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As I write about small business marketing strategies I’m often confronted the choice between the word client or customer when referring to those folks you exchange goods and services with for money. For the most part the words are interchangeable, but seem, culturally, to possess different meanings and uses. In the main, client is more often used by someone referring to a professional service such as a law firm. Customer is more likely the word of choice for a retailer or plumber.
The idea for this post actually goes to Ridgely Evers, founder of NetBooks. In a brief discussion he mentioned the origin of the word customer is the Latin - consuetudinem, coming from one’s habit or custom - or, someone’s customary practice do something repeatedly. The root of client is the Latin cliens, more closely related to the idea of a follower.
I don’t know about you, but I’ve know I want my customers to know, like, trust, call and refer me repeatedly. I want them to grow accustomed to my blog. I want it to be their custom to think of me whenever they need a practical marketing tip. So, customer it is for me.
Both words compared from the Online Etymology Dictionary.
client - 1393, from Anglo-Fr. clyent, from L. cliens (acc. clientem) “follower, retainer,” perhaps a var. of prp. of cluere “listen, follow, obey” (see listen); or from clinare “to incline, bend,” from suffixed form of PIE base *klei- “to lean” (see lean (v.)). The ground sense is of one who leans on another for protection. In ancient Rome, a plebian under protection of a patrician (in this relationship called patronus, see patron), originally in Eng. “a lawyer’s customer,” by c.1600 extended to any customer. Clientele is 1563, from Fr. clientèle, from L. clientela “relationship between dependent and patron.”
custom - c.1200, “habitual practice,” from O.Fr. costume, from V.L. *consuetumen, from L. consuetudinem, acc. of consuetudo “habit or usage,” from consuetus, pp. of consuescere “accustom,” from com- intens. prefix + suescere “become used to, accustom oneself,” related to sui, gen. of suus “oneself,” from PIE *swe- “oneself” (see idiom). Replaced O.E. þeaw. Sense of a “regular” toll or tax on goods is c.1325. Customer (14c.) meant “customs official” before meaning switched to “buyer” (first attested 1409). Customary is from 1523.
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This entry was posted on Sunday, September 16th, 2007 at Sep 16, 07 | 2:19 pm and is filed under Customer Service. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
This brings up a great, if broad, topic: Semantics in marketing.
One person’s customer is another’s consumer is another’s client. Just like one person’s internet marketer is another’s spammer is another’s online marketer, etc..
Drives me batty…
John,
In the “Professional Services” arena, Ron Baker and Paul Dunn addressed the very topic in “Firm of the Future”.
Same conclusion you came up with too… better to have customers than clients.
That said, many “professional services” like law, accountancy, and even property services like realtors refer to the people who pay them as “clients”
I personally prefer customers, and find serving customers is more fun, and lucrative that servicing clients.
David
[…] Over Duct Tape Marketing, an interesting question: is it a client, or is it a customer? I know the answer for most lawyers is that the folks being represented are clients rather than customers, but I’ve never been so sure. […]
I love word roots. Just tonight I was discussing with a friend the connection of “pro creation” and “procreation” and what their relationship implies. Maybe a bit off topic (and nerdy), but it seems daily there is a word that really makes me curious about its whereabouts.
As for me, I’ve always believed client is the more deserving and respectful term. Customer is based on a straight monetary exchange, while client refers more to an accepting of services where quality comes to mind.
I’m a customer at a gas station, fast food restaurant and even Disneyland. I suppose I see waiting lines and an equal treatment with ALL others when I hear customer (which at times I prefer to be), but client conjures more of an image that our time together is exclusive and my attention is all yours.
Despite my love for root words, I have to say the contemporary perception trumps the Latin origin. My first instinct however, is to ask the client which they prefer (nice gesture), but in writing, especially on our blog, it’s strictly client.
Customer just sounds too dime-a-dozenth and belonging to franchise and chain businesses. I also think client symbolically keeps your employees on their toes.
Aaron - I add this - client also implies I’m smarter than you, you are a tool, I am the expert.
Contemporary perception is a big problem, contemporary perception is that blogs are stupid for business.
What if we decided to change perception. What if chose to give customer the meaning of shared relationship - you are in the custom of buying from me, I am in the custom of delighting you. Now that sounds pretty good to me.
[…] Customer vs. Client | taktik(z) prefers customer → Structural Mechanics - taktik(z) Wiki | proven engineering […]
I tend to agree with Aaron, but this brings up a good point. We don’t have a word that is specific to the consultative-type of relationship, where advice, recommendations, and valued services are delivered over time. The word “customer” does not exclude the strict exchange of money for a product, and most consultants would like to distance themselves from that type of transactional attitude.
John - I have found that it’s a tad easier to change perception of an idea than it is to change someone’s perception of a word, especially on a 1:1 basis.
Ideas stimulate more parts of the imagination and you can get people excited about them. Not so much for words.
I actually have very little trouble convincing clients of the importance of a blog, but I have never once been able to get anyone ever to change how they felt about a word.
It’s as if words are tied to our emotions and produce images and triggers that people simply react to, whereas ideas are easily molded with the right attitude and information.
Kelly - I couldn’t agree more. I’m not particularly a fan of either, but with the available options I see one as being clearly better.
Some options could include Patrons, Exchangees, Consulted (or Consultees), Conferred (or Conferrers), Advised, Accorder, Partners, and my favorite of this group, Associates (though it reminds me more of an employee than a client).
You can even try words that pertain to your business name, like Ally would for Prevail.
Obviously blogging for businesses has caught on, but I wish you luck and endurance if you try to change the masses’ perception of one of the above words into one synonymous with client/customer.
Each is “close”, but also arouse images of at least one other word you’d have to overtake in every single reader’s mind.
P.S. John do you really think it’s a bad thing for your clients to perceive you as smarter than them or as an expert in the chosen field they have SOUGHT you out for? Seems to me they’d feel most comfortable describing you as an expert to others than as an equal. Why wouldn’t they just do it themselves.
I’m not even a client of yours and I’m more than happy to rank you as an expert. You’ve earned it.
I have gone past customer and cliets and have gone to friends who buy things from.
Friendship is a relationship that is based on trust. Customers does not have that person touch to it yet.
I don’t mind losing a customer but it breaks my heart to lose a friend.
I would define client as one who receives unique services, products or advice. Two individual seeking service from an accountant is likely to receive different specific advice.
A customer is one who can get the same identical product from many different sources.
This is a key point that I make in my PRIDE Model of Customer Service training program.
Semantics and perceptions can vary among people, dependent upon their background and circumstances. Word choices then, can become critically important. I enjoyed your word study and the details you provided John.
To me, the word “client” invokes thoughts of an ongoing, beneficial relationship where the emphasis is more on services provided.
The word “customer,” also one of my favorites, is usually associated with the repeated sales of tangible goods.
One thing is for certain; we all want many of each!
This is a great discussion… I’ve never like the term “client” or “customer”, especially. They bring in too much of a “one-up, one-down” dynamic for my taste.
My personal favorite is the term “patron”, because it implies that the person is a supporter of ours, and we then champion their cause to help them in whatever way we can.
My $.02.
[…] Jantsch, over on the Duct Tape Marketing Blog, writes about the choice between “customer” and “client”: The idea for this post actually goes to Ridgely Evers, founder of NetBooks. In a brief discussion […]
Not sure how I missed this when it was posted but I blogged about this topic last June.
http://www.trumpuniversity.com/blogs/marketingmaestro/index.cfm?blogpost_id=1118
We decided to go with client.