As people, every single individual is unique. But as customers, some people share specific histories and sets of intentions. Knowing who is who helps you to give them what they expect or, better yet, offer them something they didn’t expect but definitely want.
Sounds like a conundrum? Let’s take a closer look at different types of customers and how knowing who is who and what they want affects the service you offer. Let’s illustrate the various types of customers and their points of view by using a simple example: a shirt.
Window Shoppers
“Oh look! There’s a nice shirt.”
Even if you do business online, you’ll get your share of window shoppers. They’re interested enough to take a look at what you do, but they don’t really have any intention to buy and prefer to be unobtrusive. So, what can you do to turn “just looking” into sales?
Just as high-street boutiques work to make their displays enticing, so should you. For online businesses, this means making your storefront an attention-grabber. And, since window shoppers prefer not to interact just yet, make sure that they have all the information they need to evaluate products that catch their eye.
List product features unambiguously. Explain their benefits clearly. And, whatever else you do, don’t leave window shoppers in the dark about pricing.
Impulse Customers
“I wasn’t looking for a shirt, but I noticed this one.”
Impulse customers arrived on a whim. They saw something, liked it, and although they weren’t actually planning to buy anything, they’re open to making a purchase. They want to know if the item is “for” them.
Many businesses think that their products are for “everyone,” but that’s seldom the case. Just about every business has its ideal customers, its OK customers, and niche customers that may come along for the ride.
Remember the pareto principle. You’ll get 80 percent of your sales from 20 percent of your customers. Know who they are and make it abundantly clear that your product is for them.
Potential Customers
“I want to buy a shirt.”
Almost anyone can be a potential customer, but in this context, we’re referring to people who are genuinely thinking about buying your products. Whether you know it or not, they’re already halfway down your sales funnel, and their question is: “Will this product solve my problem?”
Potential customers are hot property because they are almost sure to buy if they’re happy with your value proposition. Their circumstances have led them to explore a purchase, and they’re looking for a match. Perhaps our shopper wants a smart business shirt, one that matches their favourite suit. They’ll be looking at details that matter to them and they may have questions you weren’t prepared for.
Pre-empt as many of these questions as you can and make it easy for them to ask someone for more information. Assuming you’ve bought a shirt in the past, what would you do if nobody was around when you needed service? Be ready to help your customers.
Your priorities with potential customers: give them easily-accessible information and be ready to offer service.
Discount Customers
“I want to buy a shirt, but I don’t want to pay the full price.”
There will always be bargain hunters. Before you close your eyes and groan, think about how you can use this to your advantage.
Sell two shirts at a slight discount instead of one at full price. Offer a discount for signing up or referring friends. Throw in a discounted tie. Give them a coupon to use on their next purchase. The possibilities are endless and almost all of them offer you better revenue than you’d get from simply selling a shirt at the listed price.
Best of all, almost everyone likes a bargain, so apart from attracting the die-hard cut-price crowd, your offer may be just the thing to sway undecided customers.
Determined Customers
“I want a Tommy Hilfiger 100 percent cotton shirt in duck-egg blue.”
Determined customers are on a quest for something specific. If you don’t have it, they won’t buy it. All the same, if you have something very close to what they want, they might consider it.
A search feature on your e-commerce store should be able to come up with both direct matches and near-matches. Don’t have what the customer asked for? You can highlight the reasons why a Yves St Laurent shirt is as good or better – or why a soft shade of teal is almost indistinguishable from duck egg blue. In many instances, you’ll rely on website automations to do the job for you. After all, determined customers aren’t very prone to asking questions.
Your mission? Give determined customers exactly what they want or offer them the nearest alternative to what they want.
New Customers
“I just bought a shirt from X.”
New customers have made a purchase. That’s great, but you can do better! Your job is to turn them into loyal customers. Begin by thanking them and telling them what happens next. It’s also good manners to check in to see if they’re happy with their purchase. And yes, you can automate this.
But, if your new customer is in need of help, you have to be there for them. And, even a transaction as simple as this can become complex. Perhaps the shirt isn’t the exact shade of blue your customer thought it would be. Or the collar is a trifle tight. Or the delivery doesn’t go smoothly.
Most of your customers won’t have any issues at all, but for those who do, being there to help them, and going the extra mile to ensure satisfaction, is hugely important.
Loyal Customers
“I always buy my shirts from X.”
Customer loyalty is an accolade that tells you you’re doing everything just right. Loyal customers are people who will buy, buy, and buy again. Best of all, they’ll keep buying from you even if you don’t make any extra effort. Your marketing aims to attract new customers. Your product quality and service quality keep them, justifying your marketing costs through their years of support for your brand.
But, as even the most committed will tell you, relationships require maintenance. With loyal customers, your task is to keep them loyal by offering a product and service package that’s better than anything they can find elsewhere. Give them recognition. Offer them incentives. Let them know how much you value them.
Angry Customers
“I just bought a shirt from the worst company ever!”
Flinching? You’ve just been granted one of the best opportunities ever! Grab it with both hands. Here’s why angry customers are so awesome. A study showed that angry customers can easily become even more loyal than those who experienced no problems at all. It’s all in how you face the challenge.
Going out of your way to make things right with angry customers means they experience interpersonal connection – something that’s all-too-rare in today’s world. While we don’t suggest deliberately angering your customers, rising to the challenge could be the best thing you ever did to enhance your business’s reputation.
Got a furious customer on the line? Thank them sincerely for bringing the matter to your attention. Sympathise with their plight. Show them how you will correct the issue and what you will do to make sure it never happens again. Your reward? You get some really good information you can use to improve your business – and you might just end up with a brand advocate!
Churned Customers
“I used to buy my shirts from X.”
Whether they were once loyal customers or bought your product once never to return, churned customers may yet become your customers again. Sometimes, it’s not your fault. For example, a churned customer’s circumstances may have changed and they no longer need your product. But there’s a multitude of other reasons why they may have taken their business elsewhere. You can do something about it!
Try to get feedback. Adjust your offer to make it more attractive. For example, you might offer an incentive or an exclusive deal. You can even do both of these at once. It’s really helpful knowing why customers move on, and if the fault is yours, you have an opportunity to win them back. Reach out and offer an opportunity to connect.
Brand Advocates
“Need a shirt? I suggest getting one from X!”
Brand advocates aren’t just happy customers. They’re delighted and they want to tell all their friends about how great your business is. Because they’re customers rather than employees, they have a high level of credibility. After all, they wouldn’t recommend you if they hadn’t had a great experience.
Of course, you’ll aim to turn all your customers into brand advocates, and the best way to do it is to offer satisfying products and excellent service. If you’re already head-and-shoulders above your competitors on quality, service, or both, you’ll gain advocates as a matter of course.
Referred Customers
“Here’s my referral code to get a special offer on a shirt.”
Many companies offer referral programmes. You’re sure to have encountered them. Many of them work through referral codes that are given to customers. If their friends use the referral code, both the new and the original customer gets rewarded. It’s like brand advocacy, but with a little incentive thrown in.
Referral programmes are particularly effective when you’re facing strong competition. Other companies offer similar products at similar prices. But by taking advantage of a referral, customers get a better price and help their friends gain something too.
Referred customers present a huge opportunity. Treat them well, and you’ll gain loyal customers and a relationship that could last for years.
International Customers
“Cuéntame sobre las camisetas que vendes.”
You always wanted your business to be world-famous. Now, international customers are getting in touch. But not all of them speak English. Should you leave them to the tender mercies of Google Translate? If they call you, will you just speak slowly and very clearly?
If you’re starting to attract international customers, it’s time to go multilingual. And, it’s time to transcend time zones. Speak your customers’ language. Connect.
How to Speak to Absolutely any Kind of Customer
If you’re guessing that you’ll need some pretty awesome software to deal effectively with all these different types of customers, you’re right!
If you suspect that 24/7 customer care is what most customers not only want but expect, you’re perfectly correct.
If you believe that leaving them on hold is a bad idea, you’re in touch with your customers’ point of view.
And, if you’re equally sure that you need to offer knowledgeable and professional customer service agents, you’re right on target.
But, if you thought the only way to do this was in-house, and are shuddering at the thought of all the extra management work, it’s time to relax.
No, you don’t want “just anyone” talking to your customers. You want trained, empowered, intelligent, empathetic and articulate individuals to represent your business. And, since you know that listening to your customers is important, you’d like intel that’s almost as good as anything you could learn by talking to them yourself.
If this describes you, you’re ready to put RSVP to the test. Outsourced customer service really can be the best solution. We’ll show you how. Let’s team up!