I can tell if someone is being friendly, or patronising, whether they use Madam, Love or any other form of address, and will react accordingly. The actual word used doesn’t bother me at all. I did notice, when I was briefly using a wheelchair, that many shop assistants ignored me and spoke to my ‘pusher’as though my brain had stopped working, along with my legs.
In my local hospital, unlike some that have been mentioned, the staff always ask if they may use your Christian name. In-patients have a note of how they wish to be addressed written over their beds. It’s a good respectful system.