Published in Crain’s Cleveland Business December 1, 2018 What do you call your customer? Ever wonder why Disney calls them “guests,” Costco calls them “members” and Ritz-Carlton calls them “ladies and gentlemen”? It’s not by accident or a casual decision. Most businesspeople know to use the same logo on every ad and marketing piece. Why should language be any different? Many companies fall short on keeping their words and messaging consistent when describing the experiences…