Who is a customer

April 27, 2020

A customer is the key person in any business. You’re in business with the aim to serve the customers what they want and bring them to satisfaction grounds for every product released. So, businesses rely on customers for their survival in a case that they drive incomes; without them, businesses have nothing to offer. Mostly, pressures of competition between businesses and other companies dictate that customers must be at the center of everything that a business does. There are determined measures that companies aggressively aim at in attracting more customers or clients either by increased advertisement of products or by lowering prices to expand customer bases. As a business owner, you stand to focus around the wants of a client and providing it, it will keep them coming back.

Customers are often the consumers. In other words, they are often the ultimate users. The terms ‘customers’ and ‘consumers’ mean the same thing if the person who buys something also consumes it and uses it. Customers, unlike vendors or resellers, are usually (but not always) the end users of any good or service that they have paid for. Even though the two terms have similarity, there is a basic difference. Customers are human beings, companies, or entities that purchase goods and services. As soon as customers consume what they purchased, they are also consumers. For us to group anybody as a consumer, there must be some consumption or usage.

It has to do with the shifting balance of influence between the companies that produce the goods, the retailers that stock and distribute them, and the consumers who are counted on to buy what’s provided. We must know and realize that we’re in an entirely new season. Today, the story goes that the customer finally runs the town.

For many years, the world largely belonged to the manufacturing and marketing companies that took over the needs of consumers through promotion and product development: They sold, you bought. But a few decades ago, there was a transition in which power went to the retailers. The major retailers controlled what was found in the stores and what appeared on the shelves and thereby determined what was readily obtainable for the shopper to buy.

But now we’re told that we’re in an entirely new season called the “new normal” when neither the manufacturer nor the retailer is in control. Today, the story goes to say that the customer finally runs the town.

Give them the best. Customers will still want the same thing – the best value for their money. This is what you have to give them. Even before you think of treating them well when they’re buying your products, you should always keep customers in mind when developing new products or offerings. Ask yourself all the time, ‘what will my king (the customer) need or want?’

Know their power. It still holds to be true, you should never offend your customers because it will mean serious loss for your business. In fact, it is truer in today’s economy where customers hold more power thanks to social media. In the past, what made a customer king was their ability to boycott your products and influence others to do the same. Today, social media upgrades that power. Negative words about your company or your brand can spread a lot faster over the web.



And speaking of complaints, talk about what can happen when you don’t look after your customers and the reports turns into bad press. We have never been more connected than we are today, what was once a case of people sharing a bad situation with 10 friends now can potentially be a post going viral though social media highlighting your poor service to millions of people.


You know this one right! So much money is wasted on trying to attract new customers to a business when all you really needed to do was to keep the existing customers happy. This works well in two ways, one clearly when you keep your original customers you reduce the need to acquire more. The second way it works is by giving them a great customer experience they can work positively for you through word of mouth.


I don’t know of any businesses that do not have a customer of some sort and in some form. They may be internal customers working for your business or the more traditional customer who purchases from you. Regardless, they are important, you need them and the success of your business or your role in the business depends on them! A great practice to get into is asking yourself – “who is my customer here?” and then plan your action accordingly.

Whatever industry you are in, whatever business you run, your customers and would-be customers will always be one of your most valuable stakeholders. How well you treat them will have a large impact on your business. They are the kings ruling over the affairs of your kingdom business.


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