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Customers Are People: The Human Touch
By: John McKean
Publisher: Wiley (2002)
Pages: 324
Format: Ebook (PDF)
Description
Although 70% of the customer’s decision to buy is based on how they are treated as people, few ornganizations have recognized its importance as well as understanding how to implement the “human touch” art as a science. John McKean provides a practical guide to implementing this art as consistent, business-wide, technology-enabled science drawn form proven approaches from world-class human touch practitioners.
About the Author
John McKean is the Executive Director of the Center for Information Based Competition, which provides thought-leadership to help businesses advance their understanding of customers, both as consumers and human beings. John is frequently called on by the worlds leading businesses to inspire new levels of customer awareness and effectiveness, through fact-based insights combined with a passion for customer excellence.
John McKeans real-world customer work is balanced with the academic rigors of guest lecturing at MIT Sloan Graduate School and postgraduate work at Harvard University. He holds a BSc in Economics and a Masters degree in Business.
Table of contents
Preface.
Acknowledgements.
Customers as People.
Leading the Human Firm.
Acknowledging Customers.
Treating Customers with Respect.
Building Trust with Customers.
Communicating Humanly with Customers.
Human Torch as a Series of Interactions.
Human Torch as a Process.
Implementing Technology to Humanize (Not Dehumanize).
Conclusion – Releasing your Business’s Humanity.
Index.
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