Customer Reviews

What Customers Really Want : How to Bridge the Gap Between What Your Organization Offers and What Your Clients Crave

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Our training company has presented 2-day programs on customer service for 25 years--so I'm very familiar with most of the books out there on this subject. McKain's book stands out for three key reasons: 1) The slant or focus of the book is fresh--it focuses on customer experience, not customer service (read that "customer processing." 2) It has a helpful, extensive Executive Summary at the end of each chapter. Not your typical 2-paragraph ending, but a 3-page summary with the guts of the chapters netted out for a quick skim. 3) The "Bridge Building" section at the end of each chapter contains a long list of actionable items--perfect for developing training modules and saying to your customer service or call center manager: "Go thou and do likewise." In short, it's an engaging, impressive book.

Just got done reading this book, and have already recommended it to my mastermind group of CEO's. It's filled with ideas about bridging the gap between what most organizations deliver to their customers and what those customers really desire in today's marketplace. I then visited his website at [...] and we are considering him for our next Business Growth Summit Event. I liked this book because it was a quick read and each chapter contained an executive summary with specific action steps that we could apply immediately to improve our results. My favorite idea was How to Create a Continuous, Compelling Advantage for my organization. It's moved us to examine where our true competitive points of differentiation are from the customer's prospective.

This book does an excellent job of pointing out the common misconceptions businesses have about what they think their customers want compared to what they really need. I don't know that I would say it is a wake-up call to all business owners and/or professionals (certainly it is for some), but it is definitely a much needed reminder to constantly evaluate what we are really doing and to make the necessary changes to meet the needs of our customers.

If you thought Customer Satisfaction was enough to ensure a thriving business, you would be dead wrong! Get this book and see what Customers REALLY want.

Great ideas, straight forward information, easy to implement advice.

This was a great book! My boss liked it so much he ordered one for each of our main managers and had them read it. Excellent job!

Scott, you have done it again. Every time I read on of your books there is a new perspective on a subject.

My customers will be better off because we have read your book on what clients crave.

There are Three reasons to read your book...
It has a new perspective.
Customers satisfaction is the key to revenue increase.
You offer really usable suggestions.

Much is written about customers and customer service; little is new. If you're looking for new ideas and/or a new take on customers and how to better serve them, I recommend this book.

I was fortunate enough to read the manuscript of this book before it was published and yes, I gave an endorsement that appears on the dust jacket. Of course you'd only know what I said if you actually bought the book.

In short, Scott McKain is an experienced businessperson and speaker/consultant. As such, he is also an excellent communicator. What that means to you is that you'll get the benefit of his insights written in an easy-to-read and easier-to-implement book.

In the interest of full-disclosure: Scott is a friend and colleague. But I'd recommend this book if I didn't know him from a box of rocks. It is a terrific book.

Scott McKain showed us how All Business is Show Business in his previous book. Now, after much research and months of work with a variety of organizations nationwide, he brings us insight into What Customers Really Want. This is the core of what drives purchases. When you learn what is wanted, selling is almost automatic! Follow this easy to read guide to find the abundant sales that are waiting for you.

If you're not serving the customer, you better be serving someone who is. This book makes it easy to listen to what customers are demanding. I thought I knew, but this book made me listen anew and think anew about what I have to do to serve my customers today. It opened windows to opportunties we are already working on. Don't just read this; pass this book around to every person on your team!

Scott McKain can help your business increase customer loyalty and profitability. In his first book, All Business Is Show Business, he showed us how to "WOW" customers by creating compelling customer experiences.

In his newest book, What the Customer Really Wants, he shows us how to create true value for our products and services by seeing things through the eyes of our customers so we can give them what they need and want, not just what we want to offer them. This is targeted marketing at its finest.

Additionally, Scott McKain's books are a very enjoyable read!