are the best kind of customers to have for your
business. Repeat customers types keep coming back to you for
different products and services and they seem
to be impressed with your brand.

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TYPES OF CUSTOMERS: LOYAL

14.Lifetime Customers
Lifetime customers are your loyal customers, but even better! They
have opted for the lifetime subscription of your product or service.

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TYPES OF CUSTOMERS: LOYAL

15.Referring Customers
Referring customers are the types of customers who are happy with
your products or services and are willing to refer you to new
customers.

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 TYPES OF CUSTOMERS: LOYAL

16.Advocate Customers
Advocates are the types of customers who are, by far, the most
profitable clients of yours. Apart from being loyal or lifetime
customers, they are also your brand’s loyal advocates.

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EXAMPLE OF CUSTOMERS

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1. POTENTIAL CUSTOMERS

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POTENTIAL CUSTOMERS

1. Potential Customer Kind of person who is very likely to buy the

product or service offered by the business. e.g. a customer looking for
an apartment in a particular area becomes a potential customer for the
local realtors who would have a flat which will suit the requirements
of the customer.

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POTENTIAL CUSTOMERS

The customer might end up buying the apartment. Potential customers

can present an opportunity for the business to sellers and after
qualification can convert into a quote stage and eventually result in an
order or a sale.

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2. LOYAL CUSTOMERS

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LOYAL CUSTOMERS

Loyal Customers Those who are loyal to one business and repeat the
purchases irrespective of minor changes in parameters like price,
quantity etc.

e.g. a customer who buys the same airline's ticket irrespective of price.

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3. NEW CUSTOMERS

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NEW CUSTOMER

The customers who have used the product or service for the first time
from a particular organization. Such customers can be switching from
a competitor brand or may be new entrant into the market.

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NEW CUSTOMERS

e.g. a person buying car for the first time after a salary raise. From the
perspective of the organization, a new organization would acquire new
customers from the market either by launching a new product category
altogether or launching a competitive product offering in the market.

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4. DISCOUNT CUSTOMERS

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DISCOUNT CUSTOMERS

Those who only buy or use the offering because it was on discount or
offered a cashback. These people are more likely to switch brands
easily if prices reduce unlike loyal customers. e.g. A customer who
takes a different flight based in the discounts offered though the
preferred airline brand was different based on past travels.

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5. FORMER CUSTOMERS

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FORMER CUSTOMERS

Those who were once buyer of one business and became buyers of a
new business because of some reason. These people would still be
potential customers as they have already tried the product or service
once.

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6. INTERNAL CUSTOMERS

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INTERNAL CUSTOMERS

One who is connected to your organization and is internal to your

organization. These for example are your shareholders, employees &
other stakeholders.

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7. EXTERNAL CUSTOMERS

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EXTERNAL CUSTOMERS

An external buyer is a buyer of your services and products but external

to your organization. An example of your external consumer could be
people buying your products in the marketplace.

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8. INTERMEDIATE CUSTOMERS

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INTERMEDIATE CUSTOMERS

Customer Those who purchases the goods for re-sale e.g. retailers. The
customers are part of a longer supply or value chain.

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SUGGESTION FOR
IMPROVEMENT
TECHNOPRENEURSHIP

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Sometimes, customers contact the customer service department to
suggest ways to improve the product they've purchased. When you
answer this question, you can offer to communicate the request to the
correct person while remaining honest about your ability to make the
change yourself.

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REQUEST FOR AN
OUT-OF-STOCK ITEM

TECHNOPRENEURSHIP

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A customer might contact you to ask for an item that's temporarily out
of stock. If you know the restock date, you can tell the customer.
Otherwise, you can offer to contact them when it becomes available.

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REQUEST FOR A
DISCONTINUED ITEM

TECHNOPRENEURSHIP

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When a customer contacts you to request an item that is no longer
available, empathize with their frustration. Then, suggest an alternative
product that might fit their needs. You might ask them questions
regarding what they liked about the discontinued item to find a good
match.

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REFUND REQUEST

TECHNOPRENEURSHIP

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Your company might have refund requirements or a specific script, but
if not, you can respond to refund requests by asking if there's anything
you can do to satisfy the customer. If not, provide details about the
refund process time frame.

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REQUEST FOR
INFORMATION
TECHNOPRENEURSHIP

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While sales representatives often handle initial inquiries, a potential
customer might contact you directly to ask about your services. You
can provide general information and then offer to connect them to
someone who can help them more directly.

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THANK YOU!

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