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.
Prospect
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.
Researchers
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.
Advocates
Customers who are fans of your products or brand who promote you to others.
