diff --git a/plugins/woocommerce-admin/includes/data-stores/class-wc-admin-reports-customers-data-store.php b/plugins/woocommerce-admin/includes/data-stores/class-wc-admin-reports-customers-data-store.php
index d8eac55154b..db6b2c7f7c0 100644
--- a/plugins/woocommerce-admin/includes/data-stores/class-wc-admin-reports-customers-data-store.php
+++ b/plugins/woocommerce-admin/includes/data-stores/class-wc-admin-reports-customers-data-store.php
@@ -686,7 +686,8 @@ class WC_Admin_Reports_Customers_Data_Store extends WC_Admin_Reports_Data_Store
 			return false;
 		}
 
-		if ( $customer->get_order_count() < 1 && 'customer' !== $customer->get_role() ) {
+		$customer_roles = (array) apply_filters( 'woocommerce_admin_customer_roles', array( 'customer' ) );
+		if ( $customer->get_order_count() < 1 && ! in_array( $customer->get_role(), $customer_roles, true ) ) {
 			return false;
 		}