What Customers Really Want: Bridging the Gap Between What Your Company Offers and What Your Clients Crave »

Business executive Scott McKain addresses the biggest obstacle to revenue for businesses in the twenty-first century-the disconnect between what customers seek and what organizations deliver. Drawing from his experience as Vice Chairman of a $100 million organization, McKain reveals how to provide a superior client experience and maintain customer loyalty.

Contents

Introduction: The Fundamental Disconnect....................vii
1. The First Disconnection....................1
What Customers REALLY Want: Compelling Experience What Business Supplies: Customer Service 2. The Second Disconnection....................33
What Customers REALLY Want: Personal Focus What Business Supplies: Product Focus 3. The Third Disconnection....................59
What Customers REALLY Want: Reciprocal Loyalty What Business Supplies: Endless Prospecting 4. The Fourth Disconnection....................97
What Customers REALLY Want: Differentiation What Business Offers: Sameness 5. The Fifth Disconnection....................133
What Customers REALLY Want: Coordination What Business Offers: Confusion 6. The Sixth Disconnection....................159
What Customers REALLY Want: Innovation What Business Offers: Status Quo 7. Conclusion: The Culture of the Customer....................183
Notes....................189
About the Author....................193
Acknowledgments....................195