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 Mc Kean 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.
Содержание
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.
Об авторе
John Mc Kean 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 Mc Keans 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.
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