VALIDATING CUSTOMER-RELATED
CONCERNS pricing.
Types of customers:
 Customers play a significant role in any
business. To understand customer
behaviour and to better allocate resources
to different customers to generate the
highest profit, it is necessary to identify and
segment different types of customers.
 By better understanding the different types
of customers, businesses can be better
equipped to develop successful strategies.
1. LOYAL CUSTOMERS – “LOYAL LARRY”
 Larry keeps coming back for more. Apart
from having a significant impact on your
revenue/sales, Larry will be also your
brand’s ambassador.
 Larry and customers like him help you
grow through word of mouth. He will
recommend your business/product to his
friends and family, sending a healthy
stream of new customers your way.
 You can keep them by merely memorizing
their names, give them extra benefits:
umbrella, calendar and other freebies.
 Most important type of customer since
they build market and introduces your
product to others.
2. DISCOUNT CUSTOMERS – “DISCOUNT DAN”
 Dan is the type of customer that sees
value in your product but won’t buy it at
full price.
 Offering a product at a discounted price,
Dan will usually leave once the discount
stops applying. To increase your chances
of keeping Dan as a customer, you need to
show him that he is not only getting a
product at a discount, but he also gets
amazing customer service bundled with
his purchase.
 Give discounts just like in promotional
3. IMPULSIVE CUSTOMERS – “IMPULSIVE
IGGY”
 Iggy is difficult to convince as he wants to
do the business in urge. He can make a
buying decision in an instant, provided
that the conditions are right.
 For online shops, the less clicks and
information needed to make a purchase,
the better.
 No intention to buy anything, they buy
products when they are convince to do so
or if it is necessary.
 Show the benefits of the products with
the use of pictures and previews in
windows for display that are neatly
arranged.
4. WANDERING CUSTOMERS – “WANDERING
WALLY”
 Wally is the least profitable customer as
sometimes he himself is not sure what to
buy.
 Wally is sometimes called as “Window
Shopper”.
 No money to buy, they only window
shopped or go to the mall to stroll or
access internet and has no intention to
buy products.
 To gain their attention, you give them
samples, brochures and approach them
with membership insurance.
o Customer Feedback – Information coming
directly from customers about the
satisfaction or dissatisfaction they feel with
a product/service.
WHY IS IT IMPORTANT?
1. Gives you a clue about what your customers
like and dislike.
2. Shows customers that their opinions
matter.
3. Gives you an outside opinion of your ‘which of our products are you happy with
company. and why?’).
4. Helps you learn the market trends.  Make the respondents comfortable and
5. Improves your products and services. have a smooth conversation with them.

END GOAL

 With customers feedback, businesses can

make appropriate changes to their offerings
to ensure that the product or service
meets the needs and expectations of their
customers. Such changes are likely to
increase customer satisfaction that, in turn,
is sure to improve the profitability levels of
any business.

COMMON PRIMARY RESEARCH TOOLS FOR

CUSTOMER FEEDBACK:

1. SURVEY
 Fixed sets of questions, which are usually
used to collect quantifiable information
(e.g. the percentage of people happy with
a particular product).
 Usually most effective when carried out
face-to-face, but can also be completed
over the phone, online, or through the
post.
 Close-ended and has a fixed answers
 Questions in surveys are usually:
i. Multiple Choice
ii. True/False or Yes/No
iii. Rankings or Ratings (e.g. 1-5, strongly
agree/disagree scales).
2. FOCUS GROUP DISCUSSION & INTERVIEW
 Focus groups and interviews are based on
a set of questions or discussion points.
 They are most effective for qualitative
research.
 Can be based on feelings and emotions
 Usually answers the how, why and what.
 Ask open-ended questions – one that
can’t be answered with ‘yes’, ‘no’ or
another single word (e.g. rather than ask
‘are you happy with our products?’ ask