That's a fair point. What would be the correct term? A user of a website or a customer of sufficiently-large business not dealing with only one single human bei

That's a fair point. What would be the correct term? A user of a website or a customer of sufficiently-large business not dealing with only one single human being, but a multitude of them behind a few human and computer agents. The user or customer could judge the system or organization's decision-making ability based on the difference between the expected and actual outcome with respect to the "humanness" the outcome.