Lesson Outcomes

After completing this lesson, learners will be able to:

Knowledge

  • Define customers and stakeholders

  • Identify customer profiles and behaviour types

Understanding

  • Explain the relationship between customers and stakeholders

  • Understand different types of customer behaviour

Application

  • Analyse customer profiles in a business context

  • Apply knowledge of customer behaviour in real-world scenarios

Overview

Customers and stakeholders are central to the success of any organisation. Businesses rely on understanding their needs, behaviours, and expectations to deliver effective products and services.

This lesson focuses on:

  • Customer profiles

  • Customer behaviour

  • The importance of customers to stakeholders

Understanding these concepts enables learners to:

  • Improve customer engagement

  • Support business decision-making

  • Enhance service delivery

Customers and Stakeholders

What are Customers?

Customers are:

  • Individuals or organisations that purchase goods or services

  • The primary source of revenue for a business

What are Stakeholders?

Stakeholders are:

  • Individuals or groups with an interest in the organisation

  • People affected by business decisions

👉 Customers are important stakeholders in any organisation.

Customer Profiles

Definition

A customer profile is:

  • A collection of information about customers

  • Data used to understand customer needs and behaviour

Components of a Customer Profile

  • Demographic information

  • Geographic data

  • Behavioural patterns

  • Preferences and interests

👉 Customer profiles help businesses understand their target audience. 

Customer Behaviour

Example of Customer Behaviour

One common type is:

Extensive Decision Making

  • Customers spend time researching products

  • They compare options before making a decision

  • They seek advice or reviews

Example:

  • Buying a television after comparing different brands and prices

👉 This type of behaviour involves careful consideration. 

Importance of Customers to Stakeholders

Customers are important because they:

  • Drive business success

  • Influence decision-making

  • Provide feedback for improvement

  • Support organisational growth

Key Notes

  • Customers are individuals who buy products or services

  • Stakeholders are people affected by business activities

  • Customer profiles provide detailed customer information

  • Customer behaviour influences purchasing decisions

  • Understanding customers improves business performance

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