People have different modes, such as residents, customers, patients etc.
Applying more context around who will be using whatever that it is being built, does feed into tailoring a better product. I worked on a community related project and found that referring to users as 'Residents', 'locals' or even 'Urbanites' helped to further blur the lines between online and offline, which is important to achieving a good experience that reaches beyond the web and mobile. If residents are using your product throughout different online and offline touch points, then it clearly transcends beyond user behaviour and is better reflected as the mode that people are harmoniously in, in this case resident behaviour.
Both Nordstrom and Pinterest refer to their users as Customers, working together they have placed branded 'P' tags instore on high heel shoes that have been trending online with the most pins. This is a product which recognises people have different modes and in this particular instance the mode is being a customer.