Customers are People - The Human Touch
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More About This Title Customers are People - The Human Touch


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.


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.




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.



"…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)