Understanding The 3 Main Types of Customers

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Today I’d like to focus a little bit on customer service: as a manager, it’s your responsibility to ensure your team is providing the best customer service possible, but at the same time it is very difficult to watch every single person you employ 100% of the time.

Despite the best efforts of your team you may from time to time lose customers, but whether or not you decide to retain those customers is another story.

Click here for a short video on how to create a high performing team culture

If you haven’t already realised it, you’ll learn that there are really three main types of customer that every organisation should strive to have.

They are:

Your Current Customers

These are the most important because they’ve already made a commitment to you.

They’re less likely to leave your organisation if they receive great customer service and, in reality, it costs less to keep them happy than it does to solicit new business.

Brand New Customers

These are the people who are currently purchasing products and services from your competitors.

What can you do to show them that your products and services are of a higher quality and would benefit them more than the products they’re currently purchasing?

Lost Customers

Lost customers left your organisation for a reason, but you may be able to win them back.

You should, of course, consider this on a case by case basis.

You obviously don’t want to try to regain a customer who had a terrible payment history.

You should, however, try to regain customers who left because of price, because they thought you didn’t have what they needed, or who may suddenly find the service at the new organisation isn’t as great as they thought it would be.

Make sure your team members understand the three types of customers and how important each is to the growth and success of your organisation.

Focus on these three main types of customer and you’re bound to see significant growth in your workgroup!

Thanks again,


Sean McPheat

Managing Director

MTD Training   

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Updated on: 21 May, 2009

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