Why It's Better to Call Your Customers "Customers" vs. "Users"
In the world of business and digital products, terminology plays a significant role in shaping both your brand's identity and your relationship with the people who interact with your product or service. One of the most debated terms in this regard is the difference between calling people "customers" versus "users."
While both terms are commonly used, calling your audience "customers" instead of "users" can have several key advantages, not just in how your business communicates with them, but in how you view and treat them. Let’s explore why "customers" is a better term than "users" and how it can positively impact your business.
1. Customers Are Paying for Value
When you refer to people as "customers," it acknowledges the transactional nature of the relationship. Customers are people who pay for a product or service, whether it’s through a one-time purchase or a subscription model. This distinction is essential because it focuses on the value exchange that is at the heart of most business models.
On the other hand, "users" implies a more passive interaction. It’s often associated with free products or services where the primary currency is not money, but perhaps data, attention, or engagement. While that’s true for many products, calling someone a "user" doesn’t immediately signal that there is a business relationship rooted in value exchange. Using "customers" communicates that your audience is investing in something of value and that they are critical to the success of your business.
2. Focus on Satisfaction Over Engagement
When companies use the term "users," it can sometimes reinforce a mentality that prioritizes engagement metrics and product usage over customer satisfaction. This can inadvertently cause businesses to focus more on how often people interact with a product instead of ensuring those interactions lead to meaningful, positive outcomes.
"Customer" shifts the focus toward building long-term relationships and delivering real value. It inherently carries an expectation of quality and service, as customers expect their needs to be met. When businesses frame their audience as customers, they are more likely to invest in customer support, user experience improvements, and overall satisfaction—key drivers of loyalty and retention.
3. Building Stronger Relationships
Using "customers" fosters a deeper emotional connection. People tend to see themselves as customers when they make a purchase, sign up for a service, or engage in an ongoing business relationship. The term encourages businesses to think about their audience as partners in the journey, rather than as passive participants.
A "user," on the other hand, can feel distant and transactional. In many cases, it doesn't elicit the same level of personal connection. A customer is someone who actively chooses to buy from you, someone whose preferences and satisfaction should be a top priority. Building relationships with customers means understanding their needs, solving their problems, and treating them with respect.
4. Increased Customer Loyalty
The language you use can have a profound impact on customer loyalty. Referring to people as customers helps instill a sense of ownership and responsibility for their satisfaction. This mindset can translate into better customer service, more proactive outreach, and stronger efforts to go above and beyond in delivering value.
When customers feel valued and respected, they’re more likely to stay loyal, spread the word about your product, and return again and again. In contrast, referring to someone simply as a "user" may inadvertently diminish their sense of importance in the relationship. By positioning them as customers, you recognize their contribution to your business’s success and encourage their continued engagement.
5. Creates a Customer-Centric Culture
Language plays a significant role in shaping organizational culture. By referring to people as "customers," you are promoting a mindset where every team member—from product development to marketing to customer support—aligns around the idea of providing value and exceptional service.
In contrast, referring to people as "users" may reinforce a more product-centric culture, where the focus is purely on metrics and features. While a product-centric focus has its place, especially in tech companies, it’s important to remember that without satisfied customers, the product won’t thrive in the market.
6. Avoids Negative Connotations
In some contexts, calling someone a "user" can come across as impersonal or even dehumanizing. While "user" might seem neutral, it can also suggest that people are only valuable to you in terms of the way they interact with your product or platform, rather than for who they are as individuals.
The term "user" is also sometimes associated with less positive or more transactional connotations—particularly in industries where the product or service is free, or where user data is the primary revenue model. "Customers," however, immediately communicates respect and recognition. It conveys that the person is being treated as a valuable entity in a mutually beneficial relationship.
7. It's Timeless and Versatile
Lastly, the term "customer" is timeless and applicable to almost any business or industry. Whether you run a SaaS company, a retail business, or a restaurant, calling people "customers" is a universal term that works across the board. It’s a simple, classic way to describe the individuals who contribute to your business’s success.
In contrast, "user" is more commonly associated with digital products, especially apps, websites, and software platforms. As businesses diversify their offerings, relying solely on "user" may limit the scope of who you're addressing.
Conclusion
In the end, calling people "customers" rather than "users" offers several tangible benefits. It communicates that you recognize the transactional relationship, shifts the focus from engagement to satisfaction, fosters stronger relationships, and builds a more customer-centric culture. It’s a reminder that at the heart of every business are real people who are choosing to invest their time, money, and trust in your product or service.
So, the next time you refer to your audience, ask yourself: Are you treating them as users of your product, or as valuable customers who have chosen to engage with your brand? The language you use matters, and choosing "customers" helps you cultivate loyalty, trust, and success.