In place of 'clients', which phrase is recommended?

Using the phrase "people we serve" emphasizes the relationship between the service provider and those receiving the service. This phrase conveys a sense of care, respect, and service orientation, which is essential in fields like pest control where trust and customer service matter significantly. By referring to clients as "people we serve," it highlights a commitment to addressing their needs and ensuring their satisfaction, fostering a sense of community and partnership.

In contrast, terms like "customers," "users," and "buyers" can come across as more transactional and less personal, potentially undermining the relational aspect of the service provided. Choosing a phrase that focuses on service creates a more positive and supportive dialogue and enhances the overall customer experience.