You may want to substitute the word “member” or “citizen” for the word “customer.”

Don’t Let the Language

Stop You Do you work in the public sector or for a non-profit organization?

You may want to substitute the word “member” or “citizen” for the word  “customer.” And if you rely on tax revenue, donations, or grants for your operating capital, you may want

to use words like “ patronage” or “support” instead of  “sales.” The point is still the same: you must add value to the individuals and organiza- tions that use your services, buy your products, support you financially.

excerpt from the book "CUSTOMER RELATIONSHIP MANAGEMENT