I find it interesting that retailers use the word customer while professional service firms refer to their buyers as clients. The only real difference is what is being sold. Both retailers and professional service firms strive to deliver wow to their buyers, achieve repeat business, and grow their base of buyers.
If both groups are looking to achieve the same goals but simply sell either a good or service. Is there a psychological difference in using the term customer or client? If you are a professional services firm and refer to your customers as clients – does that unintentionally cause you to treat them differently than a retailer would treat their customers? And if you are treating them differently is it to either your or their benefit? Probably not.
Psychological behavior changes are important to take note of. The way we use language influences our behavior because we associate words with expectations over time.
Either word denotes a business relationship and is very detached. Some companies have tried to use words that are more appreciative in their use as they have for their employees. Slow progress.