“We are a professional services company — professional services companies have clients.”

That was the view of one of my former CEOs, Alun Rogers. And for years, I’ve followed suit. Coming from a consulting background, I’ve always used client as the default. It suggests a professional, ongoing relationship. It hints at trust, expertise, partnership — even a touch of formality.

But lately, there’s been a shift. In my current role, the language is changing. After a period of trying to standardise on client, we’re now seeing customer creeping back in — and it looks like customer might win.

What’s in a word?

At first glance, it might seem like semantics. But words shape perception. And in a world of digital transformation, evolving business models, and hybrid service offerings, choosing between client and customer says something about who we are — and how we see those we serve.

Client carries with it a certain professional distance. Lawyers have clients. Consultants have clients. Agencies have clients. There’s an implication of long-term engagement and a service that’s often tailored or advisory.

Customer, on the other hand, feels more transactional — but also more accessible. It’s friendlier. More familiar. Retailers have customers. SaaS platforms have customers. Even the coffee shop down the road has customers (and maybe a loyalty card to keep them coming back).

Are we transactional or relational?

In truth, many of us operate in the blurred space between the two. We want to build trusted, long-term relationships — but we also offer repeatable, scalable services. The classic consultancy model is shifting. Clients are becoming subscribers. Services are being productised. The lines are blurring.

So maybe this isn’t just a linguistic debate. Maybe it reflects something deeper — how we define what we do.

Clients have customers too

Another reason client has felt natural to me is that, in many cases, our clients have customers of their own. We work with them to help improve the service they offer to their customers. It’s a reminder that, in B2B engagements, we’re often one step removed from the end user — but still invested in their success.

Friendlier language in a customer-centric world

That said, there’s a strong case for friendlier language. As organisations focus more on customer experience and ease of communication, customer might simply land better. It feels more inclusive, more human. And if we’re aiming to be more approachable, then customer might be the right fit — even in a professional services setting.

Just don’t expect me to stop saying client overnight.

Featured image: created by ChatGPT