This document discusses the makeup and thinking process of customers. It defines customers as individuals or businesses that inquire about or purchase goods and services. There are two major types of customers: internal customers within an organization and external customers who are end-users. External customers can be existing customers who have purchased before, former customers who previously purchased, or potential customers who have yet to buy but may in the future. The customer thinking process involves recognizing a problem or need, searching for information, evaluating alternatives, making a purchase, and assessing the purchase after. Understanding how customers think enables better relating to and serving customers at each stage of the buying process. The document emphasizes that customers are very important to any organization's success.

1. DNA OF A CUSTOMER
BY
ANGELA IHUNWEZE(Mrs)
angelaitambo74@yahoo.com

2. KEY LEARNING OBJECTIVES
• To understand what is the make up of a customer
• How they think
• Habits especially buying habits
• These information will help you know how best to handle
them irrespective of your temperament and theirs as well.

3. Who is a customer?
A customer is an individual or business
that makes an inquiry about your product
or service with the intent to make a
decision whether to buy or not
A customer is an individual or business
purchases the goods or services produced
by a business

4. Types of customers
There are two major types of customer groups
• Internal customers; your colleagues,
gatekeepers of your organization (Gate men,
receptionist, cleaners, drivers, receptionist,
outsourced workers in your organization
• External customers; end-users of your
organizations goods and services

5. X ray of an external customer
There three major types of external customers
Existing Customers
Consists of customers who have purchased or otherwise
used an organization’s goods or services, typically within
a designated period of time
Former Customers
• This group consists of those who have formerly had
relations with the organization typically through a
previous purchase

6. X ray of an external customer part 2
Potential Customers
The third category of customers includes those who have
yet to purchase but possess what the organization believes
are the requirements to eventually become Existing
Customers. These individuals ask quite a number of
questions to make up their minds whether to purchase or
not.

7. The Thinking process of a
customer
Understanding how customers
thinks will enable anyone dealing
with them know how to relate
with customers of every kind at
every stage of the buying process

8. The Thinking process of a customer part 2
Problem
need
Information
search
Evaluation
of
alternatives
Purchase
behaviour
Post
purchase
behavior
Problem
need
Information
search
Evaluation
of
alternatives
Purchase
behaviour
Post
purchase
behavior
Problem
need
Information
search
Evaluation
of
alternatives
Purchase
behaviour
Post
purchase
behavior
Problem
need
Information
search
Evaluation
of
alternatives
Purchase
behaviour
Post
purchase
behavior

9. POST BEHAVIOUR
• Post-purchase behavior is the final stage in the consumer
decision process when the customer assesses whether he
is satisfied or dissatisfied with a purchase.
• How the customer feels about a purchase will
significantly influence whether he will purchase the
product again or consider other products within the brand
repertoire.
• A customer will also be able to influence the purchase
decision of others because he will likely feel compelled to
share his feelings about the purchase.
•

10. Why the customer very important?
Customers are the most important people for
any organization. They are the resource upon
which the success of the business depends
Do you agree?
Thanks for listening