Skip to main content

Customers Are People ... The Human Touch

Customers Are People ... The Human Touch

John McKean

ISBN: 978-0-470-84889-0 December 2002 324 Pages


Out of stock



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 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)