7 type of customers: Why it is important to know them?



1TrueMarket identified seven types of customers. These categories of customers are not identified base on buying pattern, personal traits, characters but rather by stages in their buying journey. Let's dive in!

1) Non-Customers


Non-customer is the people who are not your customer. They do not need your product/ services and will not need it in the future. There's nothing you can do but to ignore them and invest your marketing effort to the audience who ACTUALLY needs your product. 


Top 3 questions to ask yourself

  • Do they have a problem that your product can solve? (Current)

  • Will they have the problem that your product can solve? (Future) If so,

  • How can you achieve top of mind awareness with this group of customers?


Top 3 things you need to know

  • In-depth product knowledge is critical in identifying if your product beneficial to your customers. 

  • Buyer's Persona will help you identify who your customer is.

  • Consumer's Need Analyses to identify your customer's Need. 



2) Unknown Customer


Unknown customers are the customer who exists but yet to discover. They are in the dark, and it's tough for your business to identify their whereabouts. They might be cloaked in different priorities where your product isn't needed yet but might be needed in the near future. 


Top 3 questions to ask yourself

  • Do you know them? if yes, then built buyer's persona, if no, how can you get to know them better?

  • How do you reach out to them to achieve top of mind awareness? 

  • How do you attract these customers?


Top 3 things you need to know

  • Buyer's Persona will sharpen your message to speak directly to them. 

  • 3 Type of awareness campaign to achieve optimal awareness for your business. 

  • Lead Generating tactics



3) Known Customer


Known customers are the customers who aware of their problem and understand your product can solve. They are in the market to buy or browsing to gather more information to self-qualify their needs. 


Top 3 questions to ask yourself

  • How do you win them over? 

  • Who are they comparing you with? 

  • What are their decision criteria?


Top 3 things you need to know

  • Cookies (Found in Online ads such as Facebook, Google, and more.) placed on websites; online ads allow a business to retarget audience who engage with your ads, contents and websites. 

  • Inbound Marketing at least understands the concept because we're in a world where people search up everything before commitment. 

  • Lead generation techniques

4) New customer


They are your New and current customer. They are the walking and talking proof that your current marketing strategies are working unless they are buying from you by chances. 


Top 3 questions to ask yourself

  • What is their buying experience? 

  • What are their problems and needs your product solved? (Ask for the specifics to understand their priorities)

  • Can they provide valuable information in improving your future marketing strategy? 

Top 3 things you need to know

  • Buyer's Journey helps you to identify in what point they decided to buy from you.

  • Buyer's Experience helps you to ease transactions and make buying from you a more pleasant experience. 

  • Loyalty Program will help you to improve the relationship and create repeat customers. 

5) Switch Customer


These customers are the results of business failure to retain their customers. Let's hope it doesn't happen to you. These customers are unsatisfied or unfulfilled and in Need to find a new product/ service to solve their problems. They might be desperate in finding a replacement, or they are looking for alternatives. Base on their Experience, they might resist any information you feed to them, so step into their path with caution. Also, it's an excellent opportunity for you to ask questions regarding their past experiences and learn from your competitor's mistakes. And if this happens to you, make sure to obtain feedback to prevent it in the future. 


Top 3 questions to ask yourself

  • How and Why do they make the switch?

  • What are they looking for within their replacement?

  • If they seek an alternative solution, has their priority changed or still the same?


Top 3 things you need to know

  • Face to face communication is a must to build trust and obtain relevant information regard to their past experiences. 

  • (Ask the customer) What is the turnoff? What must a business not do?

  • (Ask the customer) What is the feature product/ service must have?


6) Repeat customer


They are the customers who buy from you and continue to buy from you. They are satisfied with your product/ services. These types of customers are walking and talking proof that your product and service is reliable and fulfilled their needs. 


Top 3 questions to ask yourself

  • Can your competitors win them over?/ How can you prevent them from switching?

  • How do you move them into a loyal customer?

  • Since they are a repeat customer, how can you ask them in providing WOW reviews and testimonials? 


Top 3 things you need to know

  • A customer’s loyalty program to move repeat customers to a loyal customer.

  • Brand Equity to build an appealing association that your customers would like to associate with.

  • Social Responsibility to build trust and support from your customers

7) Loyal Customer


The Ideal for any business is to have a group of loyal customers. They are prone from switching and will stick with your business regardless of what your competitors offer. They idolise your business/ brand and will defend it with passion. They are a part of your brand, and in some case, they are your brand. Having loyal customers will solidify your position within the market and improve your business security from any impacts.

Top 3 questions to ask yourself

  • How do you keep them engage?

  • What must you do periodically to strengthen your brand's equity?

  • How can you use your loyal fans to win more business?


Top 3 things you need to know

  • Brand equity is a must learned if you want to create a loyal fanbase for your business. 

  • PR is critical to maintaining your business's image.

  • Community and symbols understand what makes a strong community and what it symbolises to apply it to your brand. 

Other Thoughts

There are different ways to categorise your customer which depends on your applications on the information you obtain. The 7 types of customers in this blog is more of an expanded version of the sales funnel; suspect, prospect, leads, opportunities and clients. Your understanding of these 7 types of customers will help you understand and maintain your relationship with your customers, not just before but after they are your customers.



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