How To Turn Your Interaction with 10 Customer Archetypes To A Success Story
In today’s competitive marketplace, understanding the diverse types of customers and their behaviors is imperative for organizations aiming to provide excellent service and foster loyalty. Each customer type has unique expectations, needs, and purchasing behaviors that require distinct strategies for engagement.
Below we explore 10 prominent types of customers and present actionable strategies on to handle them effectively;
1. The Loyal Customers
Loyal customers consistently choose the same brand due to positive prior experiences. They often recommend the brand to others. The handling strategy for such customers should involve building and maintaining loyalty through loyalty programs, personalized communication, and exceptional service. For example, Starbucks has successfully implemented its loyalty program, allowing customers to earn stars with each purchase. Their app not only tracks stars but also personalizes offers, creating a seamless experience that increases customer retention and satisfaction.
2. The Impulsive Buyers
Impulsive buyers make spontaneous purchases often driven by emotions or attractive marketing tactics. The handling strategy for such customers should involve eye-catching displays, limited-time offers, and easy purchase options that will greatly
appeal to impulsive buyers. For example, Walmart is known for its effective use of end-cap displays and limited-time promotions that catch the eye of shoppers, encouraging impulse purchases. This strategy has enabled Target to boost its sales during busy shopping periods significantly.
3. The Information-Seekers
Information-seekers conduct extensive research before making a purchase. They seek detailed product information, comparisons, and reviews. The handling strategy for such customers should involve providing comprehensive product information on websites, offering comparison guides, and being responsive to inquiries to satisfy them.
For example, CNET, a technology review site, excels in providing in-depth product reviews and comparisons. This not only helps customers make informed decisions but also positions CNET as a trusted source, driving traffic and ad revenue.
4. The Price-Sensitive Customers
These types of customers prioritize affordability above all else and they are likely to switch brands if a cheaper option is available. The handling strategy for such customers should involve offering competitive pricing, promotions, and value bundles to appeal to them. For example, Tesco has built its brand around “Everyday Low Prices,” successfully attracting price-sensitive customers. By maintaining low prices, Tesco has captured significant market share, outpacing competitors who do not focus on affordability.
5. The Disloyal Customers
These types of customers tend to switch between brands without a strong commitment, often based on price or promotional offers. Therefore, engaging this category of customers requires offering incentives for repeat purchases and creating a more compelling brand narrative. For example, Domino’s Pizza targeted customers they tagged as Budget buyers through Cashbacks and other cash points in transactions which effectively converted disloyal customers into repeat buyers by offering unbeatable value. This strategy has increased its market share, especially in competitive regions.
6. The Emotional Buyers
These types of buyers make purchasing decisions driven by personal feelings and experiences rather than logic. Hence, the handling strategy for such customers should involve tapping into storytelling and relatable marketing that resonates emotionally with these customers. For example, Lois Vuitton, a fashion luxury brand effectively uses emotional marketing in its advertising campaigns. By making customers feel special, brands like Louis Vuitton tap into their desire for recognition and status, which significantly influences their purchasing decisions and emotional connectivity which fosters an emotional bond resulting in strong brand loyalty.
7. The Social Customers
These types of customers rely heavily on peer feedback and social media recommendations before making purchases. Therefore, the handling strategy for such customers must involve engaging with customers on social media platforms, encouraging reviews, and promoting user-generated content. For example, GoPro motivated content creation with its “Photo of the Day” and “Video of the Day” programs and promoted user-submitted content on its website and social media to recognize and expose its passionate community. This encouraged users to capture amazing footage, build a community, and inspire others to join the GoPro movement, which in turn drove sales and enhanced brand loyalty through genuine customer advocacy.
8. The Demanding Customer
These types of customers have high expectations and frequently expect personalized service. They may become dissatisfied easily if their needs are not met. Therefore, the handling strategy for such customers must involve training staff to handle complaints promptly, alongside offering personalized attention, which is crucial for managing customers in this category. For example, Ritz Carlton is renowned for its exceptional customer service. By empowering staff to exceed customer expectations, such as remembering guests’ names and preferences, Ritz Carlton has created a loyal customer base that values the premium service experience.
9. The Technologically Adept Customers
This customer type embraces digital technology, seeking seamless online interactions and tech-savvy solutions. Therefore, offering a robust digital experience, mobile apps, and online support services can cater to their needs. For example, Netflix provides their users with custom content recommendations and even shows the percentage to which the content matches their preferences. The platform has a great UX design with unique features, and it also provides multi-device support that allows users to watch content on any device. Netflix is also known for its exceptional multi-channel customer support, live chats, and other convenient ways to contact the customer care team. This innovative approach has set them apart in the e-commerce landscape.
10. The Skeptical Customer
These types of customers approach brands with caution, often questioning the quality and reliability of products. Therefore, providing transparency, endorsements, and social proof can help alleviate skepticism. Engaging in honest communication about product features and customer testimonials can enhance trust. For example, Tesla utilizes extensive customer testimonials and owner reviews to build credibility. By encouraging existing customers to share their experiences, Tesla has addressed skepticism and built a dedicated following of converts to their innovative electric vehicles.
Conclusion
Understanding and handling different types of customers is crucial for organizations aiming to enhance customer experience and foster loyalty. By employing tailored strategies backed by successful case studies, businesses can effectively engage these diverse customer segments. As the marketplace evolves, staying attuned to customer behaviors and preferences remains essential in building lasting relationships that contribute to sustained success.
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About Dr. Abiola Salami
Dr. Abiola Salami is the Convener of Dr Abiola Salami International Leadership Bootcamp and The Peak PerformerTM. He is the Principal Performance Strategist at CHAMP – a full scale professional services firm trusted by high performing business leaders for providing Executive Coaching, Workforce Development & Advisory Services to improve performance. You can reach his team on hello@abiolachamp.com and connect with him @abiolachamp on all social media platforms.
