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Hug Your Customers: The Proven Way to Personalize Sales and Achieve Astounding Results [Hardcover]

Jack Mitchell
4.8 out of 5 stars  See all reviews (20 customer reviews)
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Book Description

June 11 2003
A master of customer service reveals his secrets for developing long-lasting business relationships and customer loyalty by making business personal.

Hug Your Customers is about customer service and how Jack Mitchell has practiced it by extending "hugs"--unexpected extras, from knowing each customers name, along with their family members and clothing preferences to handing out free coffee and newspapers on the Greenwich commuter train platform to say thanks (and by extension "Shop at Mitchells"). Mitchell looks at sales as being about something other than the product. You're not selling clothing, you're selling the relationship. That's why on Saturdays, many people come to Mitchell's just to see what's going on. In the summer, he's giving away hot dogs. Any time a regular customer walks in, the sales staff knows his name, spouse's and kids' names, clothing preferences and last purchase. Jack Mitchell is a natural story teller and his folksy, homespun style will appeal and educate.

There are several stories that Jack will tell that illustrate these kinds of hugs that exemplify outstanding customer service. Chapters include:
  • Hugging 101
  • The Three E's
  • From Three Suits to Three Thousand
  • Pick Your Game
  • The Big Secret
  • Everybody Gets It, Everybody Does It
  • Game Day
  • You Train Dogs, You Educate People
  • I Love Mistakes
  • The Power of New
  • The Formula

Frequently Bought Together

Customers buy this book with Hug Your People: The Proven Way to Hire, Inspire, and Recognize Your Employees and Achieve Remarkable Results CDN$ 15.87

Hug Your Customers: The Proven Way to Personalize Sales and Achieve Astounding Results + Hug Your People: The Proven Way to Hire, Inspire, and Recognize Your Employees and Achieve Remarkable Results
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Product Details

Product Description

From Publishers Weekly

If you work at a Fortune 500 company and live in southern Connecticut or New York's Westchester County (two of Manhattan's most affluent suburbs), chances are you buy your suits at Mitchells (in Westport, Conn.) or Richards (in Greenwich, Conn.). These two independent clothing stores are some of the most successful in the business and outfit CEOs from Chase, GE, IBM, Merrill Lynch and Pepsi. Mitchell, whose father started the business, shares the secret of his success in this unoriginal but cheerful guide to keeping customers happy. Hugging your customers, he says, has nothing to do with being touchy-feely around them and everything to do with offering them over-the-top service. For Mitchell, that means literally offering a customer the coat off your back, if that's the only one left in the store in the customer's size and preferred style and color. It means going to customers' homes to tie their bow ties for big events. It means serving coffee and bagels in the store and giving away hot dogs in the parking lot on summer Saturdays. Some might view this as fawning, but for Mitchell, it's the best way to keep customers coming back. His advice-know your customer, think outside the box, have a "no problem" attitude-is hardly groundbreaking. But those who work with customers daily have much to gain from this chipper, inspiring handbook.
Copyright 2003 Reed Business Information, Inc.

About the Author

Jack Mitchell is the CEO of Mitchells/Richards/Marshs/Wilkes Bashford, four of the most successful clothing stores in the business. He and his wife, Linda, live in Wilton, Connecticut, where they raised four sons.

Inside This Book (Learn More)
First Sentence
It always seems like emergencies come up when you're not ready for them, and that's exactly what happened during the escapade of the navy blue cashmere topcoat. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Back Cover
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Customer Reviews

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Most helpful customer reviews
5.0 out of 5 stars Creating a Magical Experience for Customers June 10 2004
A business owner who'll do anything for his customers--even fly across the world to deliver a suit! He turns clothing shopping from commodity to magical experience--and he is very well-compensated. I read this all the way through in about two sittings.
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5.0 out of 5 stars Packed With Knowledge! June 3 2004
This terrific book wastes no words and no time, but delivers the goods. Jack Mitchell, CEO of two high-end clothing stores in Connecticut, offers solid (if not all new) principles of customer service and relationship management in a personal, lively, entertaining way. The book is immediately applicable to retail and small businesses, and sheds much-needed light on managing a family business. The book draws a straight line from customer service to business success. The author, whose warmth and candor is totally endearing, may be faulted for denying that location matters. After all, his stores sit in one of the most affluent regions in the U.S., so he would probably enjoy some measure of success even with mediocre customer service. And, his customer service is great, intense to the point of being instructive. If he is overenthusiastic about his formula, that's to be expected of a salesman. We find a lot of useful material here for anyone in a customer-contact business and, as a bonus, this familial saga is really fun to read. Highly recommended.
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5.0 out of 5 stars This book is a gift that keeps on giving Jan. 15 2004
I've always been irked by rude customer transactions and the apathetic, useless people that facilitate in the transaction. Why is bad service the new norm and why are we all fine with that? Jack Mitchell added "hug" to my vocabulary. This book has helped me to identify the obvious "hug less" transactions, but more importantly, he helped me to identify the "hugging" ones, so I can reward them with my patronage and loyalty. I give this book as a gift to my fashion and garment industry friends as "hugs". This book should be mandatory reading for all consumers. Customer service people, all sales people, all managers, all new hires, all employees in every company should read this book. If read, this book may very well reduce malevolent business practices and unpleasant consumer transactions and could make "hugs" contagious. This book has opened my eyes for it made appreciate every good transaction and even the bad ones, for relativity.
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5.0 out of 5 stars 5 stars is not enough! Jan. 8 2004
By A Customer
I have read over 50 books on Customer Service. This is by far the best of all of them. It goes into great detail on what things you need to do, not just the fact that you need to do them. I have sent them two emails, and they responded in less than a day-That's better than 90% of the companies out there...If you are going to read a book this year, this should be the one. It is insperational, and motivational for anyone dealing with the public, even Governmental agencies could learn a thing or two, or three or...
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5.0 out of 5 stars hugging is for all Dec 10 2003
By A Customer
great book on the best way to take care of your customers. has a great message that any business should try to follow.
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4.0 out of 5 stars valuable read for any businessperson Dec 7 2003
By A Customer
Highly recommend to any businessperson as a "how-to" guide to differentiating yourself through service and overall attention to the customer. Much of what is written here seems like common sense (the Golden Rule: "Do unto others...") yet is rarely practiced by businesses. Although the book may be somewhat redundant (the reason I gave it 4 starts rather than 5), this weakness is offset by the fact that it remains a quick read, largely due to the numerous great anecdotes illustrating Mitchell's business principles. I will have all my employees read it and intend to make it one of the books that I try to re-read annually.
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5.0 out of 5 stars Ideas Implemented With Amazing Results! Oct. 8 2003
Thank you Jack Mitchell for sharing your knowledge, insight and wisdom in such a concise, easy to read guidebook. Our three Connecticut shoe stores have begun to implement the thank you notes suggested with amazing results. Customers feel important as they are delighted by the unexpected special attention these personal notes provide. They also help build relationships between our staff and customers yielding increased sales. We've also added complimentary beverage service, shoeshine and offer speedy repairs. Returns and exchanges are being transacted with a new "it's no problem" attitude. Not only do we give our customers physical hugs, our customers are asking us if they can give us a hug. After all, we're getting to know our customers as friends now. What a wonderful atmosphere you have helped us bring to Hawley Lane Shoes!
With much gratitude and special hugs,
Sandy Levy and the staff of Hawley Lane Shoes.
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5.0 out of 5 stars Put tears in my eyes Sept. 10 2003
In a world where "that's not my problem" and "we have our policies" too often reign, from large companies and small ones both, this book is sheer delight. I read this book while smarting from being treated as if having no water in our house for several days were not an emergency. The well company came on a Friday, appeared to have fixed the well and left. Twenty minutes later, the problem came back. Had they subscribed to the Jack Mitchell philosophy, the service guys would have come back later that day, or on Saturday so that we wouldn't have been left without water for the weekend. But nope, their weekends are more important than customers. When he finally called me back, I even asked the owner if he could give me a beeper or cellphone number so that I could let him know if the next service call also didn't solve the problem. He refused. Now compare this with the Jack Mitchell philosophy, which is that an emergency is whatever the customer defines as an emergency, and that the customer counts. And the customer counts not because this creates a fatter bottom line (which it does), but because people matter. That's the part that put tears in my eyes. His sincerity on this point came through loud and clear. The book rates a "5" both on emotional and logical grounds. I read tons of business books every year, and this one truly stands out.
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