The five basic customers are new customers, impulse customers, angry customers, insistent customers, and loyal customers."}},{"@type": "Question","name": "What Is the Best Type of Customer?","acceptedAnswer": {"@type": "Answer","text": "Loyal customers are the best because they make repeat purchases over the long-term (sometimes decades) and they are likely to recommend you to friends, social media connections, or business associates."}},{"@type": "Question","name": "What Do Customers Value Most?","acceptedAnswer": {"@type": "Answer","text": "Customers probably most appreciate high quality products or services, low prices, good service, and the opportunity to give a company feedback that the company acknowledges."}}]}]}] Investing Stocks  Bonds  ETFs  Options and Derivatives  Commodities  Trading  FinTech and Automated Investing  Brokers  Fundamental Analysis  Technical Analysis  Markets  View All  Simulator Login / Portfolio  Trade  Research  My Games  Leaderboard  Banking Savings Accounts  Certificates of Deposit (CDs)  Money Market Accounts  Checking Accounts  View All  Personal Finance Budgeting and Saving  Personal Loans  Insurance  Mortgages  Credit and Debt  Student Loans  Taxes  Credit Cards  Financial Literacy  Retirement  View All  News Markets  Companies  Earnings  CD Rates  Mortgage Rates  Economy  Government  Crypto  ETFs  Personal Finance  View All  Reviews Best Online Brokers  Best Savings Rates  Best CD Rates  Best Life Insurance  Best Personal Loans  Best Mortgage Rates  Best Money Market Accounts  Best Auto Loan Rates  Best Credit Repair Companies  Best Credit Cards  View All  Academy Investing for Beginners  Trading for Beginners  Become a Day Trader  Technical Analysis  All Investing Courses  All Trading Courses  View All TradeSearchSearchPlease fill out this field.SearchSearchPlease fill out this field.InvestingInvesting Stocks  Bonds  ETFs  Options and Derivatives  Commodities  Trading  FinTech and Automated Investing  Brokers  Fundamental Analysis  Technical Analysis  Markets  View All SimulatorSimulator Login / Portfolio  Trade  Research  My Games  Leaderboard BankingBanking Savings Accounts  Certificates of Deposit (CDs)  Money Market Accounts  Checking Accounts  View All Personal FinancePersonal Finance Budgeting and Saving  Personal Loans  Insurance  Mortgages  Credit and Debt  Student Loans  Taxes  Credit Cards  Financial Literacy  Retirement  View All NewsNews Markets  Companies  Earnings  CD Rates  Mortgage Rates  Economy  Government  Crypto  ETFs  Personal Finance  View All ReviewsReviews Best Online Brokers  Best Savings Rates  Best CD Rates  Best Life Insurance  Best Personal Loans  Best Mortgage Rates  Best Money Market Accounts  Best Auto Loan Rates  Best Credit Repair Companies  Best Credit Cards  View All AcademyAcademy Investing for Beginners  Trading for Beginners  Become a Day Trader  Technical Analysis  All Investing Courses  All Trading Courses  View All EconomyEconomy Government and Policy  Monetary Policy  Fiscal Policy  Economics  View All  Financial Terms  Newsletter  About Us Follow Us      Table of ContentsExpandTable of ContentsWhat Is a Customer?Understanding CustomersCustomers vs. ConsumersFAQsThe Bottom LineBusinessBusiness EssentialsCustomer: Definition and How to Study Their Behavior for MarketingByWill Kenton Full Bio Will Kenton is an expert on the economy and investing laws and regulations. He previously held senior editorial roles at Investopedia and Kapitall Wire and holds a MA in Economics from The New School for Social Research and Doctor of Philosophy in English literature from NYU.Learn about our editorial policiesUpdated June 14, 2023Reviewed byKhadija Khartit Reviewed byKhadija KhartitFull Bio  Khadija Khartit is a strategy, investment, and funding expert, and an educator of fintech and strategic finance in top universities. She has been an investor, entrepreneur, and advisor for more than 25 years. She is a FINRA Series 7, 63, and 66 license holder.Learn about our Financial Review BoardFact checked byKatharine Beer Fact checked byKatharine BeerFull BioKatharine Beer is a writer, editor, and archivist based in New York. She has a broad range of experience in research and writing, having covered subjects as diverse as the history of New York City's community gardens and Beyonce's 2018 Coachella performance.Learn about our editorial policies Investopedia / Crea Taylor

Loyal customers are the best because they make repeat purchases over the long-term (sometimes decades) and they are likely to recommend you to friends, social media connections, or business associates.


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In sales, commerce and economics, a customer (sometimes known as a client, buyer or purchaser) is the recipient of a good, service, product or an idea, obtained from a seller, vendor or supplier via a financial transaction or an exchange for money or some other valuable consideration.[1][2]

Early societies relied on a gift economy based on favours. Later, as commerce developed, less permanent human relations were formed, depending more on transitory needs rather than enduring social desires. Customers are generally said to be the purchasers of goods and services, while clients are those who receive personalized advice and solutions.[3] Although such distinctions have no contemporary semantic weight, agencies such as law firms, film studios, and health care providers tend to prefer client, while grocery stores, banks, and restaurants tend to prefer customer instead.

The term client is derived from Latin clients or care meaning "to incline" or "to bend", and is related to the emotive idea of closure. It is widely believed that people only change their habits when motivated by greed and fear.[4] Winning a client is, therefore, a singular event, which is why professional specialists who deal with particular problems tend to attract long-term clients rather than regular customers.[3] Unlike regular customers, who buy merely on price and value, long-term clients buy on experience and trust.[3]

A customer may or may not also be a consumer, but the two notions are distinct.[8][1] A customer purchases goods; a consumer uses them.[9][10] An ultimate customer may be a consumer as well, but just as equally may have purchased items for someone else to consume. An intermediate customer is not a consumer at all.[8][1] The situation is somewhat complicated in that ultimate customers of so-called industrial goods and services (who are entities such as government bodies, manufacturers, and educational and medical institutions) either themselves use up the goods and services that they buy, or incorporate them into other finished products, and so are technically consumers, too. However, they are rarely called that, but are rather called industrial customers or business-to-business customers.[8] Similarly, customers who buy services rather than goods are rarely called consumers.[1]

Geoff Tennant, a Six Sigma consultant from the United Kingdom, uses the following analogy to explain the difference: A supermarket's customer is the person buying milk at that supermarket; a not-customer buys milk from a competing supermarket, whereas a non-customer does not buy milk from supermarkets at all but rather "has milk delivered to the door in the traditional British way".[11]

Tennant also categorizes customers in another way that is employed outside the fields of marketing.[12] While marketers, market regulation, and economists use the intermediate/ultimate categorization, the field of customer service more often[quantify] categorizes customers into two classes:

Before the introduction of the notion of an internal customer, external customers were, simply, customers.[citation needed] Quality-management writer Joseph M. Juran popularized the concept, introducing it in 1988 in the fourth edition of his Quality Control Handbook (Juran 1988).[15][16][17] The idea has since gained wide acceptance in the literature on total quality management and service marketing;[15] and many organizations as of 2016[update] recognize the customer satisfaction of internal customers as a precursor to, and a prerequisite for, external customer satisfaction, with authors such as Tansuhaj, Randall & McCullough 1991 regarding service organizations which design products for internal customer satisfaction as better able to satisfy the needs of external customers.[18] Research on the theory and practice of managing the internal customer continues as of 2016[update] in a variety of service-sector industries.[19][20][need quotation to verify]

Leading authors in management and marketing, like Peter Drucker, Philip Kotler, W. Edwards Deming, etc., have not used the term "internal customer" in their works. They consider the "customer" as a very specific role in society which represents a crucial part in the relationship between the demand and the supply. Some of the most important characteristics of any customer are that: any customer is never in a subordination line with any supplier; any customer has equal positions with the supplier within negotiations, and any customer can accept or reject any offer for a service or a product. Peter Drucker wrote, "They are all people who can say no, people who have the choice to accept or reject what you offer."[21] 2351a5e196

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