Customer

Defining the term Customer:

A customer is someone who is buying or trying to receive some form of privilege or are attempting to obtain some material from the vendor, supplier or seller.  

Someone who is not basically the consumer can certainly be a customer because the customer can be of two different types. One who is the intermediate customer or commonly known as the trade customers. These are the people who would buy the thing just so that they can sell it again to the ultimate customer, or in other terms most of the world. The ultimate customer is actually buying things or at least trying to attain some privilege from a vendor or a seller, one who would be a consumer or pass it on to the consumer.

Books that prepare you for the ‘customer' world:

There are several books on customers, below we enlist the most popular and effective ones:

• Customer satisfaction is worthless, and Customer loyalty is priceless, yes, we know that the tile of the book completely shatters your general notion about the customers, but there is a reason behind it, and that is a valid one. The loyalty of the customer will get you far more business than just the customer satisfaction. Think for once that the customer is happy with whatever he buys from you, but he is not even least bit impressed by your behaviour. So will that fetch you any more business from his side? Well, the answer is too obvious, NO. This is just one instance and in this book, Jeffry Gitomer has provided the ample amount of such ideas. This is a must read.
• The Thank You Economy by Gary Vaynerchuk These books deals with how the social media and the e-businesses have changed the game for the other sales people completely.

Examples:

Even though everybody is aware of who the customer is, here are some examples enlisted below, to further clarify your doubts:

Example 1:

• External Customer: By an external customer of an organization, it is meant that a buyer, who is not directly associated with an organization.

Example 2:

• Internal Customer: An internal customer is an individual, who remains directly associated with a business organization, which is an internal connection. Usually, internal customers are the employees or shareholders of a business organization.

Example 3:

• Intermediate Customer: An intermediate customer or trade customer is mainly a dealer, who purchases goods from a business organization for re-selling.

Example 4:

• Ultimate Customer is the one, who tend to pass the purchased items into the consumer, or who himself consume the products or services.

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