Hug Your Customers...it's a book you should read
I read this book awhile back. It was authored by Jack Mitchell who is the CEO of Mitchell's and Marsh's, premier clothing stores on Long Island, you probably know of them or shop in them.
Jack has a great sense of instilling passion in his employees. His key focus is to have each employee treat each customer in a special way so that their experience in the store stays with them after they leave the store.
He defines 'hugging' as a mindset, a way of thinking about your customers, of getting close to them and of truly understanding them. He wants the entire business to be customer-centric, everything the business does has a purpose that will enhance the customer experience.
Speak to your customers, know what they do, know what they like and most importantly, show an interest in who they are and their lives. Pretty simple.
He also advocates sending out think you notes to every customer every time they come and shop in your store, noting in the 'hand written' letter what they bought and some facts from the conversation that the salesperson had in bonding with the customer. After all "how many letters do you receive in the mail these days?" When you do get one, you definitely open that one first.
Think about not what the customer buys today, maybe they spent a few hundred dollars. But, this about how much they spend in a year, how many years they may be a customer of yours and then THINK about the lifetime value of every customer as they walk in the door. Today they spend $87.48 but their lifetime value to you may be $2,150.
That's how you build a business today for the future.
Regards,
Jamie
You can find this book on Amazon at http://www.amazon.com/Hug-Your-Customers-Personalize-Astounding/dp/1401300340/ref=sr_1_1?s=books&ie=UTF8&qid=1348345939&sr=1-1&keywords=hug+your+customers+-+jack+mitchell
Jack has a great sense of instilling passion in his employees. His key focus is to have each employee treat each customer in a special way so that their experience in the store stays with them after they leave the store.
He defines 'hugging' as a mindset, a way of thinking about your customers, of getting close to them and of truly understanding them. He wants the entire business to be customer-centric, everything the business does has a purpose that will enhance the customer experience.
Speak to your customers, know what they do, know what they like and most importantly, show an interest in who they are and their lives. Pretty simple.
He also advocates sending out think you notes to every customer every time they come and shop in your store, noting in the 'hand written' letter what they bought and some facts from the conversation that the salesperson had in bonding with the customer. After all "how many letters do you receive in the mail these days?" When you do get one, you definitely open that one first.
Think about not what the customer buys today, maybe they spent a few hundred dollars. But, this about how much they spend in a year, how many years they may be a customer of yours and then THINK about the lifetime value of every customer as they walk in the door. Today they spend $87.48 but their lifetime value to you may be $2,150.
That's how you build a business today for the future.
Regards,
Jamie
You can find this book on Amazon at http://www.amazon.com/Hug-Your-Customers-Personalize-Astounding/dp/1401300340/ref=sr_1_1?s=books&ie=UTF8&qid=1348345939&sr=1-1&keywords=hug+your+customers+-+jack+mitchell
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