9 Types of Customers and How to Handle Them

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Jainy Patel

Senior Writer:

green tickReading Time: 6 Minutes
green tickPublished : March 26, 2024

In any business, understanding the various types of customers and knowing how to effectively deal with them is crucial for success. Customers come with diverse personalities, needs, and expectations, which require different approaches to ensure satisfaction and loyalty. About 66% of customers expect companies to understand their needs. Hence, in this blog, we will explore the different types of business customers and provide strategies on how to handle them professionally.

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Understand your customers' needs and preferences through thorough research and data analysis, and tailor your products, services, and communication strategies accordingly to build strong relationships and drive customer satisfaction. Continuously seek feedback, listen to customer insights, and adapt your approach to meet evolving market trends.

9 Different Types of Customers

Every customer has a unique requirement and preference, so it’s crucial to cater to them accordingly. Below we have listed 9 types of customers in marketing, their requirements, and the strategy to deal with them.

1. New Customers

New customers are those who have recently started engaging with your business. They may be curious about your products or services and are evaluating whether to continue their relationship with your brand. It’s essential to make a positive first impression on new customers to encourage repeat business and referrals.

What are their requirements?

  • New customers require detailed information, product demos, or educational content to understand the value and benefits of your offerings.
  • Providing guidance, tutorials, or onboarding sessions helps new customers navigate your products/services effectively.
  • Exclusive welcome offers, discounts, or incentives encourage new customers to make their first purchase and experience your brand.

Strategy: Provide top notch customer service by being attentive, informative, and responsive to their inquiries. Offer personalized recommendations based on their needs and preferences. Follow up with them to ensure their satisfaction and address any concerns promptly.

2. Potential Customers

Potential customers are individuals or businesses who have shown interest in your offerings but haven’t made a purchase yet. They may be comparing your products/services with competitors or waiting for the right opportunity to buy. Capturing potential customers requires strategic engagement and nurturing to get them through the sales funnel.

What are their requirements?

  • Potential customers need easy access to information, FAQs, customer reviews, and comparisons to evaluate your offerings.
  • Clearly communicating the unique value, benefits, and advantages of your products/services persuades potential customers to consider making a purchase.
  • Lead nurturing through email marketing, personalized content, and targeted promotions keeps potential customers engaged and informed.

new customer onboarding

Strategy: Implement lead nurturing strategies such as email marketing, targeted promotions, and educational content to keep potential customers engaged. Showcase the value and benefits of your offerings to persuade them to convert. Build trust through transparent communication and testimonials from satisfied customers.

3. Angry Customers

Angry customers or unhappy customers are those who have had a negative customer experience with your business, resulting in frustration or dissatisfaction. Dealing with angry customers requires empathy, patience, and a proactive approach to resolving their issues.

What are their requirements?

  • Angry customers require empathy, active listening, and acknowledgment of their concerns, frustrations, and experiences.
  • Promptly addressing issues, resolving problems, and offering solutions or compensation demonstrate a commitment to customer satisfaction.
  • Sincere apologies, taking accountability for mistakes, and showing genuine efforts to rectify the situation rebuild trust with angry customers.

Strategy: Listen actively to the customer’s concerns without interrupting or becoming defensive. Apologize sincerely for any mistakes or inconveniences caused. Offer solutions or compensation to rectify the situation and restore their trust in your brand. Follow up after the resolution to ensure their satisfaction and loyalty.

4. Curious Customers

Curious customers are those who seek detailed information about your products/services before making a purchase decision. They may have specific questions or want to explore different options to meet their needs effectively.

What are their requirements?

  • Curious customers seek in-depth information, specifications, features, and comparisons to make informed purchase decisions.
  • Offering demos, trials, or samples allows curious customers to experience your products/services firsthand before committing.
  • Providing expert advice, recommendations, and personalized solutions based on their specific needs and preferences helps curious customers make confident decisions.


Strategy: Provide comprehensive product/service information through various customer service channels such as website FAQs, live chat support, or informative blog posts. Be prepared to answer detailed questions and offer demonstrations or trials to showcase the value and functionality of your offerings. Follow up with additional resources or support to assist them in making an informed decision.

5. Loyal Customers

Loyal customers are the backbone of any successful business. They are repeat buyers who consistently choose your products or services over competitors. Loyal customers often have a strong emotional connection to your brand and advocate for it among their networks. In fact, 75% of Americans are more likely to be loyal to brands that understand them on a personal level and provide good customer service.

What are their requirements? 

  • Loyal customers expect consistent quality and reliability in the products or services they purchase.
  • They appreciate personalized communication, recommendations, and offers tailored to their preferences and past purchases.
  • Loyalty programs, VIP perks, and special rewards make loyal customers feel valued and appreciated.

Strategy: Recognize and appreciate loyal customers through loyalty programs, exclusive offers, and personalized rewards. Engage with them regularly to gather feedback, improve their experience, and maintain a strong relationship. Encourage their loyalty through exceptional service, consistent quality, and proactive communication.

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6. Impulse Customers

Impulse customers make spontaneous purchasing decisions without extensive research or planning. They are often influenced by emotions, promotions, or immediate needs, leading to impulse buys.

What are their requirements? 

  • Impulse customers are enticed by limited-time promotions, discounts, freebies, or bundled deals that offer immediate value.
  • Streamlined checkout processes, easy navigation, and hassle-free transactions cater to the spontaneous nature of impulse buyers.
  • Visually appealing displays, enticing packaging, and persuasive marketing materials capture the attention of impulse customers.

Strategy: Create appealing promotions, limited-time offers, and eye-catching displays to attract impulse customers. Make the buying process seamless and convenient to capitalize on their spontaneous decisions. Upsell or cross-sell complementary products/services to increase their purchase value and satisfaction.

7. Discount Customers

Discount customers are price-sensitive individuals who prioritize getting the best deal or value for their money. They may wait for sales, discounts, or promotions before making a purchase.

What are their requirements? 

  • Discount customers seek value for money and are attracted to competitive pricing, discounts, promotions, or price-match guarantees.
  • Clear pricing structures, no hidden fees, and honest communication about discounts or savings build trust with discount customers.
  • Emphasizing the value, benefits, and features of products/services justifies the price and resonates with price-sensitive customers.

discount influence on consumers

Strategy: Offer competitive pricing, discounts, bundled deals, or loyalty rewards to attract and retain discount customers. Highlight the value and benefits of your offerings to justify the price and differentiate from competitors. Build trust and customer loyalty by consistently delivering quality and value, even at discounted rates.

8. Active Customers

Active customers are engaged and regular buyers who interact with your brand across various channels. They may seek updates, participate in promotions, provide feedback, or refer others to your business.

What are their requirements? 

  • Active customers appreciate informative content, updates, tips, and relevant information related to their interests or purchases.
  • Engaging with quizzes, polls, contests, or interactive tools enhances the experience and encourages active participation.
  • Regular updates, promotions, reminders, and personalized messages keep active customers engaged and informed.

Strategy: Foster engagement with active customers through personalized communication, relevant content, and interactive experiences. Encourage their participation in surveys, reviews, or user-generated content to strengthen their connection with your brand. Reward their loyalty and advocacy with exclusive perks or recognition.

9. Lapsed Customers

Lapsed customers are those who have stopped purchasing from your business for a period of time. They may have encountered issues, lost interest, or switched to competitors.

What are their requirements? 

  • Targeted reactivation campaigns, win-back offers, or incentives entice lapsed customers to return and make a purchase.
  • Addressing any previous issues, concerns, or dissatisfaction experienced by lapsed customers demonstrates a commitment to improving their experience.
  • Highlighting new features, improvements, or benefits since their last purchase reinforces the value proposition and encourages reactivation.

Strategy: Re-engage lapsed customers through targeted reactivation campaigns, personalized offers, or win-back incentives. Address any previous concerns or issues they may have experienced and offer solutions to regain their trust. Stay connected with periodic updates, promotions, and reminders to encourage their return and reactivation.


Effectively managing different types of customers requires a deep understanding of their behaviors, motivations, and preferences. By tailoring strategies and experiences to meet the needs of loyal, impulse, discount, active, and lapsed customers, businesses can enhance customer satisfaction, loyalty, and long-term success. Implementing proactive engagement, personalized communication, and value-driven initiatives can create meaningful relationships and drive positive outcomes across customer segments.

Frequently Asked Questions

The four major types categories of customers are loyal customers, impulse customers, discount customers, and active customers.

The three major classifications of customers are new customers, potential customers, and existing customers.

There are various types of consumers, including loyal consumers, price-sensitive consumers, impulse buyers, and brand-conscious consumers, among others.

The three levels of customer satisfaction are basic satisfaction, meeting expectations, and exceeding expectations.

Updated : April 15, 2024

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