The word “client” is banded around all too often, and has negative connotations. I used to call them “customers”, then a colleague got me onto “client” (in a South African accent).

I have always dealt with customers or clients in all my jobs (many of which were not design-related). I always tried to maintain a good relationship with them and many became friends that I could joke with. Calling some of these people “Clients” or “Customers” eventually became a little strange, as I thought of them in a more positive light than their name suggested.

“Oh No! Another customer!”

At the end of the day, we collaborate and help each other get what we want. In a shop for example, a customer wants to buy and a shopkeeper wants to sell. So this bond of collaboration helps both parties.

Shifting your mentality to assume that these people are not clients or customers, but people who want to work with you towards a common goal is key to bettering a relationship with a customer.

Here are some ideas with positive connotations:

• Buddy
• Collaborator
• Me Old’ China
• Comrade
• Chum
• Companion

Whatever you decide to call your customer, remember they are human; just like you are! Your relationship will prosper.