How do you call your customer?

Consumer companies refer to retailers as direct customers. I think this may create a mindset where satisfying the intermediary matters most. B2B companies refer to accounts.  Though account is synonym of client, it also means: “a record of debit and credit entries”. Account is misleading too, as it figures a relationship mainly made of formal business arrangements.

Boss. Why not calling your customer boss. You can call me boss manager, then.