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A customer may or may not also be a consumer, but the two notions are distinct. [8] [1] A customer purchases goods; a consumer uses them. [9] [10] An ultimate customer may be a consumer as well, but just as equally may have purchased items for someone else to consume. An intermediate customer is not a consumer at all.
Customer support is a range of consumer services to assist customers in making cost-effective and correct use of a product. [9] It includes assistance in planning, installation, training, troubleshooting, maintenance, upgrading, and disposal of a product. [9]
Customer experience, sometimes abbreviated to CX, is the totality of cognitive, affective, sensory, and behavioral responses of a customer during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages.
"The customer is always right" is a motto or slogan which exhorts service staff to give a high priority to customer satisfaction. It was popularised by pioneering and successful retailers such as Harry Gordon Selfridge , John Wanamaker and Marshall Field .
Understanding customer needs is important because it helps promote the product. A brand is the perception of a product, service or company that is designed to stay in the minds of targeted consumers. Customers often use "mental shortcuts" to make purchase decisions, meaning that they rely on brand familiarity to make faster decisions. [3]
Customer satisfaction is a term frequently used in marketing to evaluate customer experience. It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products ...
Customer engagement is an interaction between an external consumer/customer (either B2C or B2B) and an organization (company or brand) ...
A customer review is an evaluation of a product or service made by someone who has purchased and used, or had experience with, a product or service. Customer reviews are a form of customer feedback on electronic commerce and online shopping sites.