We present CustomerSim, an environment and benchmark to evaluate the extent to which Multimodal Large Language Models (MLLMs) can simulate realistic, persona-driven customer behavior in chat-based retail environments. While prior work treats user simulation as surface-level dialog generation, we focus on a model's ability to seek information and make decisions that adhere to customer specifications in multiturn, agentic simulations. CustomerSim consists of a human-curated set of 360 personas over five product categories, alongside a suite of metrics measuring consistency between a customer simulator's actions and its specifications and conversational quality. We find several behavioral gaps across five open and closed-source state-of-the-art models. First, while models produce fluent conversations, they display significantly lower lexical diversity than human shoppers, and open-source models overdisclose their criteria in the opening turn. Second, models tend to be persuaded by sales agent tone and drift from persona specifications. Even the strongest closed-source models, Claude Opus 4.8 and GPT-5.6 Sol, achieves <74% alignment with its persona specifications. To address these limitations, we propose UserGRPO, a multi-turn, multi-objective reinforcement learning recipe optimizing both conversational fluency and decision alignment under persona specifications. UserGRPO raises the decision alignment of the baseline model from 0.417 to 0.652, a gain of 23.5 points, without meaningful cost to conversational quality, and these gains transfer to held-out product categories. We further find that stylistic prompting is the only intervention that makes surface form more human-like, yet it nearly halves persona adherence. Through CustomerSim, we provide a testbed for the community to investigate and improve the adherence of user simulators in goal-oriented settings.

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