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By Kelly Fuson, MBA in Global Management 2011
An interesting debate arose during a meeting today at the office about the appropriate use of customer as compared to consumer. I hadn’t really thought about it before. I suppose it’s one of those things you choose based on what sounds right, like most things in the english language. So I’m opening this up for a public debate to set the record straight.
To provide some context to the situation, I’ll add that the discussion was in reference to a client whose business is both B2B and B2C. Does that even make a difference?
When I took a second to think about it, I decided that I tend to use consumer when referring to the end-user — the one who will be “consuming” the product/service. So when I use customer I am referring to someone who is purchasing the product/service but not necessarily “consuming” it (for example, a manufacturer purchases raw materials to make a finished product and then sells that to retailers who then sell it to me — who in that scenario would be a consumer and who would be a customer?).
Are they interchangeable? You tell me. I’d like to know.
A view of the Helen Hunt Falls just outside Colorado Springs
June 22nd, 2010 at 9:36 am
Wow, you are thinking ahead of the curve! The distinction will become more of an issue when the Feds institute value added tax and all customers pay tax, not just the consumer.
June 23rd, 2010 at 7:07 pm
I think in some ways they are interchangeable, however; if my friend buys a pizza, he is the customer, if I eat it, I’m the consumer. This is exactly like the scenario you stated, therefore, I don’t think they’re technically interchangeable terms. As well, you can be a consumer (consuming knowledge, social media, advertising) without actually being a customer.
Interesting food for thought!