Hug Your Customers

“How do you win the loyalty of your customers? Hug them—physically, emotionally, and even financially,” says Jack Mitchell, challenging conventional customer service norms.

1. Build Personal Connections with Customers

Connecting with customers begins with treating them as individuals, not numbers. This means learning about their preferences, calling them by their names, and offering personalized assistance. Personal connections drive loyalty and trust.

At Mitchell's stores, employees go beyond generic greetings. Instead of simply asking “Can I help you?” they engage with customers on a personal level, asking about the occasion they’re shopping for or delving into their preferences. This approach fosters open communication and helps customers feel heard.

Building relationships pays off. For example, when Mitchell’s fixed the button on a jacket for Robin Gerstner, who wasn’t even a customer, it led to her family promoting the store as the best clothing retailer they knew. Personalized care can transform one-time interactions into lasting loyalty.

Examples

• Learning and using the first names of regular customers.
• Asking personalized questions like “Is this outfit for work or a special occasion?”
• Repairing an item for a non-customer, which resulted in their significant endorsement.

2. Make Physical Interactions Meaningful

Sometimes, customer service isn’t just about the product—it’s about the experience. A smile, handshake, or even a hug can make people feel welcomed and valued. Every interaction matters and offers an opportunity to create a positive impression.

The Mitchell family embodies this with a hugging culture quite literally. Norma Mitchell, the author’s mother, set the tone by personally welcoming clients with hugs and coffee in the early days of the business. Employees extend thoughtful physical gestures like carrying bags or walking customers to their desired section.

Meaningful physical actions can build customer goodwill. For example, a Mitchell’s employee once drove across town in harsh winter conditions to hand-deliver a jacket to a customer in need. These small actions emphasize the brand’s commitment to customer satisfaction.

Examples

• Hugging or shaking hands with customers to create a warm atmosphere.
• Walking with customers to a section instead of simply pointing.
• Personally delivering items during emergencies to demonstrate dedication.

3. Treat Customers Like VIPs

Everyone loves to feel special, and treating customers like royalty can make your service stand out. Small personalized gestures often lead to memorable experiences, which keep customers coming back.

Mitchell’s demonstrates this by sending handwritten letters or flowers for milestones like weddings or birthdays. They also open stores outside regular hours for emergencies, proving that their service extends beyond typical retail protocols. One employee missed part of an important football game to help a customer pick up clothes for a bar mitzvah.

Beyond service, elevating the customer’s family experience also matters. For instance, having child play areas with flat-screen TVs and snacks ensures the whole family enjoys their visit. Employees even ask after pets, memorizing their names and making customers feel cared for in every aspect.

Examples

• Sending personalized notes or flowers for special occasions.
• Opening the store after hours to meet urgent customer requests.
• Providing play areas for customers’ children and caring for customers' pets.

4. Operate Under One Roof to Foster Team Collaboration

Keeping all teams in one building can drastically enhance coordination. When marketing, inventory, and sales departments work side by side, they better understand both customer needs and organizational goals.

At Mitchell’s, this alignment allows faster and more seamless decisions. For example, when a customer requested purple socks, the team made it happen overnight because communication between departments was so efficient. Working together under one roof ensures consistency in delivering outstanding experiences.

Shared space also allows employees to understand one another’s roles more deeply. Employees at Mitchell’s can even try different tasks within the company to expand their skills, contributing to a more adaptable and informed workforce to better serve customers.

Examples

• Responding quickly to inventory requests due to inter-department coordination.
• Enabling employees to try roles across departments.
• Encouraging marketing team members to step in when sales staff is busy.

5. Use Technology to Enhance Customer Service

Adopting the right technology can significantly improve how you serve customers. Good data systems let employees meet shoppers’ unique needs, while tech tools make the shopping process seamless and enjoyable.

At Mitchell’s, tools like M-Pix allow both staff and customers to search the entire inventory by attributes like size, color, or style. This technology even enables personalized wardrobe suggestions. In cases like mixed-up orders, employees can use data to track transactions and resolve the problem in minutes.

By understanding technology’s role in service, Mitchell’s ensures that customers, regardless of budget constraints, can find satisfying alternatives during financial planning or economic downturns.

Examples

• Implementing searchable databases for easy wardrobe selection.
• Resolving mix-ups quickly with organized transaction data.
• Providing customers with tailored recommendations based on their preferences.

6. Go the Extra Mile, Always

Exemplary customer service lies in going beyond the expected. The little things—like remembering someone’s favorite drink or prioritizing their comfort—leave lasting impressions.

Mitchell’s employees ask about more than just clothes—they care about the entire customer experience. Whether it’s helping someone carry bags or offering refreshments, these efforts resonate deeply. On one occasion, an employee spent hours waiting by a harbor to deliver a coat to a special client, showing unwavering dedication.

Going the extra mile builds trust not just with customers but with their networks too. Happy customers advocate for your business, which organically grows your reputation.

Examples

• Providing refreshments or small thoughtful gestures in-store.
• Personally delivering items under challenging conditions.
• Operating beyond hours or policies to help during emergencies.

7. Value Loyalty Over Immediate Transactions

Long-term relationships trump quick profits. Sometimes, letting customers pay later or providing discounts can turn short-term losses into long-term loyalty.

The author emphasizes standing by customers during situations like financial hardship by offering credit or installment plans. Forging relationships based on trust demonstrates that customer welfare takes precedence. This generates immense goodwill that keeps customers loyal even during tough times.

This approach prevented customers from leaving Mitchell’s during economic downturns and further strengthened their relationship with the brand.

Examples

• Allowing installment payments during customer financial hardships.
• Offering credit to help customers access high-quality goods during recessions.
• Maintaining service consistency, even during economic strain.

8. Train Employees to Embrace a Hugging Culture

Your employees are the backbone of customer service, so empowering them is essential. Regularly educate and encourage them to provide thoughtful and personalized assistance.

Mitchell’s emphasizes hiring team members with interpersonal strengths, then providing training to sustain a hugging culture. Employees are encouraged to try creative approaches for customer engagement, without feeling restricted by rigid manuals or policies.

When employees feel equipped and motivated, it reflects positively on customers, as seen when Mitchell’s staff routinely goes above and beyond to fulfill unique customer requests.

Examples

• Encouraging personalized approaches to interactions.
• Fostering a collaborative team environment.
• Regularly training staff on customer-centric principles.

9. Adjust During Economic Downturns without Sacrificing Customer Care

Managing during a downturn requires strategic reductions while preserving relationships. Customers will appreciate businesses that remain accommodating even when times are hard.

Mitchell’s balanced cost reductions without harming customer-facing services. They reviewed their financial outlays carefully, ensuring cuts didn’t affect core experiences. Despite these challenges, they maintained flexibility by supporting installment payments when customers were financially struggling.

This approach not only retained loyal clients but also reinforced the company’s reputation as a highly customer-centered business.

Examples

• Downsizing budgets without affecting services directly tied to the customer experience.
• Introducing installment purchase options for low-income periods.
• Focusing on customer loyalty during external economic struggles.

Takeaways

1. Always personalize customer interactions by paying attention to individual needs and preferences.
2. Foster collaboration within your team and involve technology to create smoother customer experiences.
3. Stay customer-focused during economic struggles by balancing financial caution with flexibility in payment methods.