You are right, they may relate, and thus can be easy to confuse for each other when one is being discussed. So we have to be extra careful when bringing one up

You are right, they may relate, and thus can be easy to confuse for each other when one is being discussed. So we have to be extra careful when bringing one up in a discussion about the other. In this case, though, the CEO is not accountable to customers, and the CEO does not represent customers, so not too confusing. He is accountable to the BoD (nobody else can fire him) and represents the corporation. The interests of other parties, including customers, are secondary to, and when opposed lose to, the interests of the corporation.