Trying to address a business domain where we are making software that will be used by our customers to give access to their assets to their customers.

What is a good name for these entities?

Is client a good name? But it's the same as customer?

  • 6
    As it's software 'end users' is prbably appropriate.
    – BoldBen
    Jun 13, 2019 at 21:27
  • It sounds like the end user gets access to their assets through the cloud. Therefore you could also say site visitors. Jun 14, 2019 at 3:00
  • 2
    I strongly support end user in this case. But second level is also used in some contexts like this. You can have second-level managers (your boss's boss), so I imagine you could also have second-level customers. Jun 14, 2019 at 7:25
  • It depends on point of view: if you're talking to your customers you could say "you and your customers", but talking to you it's "your customers and your customers' customers." This makes it hard to give a specific answer unless the situation is more specific (e.g. the three-level division between wholesalers, retailers, and private/individual/domestic customers).
    – Stuart F
    14 hours ago

3 Answers 3


end user

the person or organization that uses something rather than an organization that trades in it:


...was the first thing I thought when I saw the Q, and as it turns out it was suggested in Jason Bassford's and BoldBen's comments below the OP.


There isn't such a word, but clientele can be used more gracefully in combination ("customer's clientele") than saying "customer's customer." It's one way to solve the problem.

clientele noun
customers or clients collectively
TFD Online

  • Clientele doesn’t carry the sense the OP wants, of “customer’s customer”.
    – Lawrence
    Jun 14, 2019 at 0:00
  • 1
    @Lawrence: There isn't such a word, but clientele can be used more gracefully in combination ("customer's clientele") than saying "customer's customer." It's one way to solve the problem.
    – Robusto
    Jun 14, 2019 at 1:31
  • 1
    I guess the comment explains your answer. Why don't you put that in the answer? Jun 14, 2019 at 3:01
  • Yes used customer's client company and customer's client user. thank you
    – tgkprog
    Jun 14, 2019 at 17:38

Grand-customer. It's like a grand-child, but it's not a child, it's a customer...

Your own customers are your direct Descendents.

Your customer's customers are their direct descendents, but it makes them one generation removed from you, thus grand-customers.

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  • This is clever but I don't think the meaning is obvious without explanation - "grand" has too many other meanings and uses.
    – Stuart F
    14 hours ago

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