FIVE KINDS OF CUSTOMERS DEMAND DIFFERENT TREATMENT
There are only five types of customers in terms of the service they demand, according to Ketchem Advertising USA, an ad agency in Pittsburgh, Pennsylvania. Fitting customers into these profiles can enable you to provide the type of service they demand.
- The service pacifist is the kind of person who patronizes a bank only because it's just across the street, even though the service is abysmal. The service pacifist doesn't complain, but will quietly leave when he or she gets fed up. But you'll never find out what went wrong unless you ask. Service pacifists are conservative.
- The service resister uses self-service gas pumps, prefers not to have to deal with an agent, and doesn't trust anyone to do things right. Service resisters are conservative and family-oriented, and want to stay in control. They might say, 'I dread the thought of calling an agent. I feel I might get taken.'
- The service realist is the most desirable type of customer. 'Go with the flow' is his or her motto. Service realists have fairly high expectations and expect service delivery-but they realize that they can't expect perfection. The realist is a well-established member of society who values work, and is well-informed and self-assured.
- The service compulsive's motto is 'life without services would be too difficult.' Compulsives are big users of hair stylists, manicurists, and so on. They want a lot of attention, and are willing to pay for it. Service compulsives are highly image-conscious people. They are concerned with quality, appreciate first-class service, and love to try new products. They have to be the first on the block with a new gadget. Service compulsives hold high expectation levels. Their tolerance for mix-ups is low.
- The service abuser will complain to anyone and everyone. They expect that things will go wrong and that they'll have to make a stink. They're rude and demand perfection. The abusers have abundant resources and usually successful careers. But they need a lot of recognition and attention. They are the biggest financial drain on a company because they use up so much staff time.