Customer

After successfully pushing a lead through the sales cycle and closing a deal, the opportunity has become a customer. This is someone who has bought your product or subscribed to your service. Different kinds of these exist, and having a strong customer relationship program can determine which kind your business attracts. Companies should align the kind they are targeting with their buyer personas.

Why does TrackMaven think that Customer is important?

The ideal type is a loyal customer - someone who continues to give you business by purchasing your product or using your service frequently. These have a higher value to your business than other kinds of customers because they are not only more likely to purchase something from you, but they are more likely to advocate for your brand as well.

On the opposite end of the spectrum are one-time customers. As the name suggests, they only purchase something from your company once, and then for whatever reason do not return. Your company’s customer service programs can affect the kind that you retain. Maintaining positive relationships can be the key to success for some companies. Many businesses fail due to inadequate customer service programs and failure to build and retain loyalty.