CONTENTS FEATURE: Do you serve customers, clients--or ratepayers? GRAMMAR COACH: Fielding your questions FINDER'S FEE: Recommend a friend—and earn up to $500 FEATURE: Do you serve customers, clients, constituents—or ratepayers?      During the past several months, two electrical utility organizations have been battling for the votes of residents and business owners in three Northern California counties. Voters in the Nov. 7 general election will determine whether or not the Sacramento Municipal Utility District (SMUD) should be allowed to expand its service area into much of Yolo County, which now receives electrical power from Pacific Gas & Electric Co. (PG&E).      Both utility companies have spent millions of dollars trying to win the approval of voters in Yolo County, as well as within SMUD's existing territories in Sacramento and Placer counties. A term that PG&E and SMUD stubbornly and carelessly used throughout the campaign may have left some voters skeptical, however, about their motivations.      Their recurrent references to voters as "ratepayers" made their claims professing interest in the welfare of residents and business owners seem disingenuous. Use of the term "ratepayer" indicates that these utility companies view residents and business owners not as patrons of their services, but rather merely as sources of revenue.      Of course, many people who work for SMUD and PG&E may truly be interested in serving their customers well, but the habitual references to them as "ratepayers" suggests otherwise.      The term "ratepayer" hearkens back to the days when power utilities traditionally were monopolies that charged for electricity at rates authorized by government agencies. Even though the term has lost its relevance in this modern era of deregulation, energy companies persist in using it. In Britain, the term "ratepayer" is synonymous with "taxpayer." Britons as well as American taxpayers are accustomed to funding mandated government services from which they may not necessarily benefit. That's the nature of taxation.      In contrast, electrical power generation is a commodity, for which residents and business owners pay fees based upon the amount of energy they consume. It's purely an exchange of services for fees, and energy companies should refer to consumers accordingly.      Alternative terms are numerous. They include "customer," "patron," "consumer," "client" and other references to people who purchase goods or services. Those terms are not necessarily interchangeable, however; each has specific connotations.      Some terms are specific to certain types of activity. "Renter," "tenant," "leaseholder," "inhabitant" and "lessee" all apply to transactions between occupants and owners of real estate properties. "Guest," "visitor" and "lodger" are terms used in the restaurant, hospitality and theme park industries. Airlines, rail companies and bus system operators refer to customers as "passengers." Direct-mail marketers rely on the terms "owner" and "occupant" to address prospects—itself another term for potential customers. Organizations cater to their "members." Dental and medical offices serve "patients." Politicians refer to their "constituents."      What do you call the people who approach your organization for goods or services? Here are some commonly used terms, and their implications. Buyer: A business that uses this term may appear less interested in serving customers than in separating them from their money. Yes, businesses must be profitable to survive, but those that view prospects merely as spenders may struggle to retain them as customers. Client: This term is most commonly used in reference to consumers of services, such as those performed by lawyers, accountants, business consultants and social services agencies. The word "client" has origins in French and Latin words meaning "dependent" or "follower." Although the connotation of dependency may appeal to business consultants, it can be seen as contradictory to the missions of social service organizations that seek to help people increase their independence. Constituent: Elected officials often use the term "constituent" in reference to residents or property owners within their districts. In that context, a constituent is a person who authorizes someone else—an elected official—to act in his or her behalf. But that's not the primary meaning of the word. Foremost, "constituent" means "component" or "element." A grain of sand is a constituent of a beach. Voters who understand the etymological basis of the term are unlikely to be flattered by a politician who refers to them as "constituents." Consumer: The noun "consumer"—which means a person who uses merchandise or ingests foods or drinks—may seem perfectly harmless to some people. Environmentalists who endorse recycling and natural resource conversation may take offense, however, about being grouped with people who practice conspicuous consumption. Customer: This is a term without any hidden meanings. A customer is nothing more than a person who buys commodities or services. Guest: Hotels and restaurants use the term "guest" to refer to a person who purchases meals or overnight accommodations, and with good reason. A guest also is a person to whom hospitality is offered. Retail stores usually do not refer to a customer as a "guest," but its implication of being welcome makes it an appealing word. Invitee: Although someone cannot be an invitee without first being invited, the word does anoint a sense of privilege. A person who shows up at your place of business in response to a phone call you made, to a postcard you sent or even to an advertisement you published is an invitee. Calling someone an invitee is a mark of distinction. Member: Stores that restrict sales to people who pay an annual fee typically refer to those people as "members." That use of the word is not quite consistent with the proper meaning, which is "a constituent part of a whole." People who compose a social group are, indeed, members. Shoppers who pay a store an annual fee so they can shop there aren't truly "members"; they're customers. Participant: A person who is involved in an activity—perhaps a race, a research study, a fund-raising event or, by extension, a sale at a store—could be called a participant. Patron: The noun "patron" can refer either to a person who buys goods or services, or to someone who supports an activity, social event, political cause or institution, such as a library or art museum. This word can be appealing in reference to a customer because it carries connotations of gentility and respect. Prospect: Although the word "prospect" does exist as a noun, its meanings have nothing to do with customers. In that sense it's really slang shorthand for the adjective "prospective," as in "prospective buyer." The legitimate noun "prospect" is a mental consideration, or a vantage point—a place that enables an expansive view. Purchaser: Synonymous with the word "buyer," plain and simple. Shopper: A shopper is a person who examines or compares merchandise for possible purchase. Subject: The noun "subject" is laden with connotations. While it is used in reference to an individual who participates in a research study, it primarily means a person who is placed under authority or control, such as that imposed by a monarch or dictator. The use of "subject," traditionally used among royalty, brings peasantry to mind. The word "participant" is far less threatening. Subscriber: In its traditional sense, the verb "subscribe" refers to a signature on a document to indicate a pledge or acceptance of terms of an agreement. Far down among the dictionary's list of meanings is the notion of arranging for recurring receipt of a publication or service. Still, that's emerged as the most common use of the term today. Customers who arrange for recurring services may enjoy being known as "subscribers," particularly when they have access to premiums or other perquisites that are not offered to unqualified customers. User: Many manufacturers and computer software developers refer to their customers as "users" or sometimes as "end users." They defend that term by claiming that the buyer and the "end user" may not necessarily be the same individual; for example, a company's purchasing agent may buy a product that another employee will use. Even so, the word "end" seems superfluous in the term "end user" because the product ultimately will be routed to one person—the user. Although installers and system administrators are vital for proper operation of many software applications, they do not necessarily use the software applications that they oversee. Since no "first users" or "middle users" exist, the term "end user" is a redundancy.      So think carefully about what you want to publicly and privately call the people who walk through the front doors of your office or business. The term you choose can say a lot, both intentionally and inadvertently, about how you regard them. GRAMMAR COACH: Fielding your questions 1. Ann R. wrote:      "I am not sure how to write this phrase using the names that end in 's,' 'ss' and 'ch.' - 'Ms. (Dinkins) class will be shopping on...' - 'Ms. (Burgess) class will be...' - 'Ms. (Welch) class will be...' - 'Ms. (Simmons) class will be...' My instinct says just add 'apostrophe s,' but I don't want to mutilate their names. Can you help me?" The grammar coach replies:      The Chicago Manual of Style and the Associated Press (AP) Stylebook offer differing recommendations regarding possessive forms of proper names ending in "s". Possessive for singular names ending in 's':      AP (which is applicable for newsletters and news releases) endorses adding only an apostrophe (thus, the possessive of Gus is Gus' and for Williams it is Williams'—regardless of the first letter of the word that follows. Example: "That is Gus' shovel and this is Dave Williams' wheelbarrow."      In contrast, the Chicago stylebook recommends addition of an apostrophe and an "s". Example: "That is Gus's shovel and this is Dave Williams's wheelbarrow."      The Chicago manual does makes exceptions specifically for Jesus, Moses and multisyllabic names that have unaccented "eez"-sounding endings. Examples: in Jesus' name Moses' leadership Euripedes' plays.      The Chicago manual leaves room for additional interpretation, adding that the second "s" may be dropped if dictated by "tradition and euphony"ăin other words, when the following word begins with a sibilant sound, as in "for righteousness' sake." Plural possessive for names ending in 's':      The AP and Chicago manuals agree that the plural possessive of proper nouns ending in "s" is formed by adding only an apostrophe to the plural form. The Chicago manual shows these examples: "The Rosses' and the Williamses' lands" and "the Joneses' reputation."      Both style guides agree that for common singular nouns or proper names that do not end in the letter s, simply add: 's (an apostrophe and an s)—"the store's entrance" or "Ruth's quilt."      So, for the examples you submitted, Associated Press would recommend: Ms. Dinkins' class will be shopping on... Ms. Burgess' class will be... Ms. Welch's class will be... Ms. Simmons' class will be...      But the Chicago Manual recommends: Ms. Dinkins's class will be shopping on... Ms. Burgess's class will be... Ms. Welch's class will be... Ms. Simmons's class will be...      Since either style for names ending in "s" is considered correct, you may want to let pronunciation be your guide. Say the names aloud, and then use the form that you're hearing. Just be sure to choose one or the other and use that style consistently. 2. William S. wrote:      "I stumbled on your Web site in a search for information on addressing elected officials. Your April 2005 newsletter was very informative (and entertaining), but unfortunately it didn't answer my question, which is about titles for those who have been elected, but aren't yet in office. Is it correct to start a letter 'Dear Governor Elect Smith'? or 'Dear Mayor Elect Jones'? Or should Smith and Jones be saluted by their current titles, including 'Dear Mr. Smith' or 'Dear Ms. Jones,' if that's as far as they rose in the official arena before their elections? I will certainly grant that the Governor Elect (or Governor-Elect) won't be so for very long, but if you will answer this question for the sport of it, I will be grateful." The grammar coach replies:      The adjectival form of the word "elect" is used to refer to someone who has won election but has not yet been installed in office. It typically is used in combination with the name of the office, to which it is joined by a hyphen (as in "Stan Dupp is the governor-elect"). The Associated Press Stylebook specifies that when used in a hyphenated combination with a capitalized title preceding a name, the word "elect" should be lowercased (as in "Dear Governor-elect Dupp").      Are you perplexed by some aspect of grammar or word usage? Don't be shy! Ask the "grammar coach" at EditPros and we'll try to help—at no charge, just for the sport of it. FINDER'S FEE: Recommend a friend—and earn a finder's fee of up to $500      Do you know of a friend or colleague whose office can benefit from EditPros services? If you do, EditPros may reward you with a "finder's fee" of up to $500.      EditPros, established in 1993, performs writing, editing, proofreading and publication management services for newsletters, brochures, Web sites, annual reports, research studies, business proposals and other informational and marketing materials. Our office is in Davis, Calif., between Sacramento and San Francisco.      Our clients include educational institutions, private corporations, health-care organizations, trade associations, scientific research institutions, Web site developers and government agencies. We have worked with some of them for more than 10 years.      If you recommend our services to a friend or business colleague, and that introduction leads to an assignment for EditPros, we will award you a "finder's fee" equaling 10 percent of the amount we earn on the first assignment for the new client, up to a maximum finder's fee of $500. 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