According to Google, “a customer is a person or organization that a marketer believes will benefit from the goods and services offered by the marketer’s organization.”

There are three types of customers: 

• Existing:  Existing Customers have a current relationship with a company
• Former: Those who have formerly had relations with the marketing organization typically through a previous purchase.  The value of this group to a marketer will depend on whether the customer’s previous relationship was considered satisfactory to the customer or the marketer. 
• Potential:  Those who have yet to purchase but possess what the marketer believes are the requirements to eventually become Existing Customers.

Why should you care about customers – existing or potential?  Because those are the individuals or companies which will dictate the success of your business. Building meaningful relationships with your customers affords you the opportunity to keep your business afloat, expand to other territories, or create innovative additions to the products you offer.

Customers are the lifeblood of a business. Every employee who interacts directly or indirectly with the customer is critical. In general, we think of the sales staff as the face of the company, but in reality the delivery person, the production staff, the receptionist, and the accounting team are equally as important in keeping the customer happy.

Good customers are something we strive to build.  Customers who contribute consistently to your revenue stream; make payments on time; interact with your staff with helpful suggestions; and recommend your products to others, are the best customers. You can turn most customers into valued customers with attention to detail, face to face time, sincere and prompt customer service, and an understanding of the importance of each and every customer you serve.

You decide…What’s in a customer?