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.
Customers Are People ... The Human Touch
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Book Description
Editorial Reviews
Review
"…very useful for those who have anything to do with customers and clients…" (Business Plus, February 2003)
"…this book makes important points well…in my view this book does provide food for thought…" (Managing Information, June 2003)
"…This book has simple ideas that marketers would do well to heed, written, for once in plain English…" ( Marketing Is Everything Vol. 01,No. 02, 2003)
“…He [McKean] offers some insightful examples of good and bad practice…” (Marketing, 8 January 2004)
From the Inside Flap
Customers are people first and foremost, just as we are all customers.
How do we choose a product? And how do we choose from whom to buy?
We look for the best product at the right price and, when faced with a choice between similar products and prices, we choose the company who treats us best.
In competitive markets 70 % of customer decision making is based on how we are treated, with only 30 % being determined by the product itself. Yet surprisingly, only 10 % of company resources are invested in how "humanly" the organization interacts with its customers.
Customer initiatives often appear to focus on treatment differentiation under the premise of "relationships". However, they tend to concentrate on better marketing techniques rather than the primary driver of long-term sales growth a companys "human touch". Most importantly, the truth is, customers do not want what the word "relationship" implies - closeness, intimacy and shared privacy. Customers simply want to buy the product that best suits them and to be treated as human beings in the process.
Without the anchor of treating customers as people, business continues to be caught up in an endless cycle of unprofitable product, price manipulation and the corresponding cycle of fleeting loyalties. Ironically, treating customers as human beings is something that has always been second nature to the worlds best sales people, marketers and service professionals.
Based on research involving the worlds top "human touch" practitioners, John McKean has created a practical guide to help you understand the "art" of the human touch and to implement it as a consistent and profitable "science" across your entire business.
How do we choose a product? And how do we choose from whom to buy?
We look for the best product at the right price and, when faced with a choice between similar products and prices, we choose the company who treats us best.
In competitive markets 70 % of customer decision making is based on how we are treated, with only 30 % being determined by the product itself. Yet surprisingly, only 10 % of company resources are invested in how "humanly" the organization interacts with its customers.
Customer initiatives often appear to focus on treatment differentiation under the premise of "relationships". However, they tend to concentrate on better marketing techniques rather than the primary driver of long-term sales growth a companys "human touch". Most importantly, the truth is, customers do not want what the word "relationship" implies - closeness, intimacy and shared privacy. Customers simply want to buy the product that best suits them and to be treated as human beings in the process.
Without the anchor of treating customers as people, business continues to be caught up in an endless cycle of unprofitable product, price manipulation and the corresponding cycle of fleeting loyalties. Ironically, treating customers as human beings is something that has always been second nature to the worlds best sales people, marketers and service professionals.
Based on research involving the worlds top "human touch" practitioners, John McKean has created a practical guide to help you understand the "art" of the human touch and to implement it as a consistent and profitable "science" across your entire business.
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Inside This Book
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First Sentence:
CUSTOMERS WANT THE BEST PRODUCT AT THE BEST PRICE FOR THEM and want to be treated well in the process of buying and owning that product. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
employee promise, executive champion, genuine caring, service initiatives, human caring Key Phrases - Capitalized Phrases (CAPs): (learn more)
Land Rover, Pastor Rick, Dorothy Lane, John Higgins, Blue Ribbon, Ray Kordupleski, Four Seasons, Kern Video, New York, Application Summary, Sam Walton, United States, Aggravating Circumstances, Horst Schulze, Public Agenda, Los Alamos National Bank, Say Please, Putnam's Sons, The Respect We Owe One Another, Jane Manfre of Tudor Day Spa, Wall Street, Norm Kern, One Wal-Mart, Wendy Eggleton New!
Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
CUSTOMERS WANT THE BEST PRODUCT AT THE BEST PRICE FOR THEM and want to be treated well in the process of buying and owning that product. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
employee promise, executive champion, genuine caring, service initiatives, human caring Key Phrases - Capitalized Phrases (CAPs): (learn more)
Land Rover, Pastor Rick, Dorothy Lane, John Higgins, Blue Ribbon, Ray Kordupleski, Four Seasons, Kern Video, New York, Application Summary, Sam Walton, United States, Aggravating Circumstances, Horst Schulze, Public Agenda, Los Alamos National Bank, Say Please, Putnam's Sons, The Respect We Owe One Another, Jane Manfre of Tudor Day Spa, Wall Street, Norm Kern, One Wal-Mart, Wendy Eggleton New!
Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 7
books:
See all 7 books this book cites
2
books
cite this book:
- Say Please, Say Thank You: The Respect We Owe One Another by Donald W. McCullough on 4 pages
- Looking Out, Looking In (with CD-ROM and InfoTrac) (Wadsworth Series in Communication Studies) by Ronald B. Adler on page 144, and page 166
- Say Please (Golden Naptime Tales) by Golden Books on page 97
- Encounters with the Self by Don E. Hamachek on page 15
- Regular Economic Cycles by Ravi Batra on page 83
See all 7 books this book cites
- SPARK: Be More Innovative Through Co-Creation by John Winsor on page 251
- Handbook of CRM: Achieving Excellence through Customer Management by Adrian Payne in Back Matter
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