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36 Examples of Customers

Customers are consumers, businesses, organizations or governments that are paying for your products or services. In practice, it is also common to refer to prospective customers or your entire target market as customers. The following are common examples of customers based on their behavior and situation.

Cold Lead

A potential customer you have reached out to who has shown no interest in your offerings.

Warm Lead

A potential customer who has expressed some level of interest.

Qualified Lead

A potential customer that has been evaluated and deemed likely to buy.


A lead that is currently engaged by sales.

Window Shoppers

Customers who visit without any intent to buy.

Non-paying Customers

Customers who have signed up for a free trial or similar offer who aren't paying yet.

Impulse Customers

Customers who suddenly purchase without planning to do so. Highly emotional and unpredictable.

Price Sensitive Customers

Customers looking for a deal who will not purchase at full price.

Value Conscious Customers

Seeking the best value for quality not necessarily the lowest price. Highly logical customers.

Luxury Customers

Price insensitive customers who want the best. Some of these customers avoid flashy brand names.

Status Seekers

View purchasing as a means to build social status.

Ethical Customers

Customers who consider ethics, politics and social & environmental responsibility in their purchases.

Function Seeking Customers

Customers looking for a particular set of features or functions.

Cutting Edge

Looking for the newest technology in a product category.

Trend Followers

Want to purchase newly popular products, styles and variations. Seek social proof.

Referral Customers

Customers who have been referred by a customer.

Relationship Customers

Customers who buy based on person-to-person attention or referrals from people they know.


Seeking much information to try to reduce post-purchase regret.

Looking to Switch

Customers of the competition who are dissatisfied and looking for change.

New Customers

New customers that may be unsure how to use your products. These customers are at a critical stage and may be feeling a sense of post-purchase regret.

Low-value Customers

Customers who aren’t spending much.

High-value Customers

Customers who are spending far more than average.

Demanding Customers

Customers that consume many resources or that demand that you change your products and services.

Delinquent Customers

Customers who do not pay their invoices on time.

At-risk Customers

Customers who are generally satisfied but experiencing some issue. These customers may have contacted you with an inquiry or complaint.

Dissatisfied Customers

Customers who are dissatisfied with your products and services. Likely to cancel or create negative publicity such as poor reviews.

Locked-in Customers

Customers who have high barriers to cancellation.

Disgruntled Customers

Customers who have long been dissatisfied but are locked-in for some reason such as a lack of alternatives. Intensely dislike your firm.

Loyal Customers

Customers who make repeat purchases or who have sustained a service subscription over time.

Lifetime Customers

Customers who are valuable due to the length of the relationship.

Referring Customers

Customers who refer other business to you. These customers may be important far beyond the value of their account.

Active Customers

Customers who regularly use your products and services.

Lead Users

Customers who are using your products and services in advanced or new ways. Viewed as important to product development.

Key Accounts

Customers that represent a large portion of your revenue or that are important to your strategy in some way.

Influencers and Reference Customers

Customers with high social status that are valuable to promotion.


Customers who are fans of your products or brand who promote you to others.
Next Read: Customer Behavior
More about customer behavior:
Buying Behavior
Customer Behavior
Customer Complaints
Customer Needs
Epic Meaning
Product Design
Word Of Mouth
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Customer Behavior

The definition of customer behavior with examples.

Customer Analytics

An overview of customer analytics with examples.

Customer Complaints

An overview of customer complaints with examples.

Customer Risk

An overview of customer risk with examples.

Customer Pain Points

An overview of customer pain points with examples.

Consumer Attitudes

An overview of consumer attitudes with examples.

Customer Motivation

A list of common customer motivations.


The common types of comfort.


The definition of consumption with examples.

Customer Wants

An overview of customer wants with examples.

Buying Behavior

An overview of buying behavior with examples.

Customer Communication

An overview of customer communication with examples.

Customer Interactions

An overview of customer interactions with examples.


An overview of incentives with examples.

Customer Incentives

A list of common customer incentives.
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