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End-User vs Customer

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An end-user is a person who uses a product or service.
A customer is the entity that purchases a product or service from the perspective of the seller.

End-User vs Customer

In many cases, the end-user and customer are the same. For example, a retailer typically sells directly to end-users. This allows the retailer to manage the customer experience to provide value-added services such as a friendly return policy.
The difference between end-user and customer occurs for firms that sell to an intermediary such as a wholesaler, retailer, ecommerce seller or value-added reseller. For example, an electronics manufacturer may sell to thousands of retailers who go on to sell the product to millions of end-users. Such a manufacturer may have no direct relationship with end-users and view retailers as the customer.
When the customer isn't the end-user firms may lack control over end-to-end customer experience. For example, an end-user may have a poor experience with a product due to the customer service or operational practices of a reseller.
End-User vs Customer
The person who uses a product or service.
The entity that purchases a product or service from the perspective of the seller.

Customer Experience

This is the complete list of articles we have written about customer experience.
Bliss Point
Brand Awareness
Choice Architecture
Critical To Customer
Brand Legacy
Customer Advocacy
Brand Loyalty
Customer Interactions
Customer Issues
Customer Journey
Cost Of Poor Quality
Customer Motivation
Customer Perceptions
Curiosity Drive
Customer Success
Customer Wants
Customer Convenience
Customer Expectations
Design To The Edges
Customer Is Always Right
Engagement Data
Experience Age
Experience Economy
Journey Map
Experience Goods
Lifetime Value
Feature Fatigue
Customer Marketing
High Touch
Lead Users
Customer Preferences
Customer Relationships
Customer Satisfaction
Moment Of Truth
Customer Service
Nudge Theory
Service Principles
Peak Experiences
Customer Value
Service Experience
Service Quality
Experience Quality
Experience Sampling
User Intent
Fit For Purpose
Internal Branding
Perceived Value
Product Design
Product Differentiation
Types Of Quality
More ...
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