12 Types of customers and how to deal with them?

Executive summary

This blog dives into the heart of customer diversity, identifying various types of customers encountered in customer service, marketing, sales, and business settings. With tailored strategies for engaging new, potential, loyal, impulse, and various other customer types, this blog offers insights for businesses keen on elevating their customer support game. Learn to navigate the nuances of customer interactions effectively, ensuring a personalized approach that resonates with each unique customer, thereby boosting satisfaction and loyalty.

Related read: 10 Types of customer service you should know

Introduction

Picture this: you’re standing in a marketplace, each stall offering something unique, from vibrant spices to handcrafted goods. Just as each stall attracts a different kind of shopper, your business encounters various customer types, each with its unique needs and expectations. Recognizing and adapting to these varied customer personas is essential for survival and growth in today’s competitive landscape. Recent studies suggest that as many as 65% of customers have switched brands because a competitor better served them better. This statistic underlines the urgent need for businesses to understand the different types of customers and also to tailor their approaches to meet these diverse needs effectively.

AI and customer segmentation tools are revolutionizing the way we understand and interact with our clientele. It offers unprecedented insights into their preferences and behaviors. By leveraging such technologies, businesses can craft personalized experiences that hit the mark every time. Yet, the challenge remains: how do we translate these insights into action? How do we ensure that every customer feels heard, valued, and understood? This blog aims to explain the various customer types and present actionable strategies to delight each one. Doing so can help businesses turn casual browsers into loyal patrons and ensure your business stands out in the crowded marketplace.

Related must-reads:

• Customer loyalty: Importance & Strategies to increase
• Omnichannel customer service – [Strategy + Examples]
• Customer onboarding – Process, examples, and mistakes to avoid
• Customer feedback: Types + 8 ways to collect It

Diverse customer dynamics: A business imperative

Navigating the multifaceted world of customer interactions is just like steering a ship through waters teeming with a variety of marine life. Each customer, unique in their needs and expectations, mirrors the diverse species beneath the waves. Recognizing and adapting to the varied types of customers is a necessity for businesses aiming to thrive in today’s competitive marketplace. The essence of understanding different customer types lies in the realization that each interaction is an opportunity to forge a deeper connection, tailor experiences, and, ultimately, convert casual browsers into loyal patrons.

Why the emphasis on differentiation? Imagine walking into a boutique where the clerk greets you by name, remembers your preferences, and suggests products that perfectly align with your taste. This personalized approach makes you feel valued and also significantly increases the likelihood of a purchase. Similarly, businesses that discern the subtle nuances among their customers can offer tailored solutions that resonate on a personal level. Studies highlight a compelling truth: a staggering 33% of customers might abandon a brand after just one poor experience. This statistic underscores the critical importance of curating experiences that acknowledge and cater to the unique journey of each customer type.

The journey of a customer from curiosity to loyalty is layered with potential touchpoints and opportunities for engagement. By segmenting customers based on their behaviors, preferences, and stages within the sales funnel, businesses can devise targeted strategies that address the specific needs and aspirations of each segment. Such an approach elevates the customer experience and also drives brand loyalty and advocacy. It lays a solid foundation for sustained business growth. As we explain the types of customers and the bespoke strategies to engage them, remember the goal is to transform every interaction into a stepping stone towards building enduring customer relationships.

12 Different types of customers

Navigating the diverse landscape of customer types is crucial for crafting personalized, effective customer experiences. Each customer category comes with unique expectations and needs, and understanding these distinctions enables businesses to engage more meaningfully and drive satisfaction.

Here’s a quick rundown of the different types of customers:

• New customers
• Potential customers
• Angry customers
• Curious customers
• Loyal customers
• Impulse customers
• Discount customers
• Active customers
• Lapsed customers
• Confused customers
• Need-based customers
• Referring customers

1. New customers

New customers are those who have recently decided to engage with your brand for the first time. Curiosity, a specific need, or a persuasive marketing campaign might drive their interaction.

Typically, new customers approach your brand with a mix of excitement and caution. They are hopeful about the value your product or service promises but remain alert to any signs that might contradict their expectations.

What they need:

• Smooth onboarding process: A clear and straightforward introduction to your product or service that guides them on how to get the most out of their purchase.
• Immediate assistance for basic queries: Accessible customer support that can help resolve initial uncertainties without delay.
• Seamless customer journey: An intuitive and hassle-free path from discovery through purchase to use, minimizing any friction that could lead to second thoughts.

Keeping them happy:

• Provide reassuring social proof: Share customer testimonials, ratings, and reviews early in their journey to reinforce their decision positively.
• Onboarding communication: Utilize welcome emails, tutorials, and educational content to explain your product or service, encouraging exploration and usage.
• Exceptional customer support: Ensure that support is readily available, empathetic, and efficient to build trust and relationships beyond the first transaction.

2. Potential customers

Potential customers are explorers on the brink of discovering your product or service. They’ve mapped the territory by subscribing to your newsletter, signaling their interest through social media engagements, or even placing products in their shopping cart. Yet, they stand at the threshold, contemplating the final leap into becoming full-fledged patrons.

Potential customers are in the consideration phase. They are evaluating your offerings against their needs and possibly comparing them with those of your competitors.

What they need:

• Clear value proposition: Information that highlights how your product or service addresses their specific pain points or needs.
• Engagement and nurturing: Regular, value-driven communication that builds their interest and guides them toward making a purchase decision.
• Proof of benefit: Demonstrations of how others have successfully used your product or service to achieve their goals.

Keeping them happy:

• User-friendly experience: Ensure your website and all touchpoints are easy to navigate and free of obstacles that might deter engagement.
• Personalized communication: Tailor messages and content to their interests and interactions with your brand, showing you understand and value their unique needs.
• Incentivize action: Use targeted offers or exclusive content to encourage them to take the next step.

3. Angry customers

Customers who have had a negative experience with your product, service, or any part of their interaction with your brand. Their dissatisfaction could stem from unmet expectations, product issues, or service shortcomings.

A sense of injustice or disappointment drives angry customers. They seek acknowledgment of their grievances and a satisfactory resolution.

What they need:

• Immediate acknowledgment: Recognition of their complaint and assurance that their issue is being taken seriously.
• Empathetic and proactive response: A solution-oriented approach that addresses the root cause of their dissatisfaction.
• Follow-up and assurance: Confirmation that the problem has been resolved to their satisfaction and steps have been taken to prevent future issues.

Keeping them happy:

• Responsive support channels: Ensure that your customer service is accessible, responsive, and capable of handling complaints efficiently.
• Genuine apology and compensation: Offer a sincere apology and, where appropriate, compensation that matches the level of inconvenience they’ve experienced.
• Feedback loop: Implement their feedback into your operations to improve product or service quality, demonstrating that you value their input and are committed to continuous improvement.

4. Curious customers

These customers exhibit a high level of interest in your products or services but have yet to make a decision. They’re in the exploration phase, gathering information and comparing options.

Curious customers are information seekers. They’re open to discovering new solutions but need clarity and evidence to make informed decisions.

What they need:

• Detailed information: Access to comprehensive details about your offerings, including features, benefits, and comparisons.
• Guidance and education: Resources such as guides, how-to videos, and webinars that can help them understand how your product or service fits into their lives or businesses.
• Easy access to support: Channels through which they can ask questions and receive timely responses.

Keeping them happy:

• User-friendly education materials: Ensure your educational content is easy to digest and engaging, helping them to grasp the value of your offerings quickly.
• Responsive customer service: Provide readily available and knowledgeable support to answer any queries they might have.
• Personalized recommendations: Based on their behavior and interests, suggest products or services that meet their specific needs.

5. Loyal customers

Customers who have repeatedly chosen your brand over competitors and advocate for your products or services based on their positive experiences.

Loyal customers have developed a deep trust in your brand. They appreciate the value and experience your product or service provides and often form an emotional connection with your brand.

What they need:

• Recognition and appreciation: Acknowledgment of their loyalty and contributions to your brand.
• Exclusive offers and rewards: Access to special deals, early product releases, or loyalty programs that reward their continued patronage.
• Consistent quality and innovation: Assurance that the products or services they love will continue to meet their high standards.

Keeping them happy:

• VIP treatment: Offer personalized services, priority support, and exclusive perks to make them feel valued.
• Engagement opportunities: Invite them to be part of product development conversations or brand ambassador programs.
• Regular communication: Keep them updated with newsletters, product updates, and personal notes of appreciation to strengthen the relationship.

6. Impulse customers

These customers make spontaneous purchase decisions based on immediate desire or a compelling offer without prior planning to buy a specific product.

Impulse customers are driven by emotion and the allure of instant gratification. They’re attracted to deals, novelty, and the excitement of discovering something new or beneficial on the spot.

What they need:

• Attractive offers: Eye-catching deals or promotions that capture their attention and encourage immediate action.
• Seamless shopping experience: A frictionless path from discovery to purchase, ensuring no hurdles in the buying process.
• Clear, concise product information: Quick and straightforward details that allow them to make instant decisions with confidence.

Keeping them happy:

• Streamlined checkout process: Ensure the buying process is as simple and quick as possible, with minimal steps to completion.
• Highlight related products: Use algorithms to suggest related items or bundles that complement their impulse buy, increasing the order value.
• Engaging product displays: Utilize high-quality images, videos, and persuasive copy to make products irresistible at first glance.

7. Discount customers

These customers are primarily motivated by discounts and deals. They are price-sensitive and often make purchasing decisions based on the savings a product or service offers.

Discount customers are savvy shoppers who take pride in finding the best and most discounted deals. These customers are usually willing to wait for a sale. They are also ok with spending time researching to ensure they are getting the most value for their money.

What they need:

• Clear communication of deals: Information about sales, discounts, and promotions should be straightforward and easy to find.
• Value assurance: Even at discounted prices, these customers need to feel they are getting high-quality products or services.
• Loyalty rewards: Incentives for frequent purchases or referrals encourage customers to return even when there are no discounts.

Keeping them happy:

• Exclusive offers: Provide special deals for returning customers or those subscribed to your newsletter to make them feel valued.
• Price match guarantee: Assure them they are getting the best deal possible by offering to match lower prices found elsewhere.
• Efficient notification system: Use email or SMS alerts to inform them about upcoming sales or exclusive discounts, keeping your brand top of mind.

8. Active customers

These customers regularly interact with your brand and make frequent purchases but are not necessarily loyal. They are open to exploring other options.

Active customers are engaged and have a positive disposition towards your brand, but competitors’ offers can sway their loyalty. They seek continuous satisfaction and value from their interactions.

What they need:

• Consistent engagement: Regular updates about new products, services, or improvements to keep them interested.
• Personalized experiences: Tailored recommendations and services based on their preferences and purchase history.
• Recognition: Acknowledgment of their continuous support through rewards or exclusive access to new offerings.

Keeping them happy:

• Membership programs: Create exclusive clubs or programs that offer benefits with continued patronage, enhancing their sense of belonging and appreciation.
• Feedback opportunities: Actively seek their opinions on how to improve products or services, showing that you value their input and are committed to evolving.
• Dynamic content: Regularly update your content to provide fresh, relevant information that caters to their interests and keeps them engaged with your brand.

9. Lapsed customers

Lapsed customers are customers who have previously engaged with your brand but have not made recent purchases. They have previously made purchases with the brand but are no longer associated with your brand.

Lapsed customers may have had a change in preferences, found a better alternative, or experienced dissatisfaction. They are familiar with your brand but currently inactive.

What they need:

• Re-engagement incentives: Offers or information that reignites their interest in your brand.
• Updates on improvements: Communication about any new changes or enhancements that address previous concerns or add value.
• Personalized reconnection: Outreach that acknowledges their previous engagement and invites them back with tailored offerings.

Keeping them happy:

• Win-back campaigns: Implement targeted campaigns designed to address their reasons for leaving and offer compelling reasons to return.
• Survey for insights: Conduct surveys among lapsed customers to understand their reasons for disengagement and use this feedback to make necessary adjustments.
• Exclusive welcome back offers: Provide special deals or services exclusively for returning customers to make them feel valued and encourage re-engagement.

10. Confused customers

These customers are unsure about how your product or service can meet their needs or how to navigate your offerings. They may have questions or require clarification before making a purchase.

Confused customers often feel overwhelmed by the options available or the information presented. They seek clarity and reassurance to proceed confidently.

What they need:

• Simple, clear instructions: Guidance that is straightforward and easy to understand.
• Accessibility to support: Immediate access to customer support channels where they can seek help or get their questions answered.
• Reassurance: Confirmation that they are making the right choice by choosing your product or service.

Keeping them happy:

• Robust FAQ sections: Develop comprehensive FAQ pages that address common concerns and queries, allowing them to find answers quickly.
• Interactive guides or demos: Offer interactive tools or demonstrations that visually guide them through your products or services.
• Patient, understanding support staff: Ensure your customer service team is trained to handle queries with patience and empathy, making confused customers feel valued and supported.

11. Need-based customers

Customers who make purchases based on specific needs or problems they are looking to solve immediately.

These customers are focused and driven by a clear objective. They value efficiency and effectiveness and prefer solutions that directly address their current needs.

What they need:

• Direct solutions: Clear and concise information on how your products or services can solve their specific problem.
• Quick access: Easy and fast access to purchasing or obtaining the solution they are seeking.
• Relevant recommendations: Suggestions that are closely aligned with their current needs and preferences.

Keeping them happy:

• Streamlined shopping experience: Optimize the purchasing process to minimize barriers and enable quick decision-making.
• Customized product suggestions: Use data-driven insights to offer personalized recommendations that match their immediate needs.
• Responsive support: Provide prompt and efficient customer service to assist with any inquiries or issues they may encounter.

12. Referring customers

Customers who are not only satisfied with your brand but are also enthusiastic about recommending your products or services to others.

These customers have a strong positive association with your brand and take pleasure in sharing their positive experiences with their network.

What they need:

• Recognition for their efforts: Appreciation for the referrals and positive word-of-mouth they generate.
• Tools to make referrals easy: Simple and effective ways to share their recommendations with friends and family.
• Incentives for referrals: Rewards or benefits that acknowledge their contribution to growing your customer base.

Keeping them happy:

• Referral programs: Implement referral programs that offer rewards or incentives for both the referring customer and the new customer they bring in.
• Exclusive updates or previews: Give them early access to new products, services, or content as a token of appreciation for their loyalty and advocacy.
• Engagement and recognition: Actively engage with referring customers on social media or other platforms, recognizing their contributions and fostering a sense of community.

How can Yellow.ai delight every type of customer?

Yellow.ai brings a dynamic approach to customer engagement, leveraging the power of AI to understand and cater to the diverse needs of various customer types:

• Personalized interactions: Utilizing advanced Natural Language Processing (NLP), the Yellow.ai tools can discern customer intent, enabling personalized communication that resonates with each customer’s specific needs and preferences.
• Automated support: Through Dynamic AI Agents, the platform ensures that new customers receive a warm welcome, potential customers are nurtured with relevant information, and even the most frustrated customers find swift resolutions to their concerns.
• Real-time engagement: With its Omnichannel Presence, Yellow.ai meets customers where they are, be it on social media, messaging apps, or the company website. It ensures a seamless and consistent experience across all platforms.
• Data-driven insights: Leveraging AI and Machine Learning, Yellow.ai offers businesses insights into customer behavior, preferences, and feedback. That enables businesses to tailor their services and products more effectively to meet customer demands.

By integrating Yellow.ai into your customer service strategy, you unlock the door to a world where every customer interaction is an opportunity to impress, engage, and retain. The technology understands the nuances of customer types and also anticipates their needs. It delivers a service that’s satisfactory and delightful.

Success stories

Ready to elevate your customer engagement strategy? Book a demo with Yellow.ai today and embark on a journey to transforming your customer interactions.

The final thoughts

In closing, understanding and addressing the various customer types is not merely a business necessity; it’s a strategic advantage. The modern marketplace demands a nuanced approach, one that recognizes the individuality of each customer and tailors the experience to match. With advancements in AI and machine learning, tools like Yellow.ai are redefining what’s possible. It offers businesses a chance to meet and exceed customer expectations. As we look to the future, it’s clear that the brands that succeed will be those that view every customer interaction as an opportunity to impress, engage, and delight.

Frequently asked questions (FAQs)