Customer Service Strategy Number One in "The Amazement Revolution" is about providing a membership experience for your customers. While you don't have to call them members, you can treat them in such a way that they feel like more than "just another customer." That said, as you start to think of how you can treat your customer more like a member, consider a change in the labels you use to describe them, both internally and externally.
Some businesses, such as a local gym, choose to refer to their customers as members. Again, you don't have to. You don't even have to call them customers. Restaurants and hotels call their customers... guests. Service firms call their customers... clients. Hospitals call their customers... patients. You get the idea.
In the end, it doesn't matter what you call your customer. It's how you treat them - with respect, dignity and as if they are "members" of a special group or place.