Summary: What Customers Really Want: Review and Analysis of McKain's Book

This complete summary of the ideas from Scott McKain's book "What Customers Really Want" shows that there is a fundamental disconnection between what customers really want and what businesses currently offer. Customers want a personal connection with the people and the organisations they do business with so that the outcome is a compelling experience rather than a mere transaction. In his book, the author explores six major areas in which this business-to-consumer disconnection frequently occurs and how you can bridge the gap. This summary is a must-read for any business owner who wants to ensure that customers form a connection with the company and come back again and again.

Added-value of this summary:
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To learn more, read "What Customers Really Want" and discover the key to connecting with your customers and providing a great customer experience.