John McKean
ISBN: 0-470-84889-8
Cloth
324 pages
October 2002

Customer research has shown that 70% of what a customer remembers is how human their interaction was when they last bought a particular product, yet only 20% or less of a business's resources are directed toward the human touch - focused to fulfilling the human customer. John McKean offers a highly practical guide to getting more from your customer relationship initiatives, helping you to join the estimated 5% of the world's firms that are currently getting it right. The magic of this book is that although both businesses and consumers know the importance of the human touch in business/consumer relationships, this subject has not previously been rigorously addressed in a practical way with quantitative proof and world-class examples. McKean addresses this seemingly qualitative touchy-feely subject with a range of solutions supported by hard-hitting examples from industry leaders around the world. The solutions range from basic revitalization of everyday civility and human kindness to sophisticated relationship technology and web approaches. A must for businesses who want to survive and suceed in the age of the customer.