The Three Customer Types

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Other times the choice is easy, such as when a lens supplier sends an email about buying new lenses just when supplies are running low at home. Then the new lenses are just a couple of clicks away

The customer’s actions govern how you adapt the company’s business activity – is a lot of information needed, or should the purchasing process be designed to make it as quick as possible?

Toni Keskinen has identified three different customer types who behave in different ways.

The decisive customer

This customer type has decided to proceed through the decision­ making process quickly in order to complete the purchase. If the per­ son wants to buy, for example, a plane ticket, he or she searches for specific flights or airlines, before quickly narrowing down the options to one.The process can be compared to a triangle,starting with a lot of choices before resulting in a single one.

The learning customer

The learning customer type starts out with no knowledge at all of the product. It may be, for example, a person who has never renovated a house and therefore needs to read up about building methods. Only then can the person investigate which products and brands are avail­ able and then select one.This process can be compared to a zero – from no knowledge to a lot of knowledge, and then down to the choice of a product.

The impulsive customer

When a decision does not need a great deal of thought, the customer moves directly from purchasing impulse to purchase.This can be the case if the customer buys a familiar brand or if a quick decision is more important than the brand. It might involve, for example, buying basic items such as plastic bags or milk.