‫ لكممي‬-‫لكية اإلقتصاد و التدبري‬

Faculte d’Economie et de la
gestion - guelmim

THE CUSTOMERS

HASSAN EL KADRI
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AGENDA
 Introduction​
 Who is a customer ?
 Types of customers, and how to deal with
them ?
 What is customer service ?
 Type of customer services ?
 ​Summary​
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INTRODUCTION
Today we will talk about an important topic, a topic
that concerns us in particular, students who specialize
in the field of economics, which is customers. We
will define customers and we will know customer
service ,customer, and its types and how to deal with
them.
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WHO IS CUSTOMER ?

The customers
 Wikipedia defines a customer (sometimes known as a client, buyer, or purchaser) 5
as the recipient of a good, service, product or an idea - obtained from
a seller, vendor or supplier via a financial transaction or exchange for money or
some other valuable consideration.
 Most people tend to use the word customer and consumer almost interchangeably.
However, a customer and a consumer are different. A customer is a person or
company who purchases goods and services. A customer becomes a consumer
when he or she uses the goods or services.
 There are many possible customers; buyers, users, influencers, administrators, and
distributors. So, who is the customer? When you look them through a task lens, we
see that they are all trying to get a job done, but not the same job. Of course,
companies want to help any and all potential customers get their unique jobs done
better, earning their loyalty. The key to success, however, is knowing who the
primary customer is and the hierarchy to follow to optimize value creation and
profits.
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TYPES OF CUSTOMER
And how to deal with them.
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WHAT ARE THE DIFFERENT TYPES OF

CUSTOMERS?

Customers play a significant role in any business.

To understand customer behavior and better
allocate resources to different customers to
generate the highest profit, it is necessary to
identify and segment different types of
customers. By better understanding the different
types of customers, businesses can be better
equipped to develop successful strategies.
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FIVE MAIN TYPES OF CUSTOMERS

 In the retail industry, customers can be segmented into five

main types:
1.Loyal customers: Customers that make up a minority of the
customer base but generate a large portion of sales.
2.Impulse customers: Customers that do not have a specific
product in mind and purchase goods when it seems good at the
time.
3.Discount customers: Customers that shop frequently but base
buying decisions primarily on markdowns.
4.Need-based customers: Customers with the intention of
buying a specific product.
5.Wandering customers: Customers that are not sure of what
they want to buy.
 1. LOYAL 9

CUSTOMERS
 Loyal customers are the most important segment to appease and should be top-
of-mind for any company. This type of customers generally represents no more
than 20% of a company’s customer base but contributes the majority of sales
revenue. Loyal customers, as the name implies, are loyal and value a product
heavily.
 In addition, loyal customers are likely to recommend the company’s products
to other people. Therefore, it is important to solicit their input and feedback
and involve them in a company’s decision-making process. Heavy emphasis
should be placed on loyal customers if a company wants to grow.
 2. IMPULSE 10

CUSTOMERS
 Impulse customers are the best customers to upsell to and are the
second most attractive segment (after loyal customers) to focus on.
Impulse customers do not have a specific shopping list in mind and
purchase products spontaneously. In addition, impulse customers
are typically receptive to recommendations on products.
 Impulse customers are second to loyal customers in the generation
of sales revenue. Keeping these customers in the loop on
new product offerings goes a long way in improving a company’s
profitability.
 3. DISCOUNT 11

CUSTOMERS
 Discount customers play an important role in turning over
a company’s inventory. Therefore, discount customers are
a key contributor to a company’s cash flow. This type of
customer seldom purchases products at full price and
shops around for the best markdowns.
 Discount customers are resilient to upselling, are usually
the least loyal segment of customers, and generally move
on when better markdowns are available elsewhere.
 4. NEED-BASED 12

CUSTOMERS
 Need-based customers are driven by a specific need. In other words,
they enter the store quickly, purchase what they need, and leave.
These customers buy for a specific need or occasion and are hard to
upsell. It is important to note that need-based customers can be
easily drawn to other businesses.
 Therefore, it is important to initiate positive personal interaction
with this customer segment in order to retain them. Converting need-
based customers to loyal customers is attainable with proper positive
personal interactions.
 5. WANDERING 13

CUSTOMERS
 Wandering customers draw the largest amount of traffic to the company while
making up the smallest percentage of sales revenue. They have no specific
need or desire in mind and are attracted by the location of the business more
than anything else. These customers enjoy the social interaction of the
shopping experience.
 Therefore, spending too much time trying to appease this segment can draw
away from the more profitable segments. Although this segment generates the
least amount of sales revenue, providing insightful information about products
to these customers can stimulate interest and ultimately result in a purchase.
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WHO IS A CUSTOMER SERVICES ?

 Customer service is the assistance and advice 15
provided by a company to those people who buy
or use its products or services. Each industry
requires different levels of customer service,] but
in the end, the idea of a well-performed service
is that of increasing revenues. The perception of
success of the customer service interactions is
dependent on employees "who can adjust
themselves to the personality of the customer".]
 Customer service is often practiced in a way
that reflects the strategies and values of a firm.
Good quality customer service is usually
measured through customer retention. Customer
service for some firms is part of the firm’s
intangible assets and can differentiate it from
others in the industry. One good customer
service experience can change the entire
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TYPES OF CUSTOMER SERVICES

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 Customer service has come a long way
from the days when a phone call or a
visit to the store were the only options a
customer had for reaching a brand.
 Today, the explosion of e-commerce,
mobile devices, and social media has
created a multitude of ways for
customers to connect.
 Here are some of the types of customer
service:
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1. SOCIAL MEDIA:
 Responding to questions, requests, and
complaints on social media channels
like Twitter, Facebook, and Instagram.
Social media provides an immediate
way for customers to contact a brand
at any time.
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2. CHATBOTS:
 These online tools allow customers to
get very quick answers to frequently
asked questions or be directed to a
customer service rep for assistance.
They use AI to automate conversations,
providing 24×7, cost-effective service.
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3. SELF-SERVICE:
 Users get questions answered on their
own without a service representative.
Examples include chatbots, online,
FAQs and product tutorials.
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4. SMS/MOBILE:
  People love texting, especially younger
generations, so service via SMS has
become commonplace. Brands text
order, shipping, and delivery
confirmations, and can also answer
questions via text.
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5. PHONE:
 It may no longer be the dominate type
of service, but some customers prefer
the option. Interactive Voice Response
(IVR) and AI help answer common
questions and route customers to the
right repones.
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6. EMAIL SUPPORT:

 Responding to customers via email has

its downsides (slower), but gives
customers a way to clearly explain
what they need.
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7. IN-PERSON:
 And of course, there’s still on-site
service: Talking to live a human being,
in-person. This type of service can
make it easy for customers to learn
about a product or service, and for
service reps to build customer
relationships.
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“ YOUR MOST UNHAPPY

CUSTOMERS ARE YOUR
GREATEST SOURCE OF
LEARNING.
BILL GATES
”
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SUMMARY
In conclusion, we cannot deny that the customer is
the most important person in the world of finance
and business. That is why all businessmen care a lot
about the comfort and satisfaction of their
customers with them. We see that they spend a lot
on customers services for all kinds in order to
ensure that their customers do not suffer from any
problems that may prevent them from dealing With
them next time.
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THANK YOU
 HASSAN EL KADRI.
 elkadrihassan2@gmail.com
 LP Finance et Banque.