The document discusses different types of customers and their needs. It defines customers as those who buy products and consumers as those who use products. Internal customers are associated with a company, while external customers are not. There are also loyal customers who account for 50% of sales, discount customers who shop frequently based on sales, need-based customers with specific purchase intentions, impulse customers who buy on whims, and wandering customers without clear needs. Customer needs include feeling understood, welcome, important, and comfortable. Turning different customer types into loyal ones can help businesses grow.

1. Different types of customers and their
needs
by G Thierry Mbenoun

2. To explain the
different types of
customers in
business and their
needs

3. Objectives
Students will be able to:
 know the difference between customers and
consumers
 describe the difference between internal and
external customers
 List different types of customers

4. Consumer vs Customer
Customer :
The one who buys the product is
called a customer
Consumer
The one who uses the product is
called a consumer.

5. Internal and external
Customers
• Internal customer and external customer
are potential or current buyers.
• Internal customers are buyers who are
associated with the organization they are
buying the product.
• External customers are buyers who are not
affiliated with the company they are
purchasing the product or services.

6. Loyal Customers
They represent no more than 20 percent of
our customer base, but make up more than
50 percent of our sales.

7. Discount Customers
They shop in our stores frequently, but make
their decisions based on the size of our
markdowns.

8. Need-Based Customers:
They have a specific intention to buy a
particular type of item.

9. Impulse Customers
They do not have buying a particular item
at the top of their “To Do” list, but come into
the store on a whim. They will purchase
what seems good at the time.

10. Wandering Customers
They have no specific need or desire in
mind when they come into the store.
Rather, they want a sense of experience
and/or community.

11. customer needs
can be divided into four basic categories:
The need to be understood
Customers need to feel that the message they
are sending is being correctly received and
interpreted
The need to feel welcome
Customers need to feel that you are happy to
see them
The need to feel important
Customers like to feel important and special
The need for comfort
Customers need physical and psychological
comfort

12. Conclusion
 Customers are different from
consumers
 Internal customers are different from
external customers
 Turn Discount, Impulse, Need-
Based, and even Wandering
Customers into Loyal ones , it will help
grow your business. At the same
time, ensure that your Loyal Customers
have a positive experience each time
they enter your store, it will only serve
to increase our bottom-line profits.