The New York Times offers a glowing review today of a new book by Jack Mitchell, chief executive officer of Westports family-owned Mitchells clothing store.
Written with Sonny Klein, it is titled, “Hug Your Customers: The Proven Way to Personalize Sales and Achieve Astounding Results” (Hyperion, $19.95).
Mitchells, which also owns the equally well-known Richards clothing store in Greenwich, does a $65 million a year business selling to ordinary folks as well chief corporate executives among its 115,000 customers.
Excerpt: ғAt a time when so many companies seem to have strayed from the core mission of serving their customers, and when others are seeking fancy customer-relationship management software to avoid eye-to-eye contact, Hug Your Customersђ is indeed refreshing.
Mr. Mitchell describes how his company, founded by his parents in 1958, remains ӑrelationship driven, rather than simply interested in selling another Armani necktie. ґHugging may sometimes involve a bearhug, but more generally it means going the extra mile to satisfy, amuse or delight a customer.
The Times business section review wonders whether the company would be as successful if it were much larger. But all doubts aside, ” it said, “this book is a surprising little gem. The reader will almost certainly feel ӑhugged.
Mitchell, who has established his own Web site to promote the book, hugyourcustomers.com, will be at Westport’s Barnes and Noble for a book signing June 26 from 7:30 pm. to 8:30 p.m.
He and his wife, Linda, who is “women’s merchant” for Mitchells/Richards, live in Wilton.