Types of Customers: Everything You Need to Know+Pro Tips
Prashanth Kancherla
Mar 12, 2025 | 12 mins read
Did you know that 94% of customers are more likely to make a repeat purchase after a positive experience? The key to creating those memorable experiences lies in understanding the different types of customers your business serves. Each customer has unique preferences, behaviors, and needs, so a one-size-fits-all approach will rarely be effective.
As a business owner, recognizing these different customer types is essential for delivering exceptional service, enhancing satisfaction, and encouraging loyalty. When you understand who your customers are, you can fine-tune your communication, marketing, and support strategies to deliver exactly what they’re looking for.
This article will walk you through the 12 key customer types you’ll encounter and provide actionable strategies to keep them happy, satisfied, and coming back for more.
In this article, we will explore:
What Is Customer Obsession?
Customer obsession is about placing your customers at the core of every decision you make. It goes beyond simply satisfying their needs—it’s about actively working to improve their experience at every touchpoint, anticipating what they want, and addressing their concerns before they even raise them.
12 Types of Customers
There are different types of customers, each with unique needs and behaviors. For example, regular customers who are familiar with your brand look for loyalty rewards and personalized experiences. New customers, however, need clear information and reassurance to build trust. And the list goes on.
Understanding these customer types helps you tailor strategies to meet their specific needs and enhance their experience with your brand. So, without any further ado, let’s jump straight into the classification of different types of customers and understand how you can cater to them for your business’s good.
1. New Customers
When new customers discover your brand, they come with a mix of curiosity and cautious optimism. Whether they found you through a recommendation or online search, their first interaction with your business is the most important one. It’s your chance to create a positive impression and build trust that encourages them to return.
What New Customers Need:
- Smooth Onboarding Process: A clear, easy-to-follow introduction to your product or service that helps them get started quickly.
- Immediate Assistance: Quick and effective support for their basic questions or concerns.
- Seamless Customer Journey: An intuitive experience from discovery to purchase.
How to Win Them Over:
- Provide Social Proof: Share customer reviews, ratings, and testimonials to reassure them of your brand’s credibility.
- Engaging Onboarding Content: Use personalized welcome emails, tutorials, and blog posts to guide them through their first interactions.
- Exceptional Customer Support: Offer prompt, empathetic assistance to enhance their confidence in your brand.
Pro Tip: Go beyond the basics to make new customers feel special. Offer exclusive onboarding perks or discounts as a gesture of appreciation.
Here’s how Nintendo, a Japanese multinational video game company, leaves a mark on their customers through their welcome email.
2. Potential Customers
This classification of customers includes individuals who are interested in your product or service but haven’t yet taken the plunge. They might be exploring your website, reading reviews, or signing up for your newsletters.
These “browsers” are still deciding if your offering is the right solution for them, and your goal is to guide them through this decision-making process.
What They Need:
- Clarity and Confidence: Potential customers need clear, concise information that removes any doubts.
- Social Proof: Testimonials, reviews, and case studies that show how others have benefited can influence their decision.
- Smooth Exploration: They need an easy, enjoyable experience navigating your website or store without obstacles or confusion.
How to Win Them Over:
- Build Trust: Be upfront about pricing, features, and what makes your offering unique.
- Provide Value Before the Purchase: Offer helpful resources like guides, tips, or free tools that address their pain points and position your brand as a helpful partner.
- Make It Easy to Try: If possible, offer a free trial, demo, or sample that allows them to experience the benefits firsthand.
Pro Tip: Take inspiration from brands that excel at customer engagement, like offering a no-commitment trial or providing easy access to customer support.
For instance, Ozonetel, a unified CX intelligence platform, highlights its free trial to attract customers by offering a risk-free way to try its service.
3. Angry Customers
Dealing with angry customers is an inevitable part of running a business. Whether their frustration stems from a genuine issue with your product or service or they’re having a tough day, how you handle these situations can impact your brand’s reputation.
In fact, Esteban Kolsky found that 72% of customers are likely to tell at least six people about a good experience. However, if they’re unhappy, 13% will share their negative experience with 15 or more people.
What Angry Customers Need:
- Understanding: They need someone to acknowledge their frustration and empathize with their experience.
- Quick Resolution: Delays can escalate their anger. They want swift action to resolve their issue.
- Communication: Be transparent with them about the steps being taken to address their concerns.
How to Win Them Over:
- Stay Solution-Oriented: Focus on how you can fix the problem rather than dwelling on what went wrong.
- Empower Your Team: Ensure your customer service team has the authority and resources to resolve issues quickly.
- Acknowledge the Issue: Start by apologizing sincerely and acknowledging their complaint.
Pro Tip: Use complaints as a learning opportunity. Analyze the root causes of customer dissatisfaction, as it may expose some valuable insights into improving your services or processes.
For example, here’s how U-Haul, a rental company, responds to angry customers:
4. Curious Customers
Curious types of customers in customer service are those who have shown a significant interest in your products or services but haven’t taken the final step to purchase. They’ve likely browsed your website multiple times, explored product details, and are on the verge of making a decision.
What Curious Customers Need:
- Comprehensive Info: Detailed descriptions, benefits, comparisons, and clear solutions to their problems.
- Proof of Credibility: Reviews, testimonials, case studies, and guarantees build trust.
- Responsive Support: Fast and accessible support to address immediate questions.
How to Win Them Over:
- Create Valuable Content: Provide helpful guides, FAQs, how-to videos, and blogs that answer common questions.
- Improve Website Usability: Make sure your website is easy to navigate, as most marketers indicate that mobile devices are responsible for more than 50% of their annual traffic.
- Offer Top-notch Support: Equip your team with in-depth product knowledge so they can provide accurate and helpful responses.
Pro Tip: Encourage engagement by offering free trials, demos, or downloadable resources. This may give customers a practical sense of how your product fits their needs.
For instance, Nike’s user-friendly, easy-to-navigate website simplifies the shopping experience, making it seamless for customers to explore and convert.
5. Loyal Customers
Loyal customers are the backbone of any successful business. This classification includes people who trust your brand, choose you repeatedly over competitors, and often become advocates, sharing positive experiences with others. But just because they’re loyal doesn’t mean you can relax. In fact, it’s essential to keep raising the bar to maintain their trust and satisfaction.
What Loyal Customers Need:
- Recognition and Appreciation: A simple thank you, a personalized note, or a loyalty program can go a long way.
- Consistent Quality: Make sure they always get the same high standard they expect.
- Exclusive Perks: Offering early access to new products or special discounts makes them feel appreciated.
How to Win Over Loyal Customers:
- Show Appreciation Regularly: Come up with gestures like personalized birthday messages, thank-you emails, or surprise discounts.
- Offer VIP Treatment: Give them exclusive access to new launches or events. Make them feel like they’re part of an inner circle.
- Reward Their Loyalty: A well-thought-out loyalty program can help keep them engaged.
Pro Tip: Identify your loyal customers using data like purchase history and feedback. This lets you tailor offers or provide personalized solutions, which makes them feel even more valued.
For example, Starbucks’, a multinational coffee chain, loyalty program rewards customers with points for purchases, which enhances engagement and encourages repeat visits5
6. Impulse Customers
Impulse customers are spontaneous buyers who make decisions in the heat of the moment. These customers are often swayed by emotions or the allure of a good deal rather than careful planning or research. Their purchases are typically unplanned, driven by an immediate need or desire.
What Impulse Customers Need
- Instant Gratification: They seek immediate rewards, whether it’s a discount or the thrill of a quick purchase.
- Simple Processes: They prefer a hassle-free shopping experience with minimal effort from discovery to checkout.
- Quick Information: Clear, concise product details help them decide quickly without feeling overwhelmed.
How to Win Over Impulse Customers:
- Showcase Special Deals: Highlight offers prominently to catch their eye and prompt quick decisions.
- Streamline the Purchase Path: Ensure the buying process is smooth and quick to prevent them from losing interest.
- Focus on Visual Appeal: Use vibrant images, engaging videos, and compelling descriptions to create an irresistible shopping experience.
Pro Tip: Equip your support team with ready responses to common questions about product use, returns, and warranties. Empathy is key—understand their frustrations, but ensure clarity about what can be done to assist them effectively.
Here’s a great example of Kylie Cosmetics, an American cosmetics company, prominently highlighting their limited-time offer of a free mini lip set with any $40+ order.
7. Discount-Seeking Customers
Discount-seeking customers are driven by the desire to save money. They are methodical and often compare prices and search for the best deals before making a purchase. These customers are not necessarily loyal to one brand; their loyalty lies in the value they perceive in discounts and promotions.
What They Need:
- Transparent Pricing: Discount customers want clarity without digging through fine print or confusing terms.
- Quality Assurance: Even when buying at a lower price, they expect the product to meet a certain standard.
- Convenient Shopping Experience: Finding and using discounts should be smooth and hassle-free.
How to Win Them Over:
- Emphasize Value Beyond Price: While price is crucial, show them the additional benefits they get, such as product durability or added features.
- Offer Limited-Time Deals: Create a sense of urgency with time-bound promotions.
- Introduce Loyalty Programs: Even if they’re primarily attracted to discounts, offer loyalty programs to encourage repeat business.
Pro Tip: To engage discount customers, use personalized offers based on their shopping behavior. For example, sending a targeted discount on a product they’ve browsed or added to their cart can nudge them toward completing a purchase.
For example, Puma leverages limited-time deals to attract and convert customers by offering exclusive discounts.
8. Active Customers
Active customers regularly purchase from your business, but their loyalty isn’t guaranteed. These types of customers in business might like your brand, but they’re always on the lookout for better deals or experiences. Keeping these customers satisfied is crucial as they help your business maintain a steady revenue stream.
What They Need:
- Constant Engagement: Active customers need to feel like they’re part of the journey.
- Customized Offers: They appreciate personalized deals or promotions that reflect their preferences and buying habits.
- Exclusive Perks: Offering them special privileges or rewards can help strengthen their attachment to your brand.
How to Win Them Over:
- Surprise Them with Value: Delight active customers with unexpected benefits, such as bonus rewards or complimentary services.
- Strengthen Communication: Build a relationship by maintaining regular, meaningful communication.
- Encourage Their Feedback: Actively seek their opinions and use their insights to make improvements.
Pro Tip: Stay ahead by identifying their evolving needs and preferences. Use analytics to predict what they might want next and deliver it proactively.
Here’s how Apple, an American multinational company, uses product feedback to enhance user experience and win over their customers.
9. Lapsed Customers
Lapsed customers are the types of customers in sales who were once actively engaged with your brand but have since stopped making purchases or interacting with you. Understanding and re-engaging these customers can be an efficient way to boost revenue and restore lost relationships.
What They Need:
- Personalized Attention: Tailor your approach to demonstrate that you remember their preferences and needs.
- Updates on Improvements: Keep them informed about any recent changes or improvements.
- Clear Communication: A transparent message acknowledges their absence, shows empathy, and re-establishes trust.
How to Win Them Over:
- Reach Out with Empathy: Make sure your message conveys understanding and offers solutions.
- Offer Incentives: Discounts, free trials, or exclusive offers can be enticing.
- Provide Relevant Updates: Let them know if you’ve made changes or introduced new products that might align with their interests.
Pro Tip: Act quickly after identifying lapsed customers. The longer you wait, the harder it becomes to re-engage them. Also, ensure your communication is timely and relevant to their needs.
Here’s how Ahrefs, a software company, engages customers by regularly updating them on new features and improvements through concise, informative content.
10. Confused Customers
Confused customers can be a challenge for any business. They may have encountered a product or service that doesn’t seem to meet their needs, or they might be uncertain about how to use it. Whatever the cause, their confusion can lead to frustration, which, if not addressed, may result in lost sales or negative feedback.
What They Need:
- Reassurance: Make them feel confident about their choice and show how your offering meets their needs.
- Comprehensive Information: Ensure all relevant details are readily available, helping them make informed decisions.
- Interactive Guides or Demos: Provide visual walkthroughs to simplify complex processes or product features.
How to Win Them Over:
- Maintain Patience and Empathy: Understand their confusion and approach the situation carefully.
- Be Available Across Multiple Platforms: Offer support through live chat, phone, email, or FAQs.
- Follow Up: After resolving their query, follow up with them to ensure they’re satisfied and to guide them through the next steps if needed.
Pro Tip: Anticipate confusion before it arises. Clear product descriptions, including benefits, usage instructions, and any required technical details, ensure customers feel confident in their decisions.
For example, see how JetBlue, a major airline in the U.S., smartly shows appreciation to frequent customers with thoughtful, small gestures to keep their customers glued.
11. Need-Based Customers
Need-based customers are individuals or groups driven primarily by a specific problem or requirement. These customers make purchases because they have a specific need they want to fix. They focus more on how a product or service can solve their problem rather than just looking at its features or benefits.
What Need-Based Customers Need:
- Value for Money: They want to feel that the product or service is worth the investment and offers a strong return on value.
- Trustworthiness: They expect reliability and transparency from the brands or businesses they choose to work with.
- Sustainable Results: They seek lasting solutions that don’t just offer temporary fixes.
How to Win Them Over:
- Offer Simplicity and Clarity: Make the solution as easy to understand and implement as possible.
- Provide Social Proof: Demonstrate how others in similar situations have benefited from your product.
- Focus on Value: Highlight the real-world outcomes the customer will experience, such as saved time or reduced effort.
Pro Tip: One of the most effective ways to engage need-based customers is through a clear and compelling call-to-action (CTA).
None other than Amazon, an ecommerce company, could be a great example when it comes to showcasing social proof.
12. Referring Customers
Referring customers are those who are genuinely happy with your brand and feel motivated to share their positive experiences with others. They are valuable assets to your business because they can help you grow through word-of-mouth marketing.
What They Need:
- A Simple Way to Refer: Offering an easy way for them to refer others increases their chances of doing it.
- A Feeling of Belonging: Referring customers often feel more connected to your brand if they are part of a community.
- Gratitude and Respect: Acknowledging their contributions can go a long way, whether through a thank-you note or a small gesture.
How to Win Them Over:
- Incentivize with Purpose: Instead of just offering a generic reward, consider giving something that aligns with their interests.
- Personalized Engagement: Take the time to personalize the communication.
- Keep the Momentum Going: Don’t let the relationship stop once a customer refers someone. Keep them engaged by sending them exclusive content.
Pro Tip: Focus on the relationship, not just the transaction. A customer who feels emotionally connected to your brand will likely refer others without being prompted.
For instance, Spotify, a music streaming platform, uses advanced algorithms and user data to deliver personalized music recommendations for individual tastes.
Wrapping Up
By now, you should have a clear understanding of the various customer types your business may encounter. From curious first-timers to loyal brand advocates, each group has unique needs that require tailored approaches. Recognizing these distinctions enables more effective communication and better customer experiences.
To manage these diverse interactions efficiently, consider integrating Ozonetel’s AI-engineered customer experience platform. With features like intelligent IVR, live call monitoring, and omnichannel engagement across voice, chat, SMS, and WhatsApp, Ozonetel helps businesses streamline communication and provide personalized support.
Want to see what Ozonetel can do for your company? Sign up today for a free 7-day trial.
Frequently Asked Questions
The 10 types of customers include:
- Potential Customers
- New Customers
- Confused Buyers
- Loyal Customers
- Angry Customers
- Lapsed Customers
- Need-based Customers
- Referring Customers
- Discount-Seeking Customers
- Curious Customers
The four primary types of customers are:
- New Customers – those trying your product or service for the first time.
- Returning Customers – familiar with your brand and come back for more.
- Loyal Customers – repeat buyers who trust your brand.
- Discount Customers – attracted mainly by deals or offers.
A customer is an individual or entity that purchases goods or services from a business. Customers are essential to a business’s success, as their needs and satisfaction drive growth and sales.
