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The term “customer‑user” refers to an individual who simultaneously occupies the roles of purchaser and actual operator of a product or service. In many industries the person who pays for a solution is not the same person who uses it; the customer‑user concept highlights situations where these responsibilities overlap, such as in small‑business software, consumer electronics, and subscription‑based services. Recognizing the customer‑user is important for product development, marketing, and support strategies, as it aligns purchasing motivations with usability needs.

In market research, distinguishing between pure customers, pure users, and customer‑users helps firms tailor messaging and feature prioritisation. For example, a family buying a home‑security system may be the paying customer, while each family member who arms or disarms the system is a user; the primary decision‑maker who also interacts with the device exemplifies a customer‑user. This dual perspective often influences product design choices, ensuring that the interface is both affordable and intuitive for the same individual.

In software development, the customer‑user model is frequently incorporated into user‑experience (UX) studies, where feedback loops capture both the financial justification for acquisition and the practical workflow of daily use. By addressing the combined expectations of cost‑effectiveness, functionality, and ease of use, organizations can improve adoption rates, reduce churn, and enhance overall satisfaction among their customer‑user base.