HomeProductsCRMCustomer | Definition, Types, and Characteristics

Customer | Definition, Types, and Characteristics

Talking about customers certainly cannot be separated from business matters. Because when you run a business, it always needs a customer who will buy the goods or services provided by the company. Every business person and company needs to know what exactly a customer is. Also, they need to understand how to manage and maintain their customers. But apparently, many of them still do not have a good understanding of their customer and how to manage the customer itself. 

In order to sell the products and services quickly, it is necessary for customers to buy and use them. Thus, the role of people who work in the companies is very influential. Because they are good in attracting the attention of customers to buy a lot of existing products or services. Therefore, the more and more loyal customers are to you, the stronger the possibility for your business to achieve success. Further explanation about customers will be explained in this article below:

Table of Contents

Understanding The Customer

Source: valueconsulttraining.com

According to Vincent Gaspersz, customers are all the people who ask the company to meet certain quality standards that can have an impact on the performance and management of a company. In other words, the relationship between the company and the customer is like a symbiotic mutualism that requires each other. Customers need the products or services that the company provides, and vice versa. As a business owner, you also need an income from customers so that the company’s production activities can continue to run. 

If customers are satisfied with your company’s products or services, they will be more loyal to the company and influence others to buy the product. Without mutually beneficial cooperation, it is just an ordinary process of purchasing goods without repeated purchases of goods at other times.

See also: Cloud CRM for Handling Problems Related to Customers

Types of Customers

Customer generally divided into several types, including:

1. Internal Customer

This kind of customer is the one who comes from the scope of the company and usually buys a product or services for resale to others. Generally, this consumer influences the performance of the company. Some examples of internal customers are marketing employees, delivery employees, human resources, etc. To maximize its performance, internal customers need excellent collaboration and cooperation in a team to get as many end buyers as possible.

2. External Customer

External customers are the ones who actively and directly use the products or services of a company, which are also known as end consumers. For example, business owners, students, or even housewives. This type of customer is usually successfully obtained by the company. Why? Because company offers them good performance or the quality of goods or services that are felt directly by the customer. So, by providing the best quality goods or services to the buyers, the commitments obtained by these external customers will also be higher. 

3. Intermediary Customer

Intermediary customers are the types of buyers who become intermediaries for product sales but are not the final users of the products or services of a company. The difference of this kind of customer is that they are not from the scope of the company. But, from individuals or general groups who distribute products or services. The examples are resellers of a beauty product, tour booking services, and others similar.

Source: tokodistributor.com

Characteristics of Customer

1. Cheap Customers

Cheap customers are generally the buyers who prefer products with cheap and affordable prices and prioritize discounts. Usually, a factor such as “savings” drives them in choosing a product or service. Many of them will ask about promotions, bonuses, and certain discounts when shopping. Therefore, the best marketing strategy for this type of buyer is to provide an attractive promotion.

2. Difficult Customers

This kind of buyer generally looks at it negatively and often compares the products or services they are going to buy. Several factors cause this to happen, but the most common one is an unpleasant shopping experience. In dealing with this kind of customer, we should stay patient with them, don’t start arguments, and use polite language to communicate with them. Companies should not too focused on this type of customer, because it will only waste time without generating any sales. 

3. Sophisticated Customers

This sophisticated customer is a buyer who has high knowledge of the product or service before buying it. When dealing with these buyers, you should have qualified product knowledge. Why? Because this type of customer usually does the research and has many references about the products or services that you offer. The advantage of these buyers is that after you have successfully impressed them, they usually will become loyal consumers. Also, they will recommend your products to their relatives. So, one of the most important ways to deal with this type of customer is to enrich your knowledge about the products you offer. 

4. Affluent Customers

Affluent customer is the type of buyer that does not much considering the price of the product. This is the most important factor to consider in a marketing strategy that can be an asset for your business. These buyers will be loyal to a brand and always demand the best things in terms of services and quality of your products. Therefore, it is important to give individual attention to attracting this type of customer to encourage repeat purchases. 


A good business is a business that is always developing. On the other hand, businesses that are stagnant and do not want to develop are more at risk of failure because they cannot answer the challenges of the times and cannot compete with competitors. This is when the role of the customer can help you. buyers through consumer feedback will provide real data for your business. Therefore, it is very important for you, especially business people, to clearly understand the meaning of the customers. You can also use a CRM system to make it easier to identify potential customers and get complete information about your business sales in real-time.

CRM system

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Vania Marsha Kristiani
A Junior Content Writer at HashMicro who Interested in Digital and Growth. Also a life-time learner who always strive to learn and grow.


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