"Consider The Context"

 

There are lots of ways to show our users that we care: Tell them the truth. Be clear. Show them how our company can be part of their stories instead of telling stories about our company. Think about their feelings when we write. And instead of focusing on blanket terms to define the people who choose us over our competitors, consider the context.

(source: Forbes, User Vs. Customer: Does It Matter?)

 

As someone who has grown up as a ", Jr.", I can appreciate this debate.

I'm in agreement that the service provided to users / customers / clients / partners is what really matters. Maybe agree and use a term (or terms) internally. Externally, refer to your users / customers / clients / partners as individuals who are building a relationship with you.