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 Mitchells 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.
Synopsis
A master of customer service reveals his secrets for developing long lasting business relationships and customer loyalty by making business personal.
Reviews
Matt Lauer, Co-host NBC Today Show...
“It’s all about service! That’s what they taught me as a sales associate at Richards in the 70’s and it’s what they continue to show me as a customer in the year 2000. What a pleasure buying clothing from people who make you feel like family.”
David Komansky, CEO, Merrill Lynch...
“I chuckled when Jack mentioned to me he was writing a book about hugging your customers—because I have been a customer and a friend of the Mitchells for many years and from day one everyone has greeted my wife and me with a hug, a smile and often times a good joke! Not only do the Mitchells hug their customers, they hug their community, of which I am a resident. They have been a beacon—and a leader—in developing sincere and deep relationships with their clients. I am proud to call them my friends—and my clothier.”
About the Author
Jack Mitchell is the CEO of Mitchells/Richards, two of the most successful independent clothing stores in the business. Mitchells is in Westport, Richards is in Greenwich, each is in the heart of CEO country. Jack’s father began Mitchells with just three suits, and Jack has taken it to a multi-million dollar success story. He and his brother have five sons in the business between them.
