Dive summary: 

• CEO of ad agency 72andSunny, John Boiler, describes how wiping out the word "client" at his agency improved relationships and overall morale.
• Using the word "client," instead of referring to each with their own name, creates a distance that makes it easier to criticize and resent the professional relationship.
• Removing the word "client" helps clear negativity and promote open positive communication.

From the article: 

"The first reason is fairly obvious. By referring to people by their names, you tend to think of them more as the people that they are as opposed to cogs in some machine.

When thinking about all of the times the word "client" comes up, you'll find it's often found in conjunction with a complaint (while, compliments are usually doled out by, and to, individuals). When that late-night request comes in, it's not a person who has real pressure and worries of their own, it's a "client" who just won't leave you alone. By removing the label, we have found it easier to empathize with our partners and their situations."