TECHNOPRENEURSHIP

CUSTOMERS
FERNANDEZ, NEIL MARC G.
PACLEB, JESSALYN B.
ALVES, RYAN ZALDY C.
CUSTOMERS
ARE THE INDIVIDUALS AND BUSINESSES THAT PURCHASE GOODS AND SERVICES
FROM ANOTHER BUSINESS. ... THE WAY BUSINESSES TREAT THEIR CUSTOMERS CAN
GIVE THEM A COMPETITIVE EDGE. ALTHOUGH CONSUMERS CAN BE CUSTOMERS,
CONSUMERS ARE DEFINED AS THOSE WHO CONSUME OR USE MARKET GOODS
AND SERVICES CONSUMERS ARE GENERALLY TYPECAST ACCORDING TO THEIR
BEHAVIOR, AND MORE AND MORE, THAT BEHAVIOR OCCURS ONLINE.
Following are the most common five types of consumers in marketing.

Loyal Impulse Bargain Wandering Need-Based

Customers Shoppers Hunters Consumers Customers

3
Loyal Customers
Loyal customers make up the
bedrock of any business. As the
name implies, loyal customers are
those who have made a
commitment to your product or
service. Even though they may
comprise the smallest percentage of
your overall consumer base, your
loyal customers are also the most
likely to generate the majority of
your income. As an added bonus,
they're far more likely to
recommend your company to
others.
However, it's important not to
make the mistake of taking loyal
customers for
granted — they're as likely as
anyone else to move on to
greener pastures if your
business isn't meeting their
needs and preferences.
It's essential to keep this
customer base involved,
engaged, and feeling as if they're
valued by your company.
Consider adding reward
programs and interactive social
media to keep them coming back.
4
Impulse Shoppers
Impulse shoppers are those
simply browsing products and
services with no specific
purchasing goal in place. This
consumer segment generates
significant revenue for most
retailers. This type of consumer is
usually receptive to upselling and
has the potential to become a
loyal customer if products and
services meet or exceed their
expectations and desires

5
Bargain Hunters
Bargain hunters are seeking the
best deal, period, and most
likely won't be swayed by
upselling techniques — in fact,
this may cause them to move
on. This type of customer has
very little potential to become a
loyal customer unless it's part of
your business strategy to offer
the lowest possible price points
at all times. This customer also
rarely, if ever, makes purchases
on impulse. Advertising sales is
the best way to appeal to those
in this customer group.

6
Wandering
Consumers
Wandering customers are
somewhat related to impulse
shoppers, but they're much less
likely to make purchases. This type
of customer is more prevalent in
brick-and-mortar locations, but they
do stumble into online retail venues
on occasion. It's sometimes possible
to make a sale to those just
wandering through provided you
can stimulate their interest, but
keep in mind that many of them are
simply attracted to the social
interaction of shopping and have no
intention of making a purchase. 7
Need-Based
Customers
As the name implies, need-based
consumers are driven by the
need for a specific product or
service. Although these
customers generally make
purchases decisively and quickly
once they find what they're
seeking, they're easily lured
away by competing businesses.
However, they're frequently
converted into loyal customers.
They often have practical
questions or concerns that can
be addressed with a proactive
social media presence. 8
Techniques help defuse
difficult customer
situations.
Although "the customer is always right," they
may not always be easy to deal with. Learning
how to deal with difficult customers is an
important step for any business owner, especially
those who work in the customer service industry.
Even businesses with the best products and
services are bound to have occasional run-ins
with angry customers. To build a positive
reputation with consumers, it is important to
have properly trained staff who can handle
difficult people and resolve customer complaints.
Difficult customer experience scenarios.

9
THE IMPATIENT CUSTOMER
THE SITUATION: AN IMPATIENT CUSTOMER
MAY HAVE BEEN WAITING IN LINE LONGER
THAN USUAL, THEY MAY BE RUNNING LATE
TO THEIR NEXT APPOINTMENT, OR MAYBE
THEY'RE RESTLESS WHILE YOU SEARCH FOR A
SOLUTION TO THEIR ISSUE OR CONCERN.
HOW TO HANDLE IT: BE CLEAR AND TO THE
POINT WITHOUT APPEARING DISMISSIVE OF
THEIR DEMEANOR. EXPLAIN TRANSPARENTLY
WHY THERE'S A WAIT OR DELAY WITHOUT
GETTING INTO SPECIFICS. MAKE SURE AN
IMPATIENT CUSTOMER KNOWS THAT EFFORT
IS BEING INVESTED IN RESOLVING THE
SITUATION.
FRAME YOUR ANSWERS IN A POSITIVE LIGHT, TOO.
FOR EXAMPLE, INSTEAD OF SAYING THAT AN ITEM
IS OUT OF STOCK, EXPLAIN THAT A NEW DELIVERY
IS EXPECTED BY A CERTAIN DATE OR THAT YOU ARE
WORKING QUICKLY TO RESTOCK THE ITEMS IN
QUESTION. 10
THE INDECISIVE CUSTOMER
THE SITUATION: AN INDECISIVE CUSTOMER
STRUGGLES TO CHOOSE BETWEEN SEVERAL
PRODUCTS OR SERVICE OPTIONS, BUT THEY
MAY NOT COMMUNICATE THIS CONCERN TO
YOU.
HOW TO HANDLE IT: ASK SPECIFIC
QUESTIONS ABOUT SOME OF THE MOST
COMMON FACTORS THAT IMPACT DECISION-
MAKING, INCLUDING FEATURES, SERVICE
TIERS AND PRICE. IF YOU HAVE ANY
LITERATURE THAT CAN HELP THEM MAKE A
DECISION, POINT THEM TO THOSE
RESOURCES AS WELL. MOST IMPORTANTLY,
LISTEN TO THEIR CONCERNS WITH CARE.

11
THE ANGRY CUSTOMER
THE SITUATION: NO MATTER THE SCENARIO
OR SOLUTION, AN ANGRY CUSTOMER IS
SIMPLY NOT SATISFIED WITH THE END
RESULT, AND ATTEMPTS TO RECTIFY THE
SITUATION ARE NOT HELPING OR ARE
WORSENING THE SITUATION.
HOW TO HANDLE IT: EVEN IF YOU DON'T
FEEL IT'S WARRANTED, BEGIN THE
INTERACTION BY APOLOGIZING FOR THE
ISSUE. TRY TO RESOLVE THE SITUATION BY
ADDRESSING POINTED GRIEVANCES THEY
HAVE REGARDING THE SUBJECT AT HAND.
REMEMBER TO KEEP IT BRIEF: THE LONGER
YOU LINGER, THE MORE OPPORTUNITIES
FOR GRIEVANCES ARISE AND THE LESS TIME
YOU HAVE TO SPEND WITH YOUR OTHER
CUSTOMERS.

12
THE DEMANDING CUSTOMER
THE SITUATION: A DEMANDING CUSTOMER
ZAPS LOTS OF YOUR ENERGY AND TIME,
OFTEN AT THE EXPENSE OF OTHER
CUSTOMERS. THEY MAY BE DEAD SET ON THE
PRODUCT OR SOLUTION THEY WANT AND
MAY NOT ACCEPT ALTERNATIVES, EVEN
THOSE THAT ARE A BETTER FIT FOR THEIR
NEEDS.
HOW TO HANDLE IT: SPEAK SLOWLY AND BE
PATIENT. HEAR THEIR CONCERNS AND MOVE
SWIFTLY TO ADDRESS THEM. BE
TRANSPARENT, TOO; ANSWERS TO BUY TIME
OR PUT OFF THEIR NEEDS WHILE
ADDRESSING OTHER CUSTOMERS MAY NOT
GO OVER WELL.

13
THE VAGUE CUSTOMER
THE SITUATION: THIS CUSTOMER COMES TO
YOUR BUSINESS WITHOUT A CLEAR IDEA OF
WHAT THEY NEED. THEY MAY HAVE
DIFFICULTY ARTICULATING THE PROBLEM, OR
THEY MAY NOT HAVE A COMPLETE
UNDERSTANDING OF THEIR OPTIONS. AS
YOU ASK QUESTIONS TO GET TO THE HEART
OF THE ISSUE, THE ANSWERS DON'T
NECESSARILY HELP OR MAY EVEN ADD MORE
CONFUSION TO THE SITUATION.
HOW TO HANDLE IT: JUST LIKE WITH THE
INDECISIVE CUSTOMER, ASK A VAGUE
CUSTOMER POINTED AND SPECIFIC
QUESTIONS ABOUT THEIR NEEDS. THIS IS
MORE LIKELY TO PROVIDE THE
INFORMATION YOU NEED TO BEST HELP
THEM. EACH QUESTION YOU ASK SHOULD BE
WITH THE PURPOSE OF GETTING TO THE
BOTTOM OF THE SITUATION SO YOU DON'T
SPEND TOO MUCH TIME WHILE OTHER
14
CUSTOMERS ARE WAITING.
THE CUSTOMER THAT DEMANDS A REFUND
THE SCENARIO: THIS CUSTOMER TYPE IS SO
DISAPPOINTED OR UNHAPPY WITH THE
PRODUCT OR SERVICE THAT THEY ARE
REQUESTING THEIR MONEY BACK.
HOW TO HANDLE IT: EACH COMPANY HAS
THEIR OWN REFUND POLICY, AS WELL AS
REGULATIONS THAT DETERMINE WHAT
ITEMS CAN BE TAKEN BACK. WHILE THE BEST
COURSE OF ACTION IS TO PROVIDE A
REFUND IN FULL OR IN PART, YOUR
COMPANY MAY WANT TO OFFER A CREDIT
TOWARD FUTURE PURCHASES. IF YOU DO
GIVE THE REFUND, BE CLEAR ABOUT WHEN
IT WAS PROCESSED AND HOW LONG THEY
CAN EXPECT IT TO TAKE. THE UNHAPPY
CUSTOMER

15
THE CUSTOMER THAT DEMANDS A REFUND
THE SITUATION: DESPITE YOUR BEST EFFORTS
TO RESOLVE THEIR SITUATION, THE
CUSTOMER IS STILL DISSATISFIED WITH THE
RESOLUTIONS OFFERED.
HOW TO HANDLE IT: AN ANGRY CUSTOMER
AND AN UNHAPPY CUSTOMER REQUIRE A
SIMILAR RESPONSE. BEGIN WITH AN
APOLOGY, EVEN IF YOU DON'T FEEL LIKE ONE
IS WARRANTED. BRIEFLY TAKE STOCK OF THE
SOLUTIONS OFFERED AND ATTEMPT TO
OFFER SOMETHING ELSE; CONSULT YOUR
COMPANY POLICIES TO DETERMINE WHAT
YOU CAN OFFER IN THIS SITUATION. DURING
THE CONVERSATION, DON'T DISMISS THEIR
CONCERNS OR COMPLAINTS; LISTEN WITH A
SYMPATHETIC AND ATTENTIVE EAR.

16
HOW SUCCESSFUL
ENTREPRENEURS
WIN THEIR
CUSTOMERS.

17
 1. KnowYour
Customers
• The first step towards success is
"knowing your customers." If you
have no idea about their wants,
wishes and buying behaviors, it
will be impossible to entice them.
Successful entrepreneurs know
their customer’s names, age,
income, hobbies, tastes, dislikes,
and more. If you know your
customer to this depth, then you
can expect to win new customers
and build a successful business.
By knowing these details, entrepreneurs
can build products and offer solutions to
meet the customers’ needs. To achieve
this goal you need to:
•Listen , Communicate , Interpret, and
Involve your customers Entrepreneurs
often invest time and money in
marketing their products and services
without knowing their customers, which
is why they fail severely. It is crucial
spend time knowing your audience even
before you start designing your products.
18
 2. SolveOne
Problem at aTime
• You may have plans to offer a myriad of
services, but focusing on providing too many
solutions at a time will only result in more
confusion. So start with one thing at a time.
Understand your targeted audience’s
problem and devise a solution accordingly.
You may not be able to predict the ultimate
result, but it is often great to follow your gut
feeling. If you fail, you can always try
something new.
Apple, one of the world’s largest tech
companies took the same approach to
create a foothold in the industry. Apple
introduced Apple iPod and iTunes at a
time when MP3 players and music
download services were on the rise.
While others focused on individual
services (either selling MP3 players or
offering downloading services), Apple
combined both seamlessly and offered
its customers an amazing product. This
was a turning point for the company.
19
 3. Leverage
Employee Power
• Delivering world-class customer experience
is almost impossible without the support of
employees. Successful entrepreneurs
understand this and work towards
empowering their employees. Your
employees are the people who directly
interact with customers and maintain
customer relationships. You must, therefore,
instill a sense of mission among your
employees.
Remember, if you want to win a
customer for life, you need to be patient
because success does not come
overnight. Encourage your employees to
analyze meaningful data and come up
with unique ways to engage the targeted
and existing customers. This will help you
outshine the competition and stay a step
ahead of the customer’s expectations.

• Customers value exceptional service and

spread the word about companies that
provide value. Therefore, instead of looking
at short-term benefits, try to create lifelong
emotional connections through continuous
customer engagement. In order to achieve
this, you need to hire the best talent and
develop their skills to ensure they engage
with targeted customers in positive ways.
20
 4. Encourage
Customers toTalk
Analytics are a great way to know your
customers and how they interact with your
business, but won’t it be better to get
answers directly from customers? By
knowing your customers’ expectations, you
can ensure better customer experience.
According to the Walker study, “Customer
experience will overtake price and product as
the key brand differentiator by 2020.”
Customer experience is important as it
increases customer retention rates and
improves customer satisfaction. In order to
craft outstanding customer experiences, you
must consistently consider the feedback you
receive from your customers. The best way
to achieve this is through:
• Surveys , Feedback boxes ,User activity
,Usability tests , Reach out directly
(through emails)
Analyze the feedback and determine
whether you need to make
improvements to your products/services
or the quality of customer service or
both. Successful brands are not built in a
day. A lot of perseverance is required to
build a successful business and at the
heart of a successful business are its
customers. To become a successful
entrepreneur, you must know your
customers and offer them the best
possible experiences. Treat your
customers as your family members and
get to know them as much as you can.
Craft experiences that will help you build
life-long connections with your
customers and take your business to the
next level. Successful entrepreneurs have
already started engaging their customers,
So, what are you doing
21
THANK YOU!

22