What is a customer?

2014-05-27 18.50.03

A few months ago on LinkedIn I decided to put a topic up for discussion in The Chartered Institute of Marketing (CIM) official group. The topic was simply this. What is a customer? Curious? I sure was as I wanted to know what other marketing professionals thought of my question and what their responses would be.

I said a customer can be described in the acronym I created below:

Considers things before making a decision in regards to a product or service

Understands the product or service provided

Searches for the best deal a business can provide them

Takes in information given

Offers suggestions and feedback on the service received

Makes clear and precise decisions on a product or service

Evaluates the service they receive

Realises the product or service they need


From looking at the responses I received in the group, there was one that really resonated with me. It was this one:

Customers are the difference between a viable business and a idea. It is by anticipating and satisfying their needs that we generate revenue and profit. While the goal is to maximize profits, this can only come from attracting customers and persuading them to exchange their cash for our goods and services”. (Kendell L. Garcia, Commercial Vehicle Sales; Toyota Trinidad and Tobago).

I agree with Mr Garcia but to add to this, and to the thoughts of fellow marketers who participated in the group discussion and even to the acronym I created; a customer is the lifeblood of a company. They are the ones who pump the blood that goes to the heart of the business. Without them, a business cannot survive.



Emmanuel #EKsMarketingViews


2 thoughts on “What is a customer?

  1. Pingback: A-Z of Marketing Part 1 | https://eksmarketingviews.wordpress.com

  2. Pingback: Comp-pain! | https://eksmarketingviews.wordpress.com

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