Susan Abbott of Customer Experience Crossroads says:
"When I first started in the marketing research biz, a friend and mentor told me I needed to fix my language, and start referring to the target of research activities as "consumers". I'd been marking myself as a neophyte among all the advertising and packaged goods people by calling these folks "customers".
Beyond Wall Street says:
"The customer is the individual who purchases the product. The consumer is the individual who actually uses the product."
Maria Niles of ConsumerPop says:
"I have worked for several Consumer Packaged Goods (CPG) companies. I don't know about other manufacturing worlds, but in this one, the distinction between consumers and customers is quite clear. Customers buy the products you make from you and consumers buy the products from the customers and use the products. Thus, retailers are your customers and the people who hopefully will love and embrace your products with passionate fervor are your consumers."
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