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Hug Your Customers: The Proven Way to Personalize Sales and Achieve Astounding Results
Revised and updated for the first time since original publication!
Here is the 200,000-copy staple, praised by Warren Buffett as "a gem ... I wish everyone at Berkshire would follow [Jack Mitchell's] advice--we would own the world."
If you want to put your arms around your business and bottom line, you'll want all the updated information and practices found in the landmark business bestseller, Hug Your Customers . The only way to stay in business is to have customers; the only way to increase your profit is to attract more customer visits by providing exceptional customer service. It's that simple says Jack Mitchell. Hug Your Customers shares the hands-on practical philosophy that has allowed Mitchell and his Family of Stores to thrive and excel in today's challenging retail marketplace. Filled with accessible advice, personal case studies and tips any businessperson can use, Hug Your Customers is an energizing blueprint for customer and employee retention, increased per capita spending, and groundbreaking success.
Here is the 200,000-copy staple, praised by Warren Buffett as "a gem ... I wish everyone at Berkshire would follow [Jack Mitchell's] advice--we would own the world."
If you want to put your arms around your business and bottom line, you'll want all the updated information and practices found in the landmark business bestseller, Hug Your Customers . The only way to stay in business is to have customers; the only way to increase your profit is to attract more customer visits by providing exceptional customer service. It's that simple says Jack Mitchell. Hug Your Customers shares the hands-on practical philosophy that has allowed Mitchell and his Family of Stores to thrive and excel in today's challenging retail marketplace. Filled with accessible advice, personal case studies and tips any businessperson can use, Hug Your Customers is an energizing blueprint for customer and employee retention, increased per capita spending, and groundbreaking success.
302 pages, Hardcover
First published January 1, 2003
110 people are currently reading
1384 people want to read
About the author
Jack Mitchell
46 books11 followersJack Mitchell is an American businessperson, author, and motivational speaker. He is the chairman of the Mitchells Family of Stores. In 2005, he was included on Inc. magazine's list of 26 Most Fascinating Entrepreneurs.
Ratings & Reviews
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Displaying 1 - 30 of 73 reviews
September 13, 2014
I want to hug Jack Mitchell until he stops droning on and on about hugging. In the book he relabeled good customer service as hugging. Then I read so many stories about clothes and alterations, tailors and guys buying 750 dollar suits that I may never go back into Men's Wearhouse. I read it because it was recommended by the same guy that recommended the last terrible book I read. There may be a lesson there.
September 1, 2024
Treat your customers like royalty, the book is shallow and as such, is a waste of time
February 1, 2017
Positives
Maybe it’s just me, but I love books that have chapter summaries, and this book has exactly that. Having these chapter summaries allows me to quickly take note of key ideas without having to page through the book again.
I also love that Mitchell shares a variety of personal examples from his own business. Although they aren’t all directly transferable to other business models, the concepts and principles can be adapted to suit your business needs. The personal stories Mitchell mentions are relevant and truly highlight the value of constantly showering your customer with physical and metaphorical hugs.
Negatives
Honestly, I didn’t have many issues with this book. The only negative I could think of is that I found certain sections slightly repetitive. However, I think Mitchell needed to be repetitive at times to emphasize his point.
Who should read this?
Small business owners, this book is for you! If you are looking to improve customer relationships and understand how to compete against your online competitors, you need to read this! You may be a small business, with a small budget, but Mitchell will teach you that hugging your customers and delivering outstanding service fits into the tightest of budgets!
I also think that leaders looking to learn how to improve employee morale and performance should read this book. Even though Mitchell focuses on customer relationships, there is an entire chapter dedicated to engaging your employees.
Full review at my blog
Maybe it’s just me, but I love books that have chapter summaries, and this book has exactly that. Having these chapter summaries allows me to quickly take note of key ideas without having to page through the book again.
I also love that Mitchell shares a variety of personal examples from his own business. Although they aren’t all directly transferable to other business models, the concepts and principles can be adapted to suit your business needs. The personal stories Mitchell mentions are relevant and truly highlight the value of constantly showering your customer with physical and metaphorical hugs.
Negatives
Honestly, I didn’t have many issues with this book. The only negative I could think of is that I found certain sections slightly repetitive. However, I think Mitchell needed to be repetitive at times to emphasize his point.
Who should read this?
Small business owners, this book is for you! If you are looking to improve customer relationships and understand how to compete against your online competitors, you need to read this! You may be a small business, with a small budget, but Mitchell will teach you that hugging your customers and delivering outstanding service fits into the tightest of budgets!
I also think that leaders looking to learn how to improve employee morale and performance should read this book. Even though Mitchell focuses on customer relationships, there is an entire chapter dedicated to engaging your employees.
Full review at my blog
December 29, 2024
The idea of this book is great and it surely is inspiring. But it’s kind of redundant with loads of examples of how great Mitchell’s is. I really enjoyed the first few chapters a ton! But I don’t want to hear the word “hug” used this way for a long time. 😂
October 13, 2018
peluklah pelanggan anda!
May 3, 2019
A lot of rhyming platitudes about business. Meh.
September 2, 2016
I found a signed copy of this book at a thrift store, and wanted to read it because I've been bridging more into the sales side at my PR job. Hug Your Customers, written by Connecticut-based clothing maven Jack Mitchell, of Mitchells/Richards, purports to teach readers a "hugging" system that values going the extra mile for clients through various initiatives, responses and sales tactics.
To start with, this is a book that will only really apply if you're in the retail sector. There's a lot of common-sense information here, which mostly boils down to "treat your customers well". In fact, some of the tips and strategies Mitchell's uses seem really bizarre to me. I don't know how I would feel as a customer of theirs knowing they have messages programmed into their system referencing that they should talk about teams if I'm a baseball fan, or call me because they think I need a topcoat.
Conversely, there are many strategies here that just seem absurd for any large clothing company. I shop at Harry Rosen every so often. I don't expect the CEO to be in any of the stores on a weekend greeting customers. I don't expect sales associates to go running around for me if I need something urgently, or escort me out to my car with my purchased items. I don't expect them to send flowers or gifts if I've bought from them multiple times in a year - hell, I'm happy that they send me a free magazine every three months. If anything, some of the strategies seem really overbearing and high-pressure, contrary to the "hugging" culture outlined in the book.
It's a short and breezy read, to the point of having "chapters" that are only two or three pages long, interspersed with short summaries and quizzes on the material.
However, I feel like the book has this odd braggart tone, as if Mitchell is convinced that they're better than any other clothing retailer in the country. While he may be right in their own region, I feel like a lot of it is just blowing smoke - I had never heard of them before reading this book, and I'm not really convinced what they do is all that different from any other long-running men's fashion retailer.
Still, it's a quick enough read that anyone looking to get into the field or pick up some common-sense advice/inspiration would do well to read it.
To start with, this is a book that will only really apply if you're in the retail sector. There's a lot of common-sense information here, which mostly boils down to "treat your customers well". In fact, some of the tips and strategies Mitchell's uses seem really bizarre to me. I don't know how I would feel as a customer of theirs knowing they have messages programmed into their system referencing that they should talk about teams if I'm a baseball fan, or call me because they think I need a topcoat.
Conversely, there are many strategies here that just seem absurd for any large clothing company. I shop at Harry Rosen every so often. I don't expect the CEO to be in any of the stores on a weekend greeting customers. I don't expect sales associates to go running around for me if I need something urgently, or escort me out to my car with my purchased items. I don't expect them to send flowers or gifts if I've bought from them multiple times in a year - hell, I'm happy that they send me a free magazine every three months. If anything, some of the strategies seem really overbearing and high-pressure, contrary to the "hugging" culture outlined in the book.
It's a short and breezy read, to the point of having "chapters" that are only two or three pages long, interspersed with short summaries and quizzes on the material.
However, I feel like the book has this odd braggart tone, as if Mitchell is convinced that they're better than any other clothing retailer in the country. While he may be right in their own region, I feel like a lot of it is just blowing smoke - I had never heard of them before reading this book, and I'm not really convinced what they do is all that different from any other long-running men's fashion retailer.
Still, it's a quick enough read that anyone looking to get into the field or pick up some common-sense advice/inspiration would do well to read it.
September 12, 2016
There's some good stories here, but it's certainly not captivating.
Read
July 24, 2008I didn't finish this, because it's so totally unrealistic in the context of my job! The author is part of a family that owns some very high-end clothing stores. Their customer service is totally over the top! In their field it's great, but it couldn't work in library-land.... For example, we aren't going to stay open late or come in when we're closed so that a person can get something for a report that's due tomorrow....
Read
May 19, 2020Improving the relationship with your customers is not rocket science, but you should also not take anything for granted.
Mitchell states, “Only delighted customers are genuinely loyal.” Such statement emboldens the organizations and stores to prioritize the customers’ needs and put secondary the quality of the goods. Increasing sales is proportional to satisfaction and loyalty.
In reality, the employees constitute the main leading force in all endeavors, and their impact is far more important than any other factor. All marketing strategies will generate little value if the company lacks the expertise and vision to proceed.
If a firm is not fueled by a loyal base of customers, the potential long-term users would be on the fence – whether to use or skip the product your company is offering. Putting your customer as an entity at the top of the hierarchy forms a route paved with principles leading to enforcement of success-rules.
Hugging can be understood and used in various contexts. It can literally illustrate hugging or maintaining a positive vibe with the interlocutor. Get out of the box, and realize that activities such as sending a Christmas Card, or a small gift to your loyal group of customers can generate revenues.
Showing love and appreciation for being loyal to you is regarded as hugging. Caring about their preferences and requirements is the only ticket to prosperity. Rudeness from your employees mustn’t be tolerated, lack of manners can result in bad word-of-mouth marketing, regardless of the quality your products or services possess.
Business owners who adopt a stubborn and single-minded attitude quickly face a collapse. Not many potential customers will make the same mistake twice; especially if you fail to leave a great first impression. On the contrary, conducting with utmost propriety conveys a new message that will set in motion new lucrative laws.
Anticipate their reaction and define the “Wow! moment”
Be passionate about improving and enhancing the relationships with the customers.
Give “free” hugs and eclipse their expectations.
Advocating for customer satisfaction is step one, go for full-loyalty.
Allow the customer to voice complaints and make their demands.
If you want to be the best, you must work with the best.
There are no mistakes, only lessons. There are hundreds of opportunities just waiting for the perfect moment.
Key Lessons from “Hug Your Customers”
1. Hire Positive and Goal-Oriented Individuals
2. Technology must support hugs
3. Increase your influence in the market
Hire Positive and Goal-Oriented Individuals
A bad working atmosphere can trigger lesser productivity and endanger the efficiency. The one responsible for human resources must take into account the attitude of the newcomers.
Don’t hire anyone, without thinking and testing their capacities.
Technology must support hugs
Unlike other unrelated sectors, if the cutting-edge equipment and machinery do not back your strategy that is concerned about creating a stable and satisfied base of end-users, you cannot expect to yield favorable results.
Increase your influence in the market
With the help of plenty hugging methods, you can begin thinking about taking control of the market.
In truth, such endeavors often end up in failure due to inadequate preparations. Don’t shy away from challenges and embark on a full-scale adventure.
Mitchell states, “Only delighted customers are genuinely loyal.” Such statement emboldens the organizations and stores to prioritize the customers’ needs and put secondary the quality of the goods. Increasing sales is proportional to satisfaction and loyalty.
In reality, the employees constitute the main leading force in all endeavors, and their impact is far more important than any other factor. All marketing strategies will generate little value if the company lacks the expertise and vision to proceed.
If a firm is not fueled by a loyal base of customers, the potential long-term users would be on the fence – whether to use or skip the product your company is offering. Putting your customer as an entity at the top of the hierarchy forms a route paved with principles leading to enforcement of success-rules.
Hugging can be understood and used in various contexts. It can literally illustrate hugging or maintaining a positive vibe with the interlocutor. Get out of the box, and realize that activities such as sending a Christmas Card, or a small gift to your loyal group of customers can generate revenues.
Showing love and appreciation for being loyal to you is regarded as hugging. Caring about their preferences and requirements is the only ticket to prosperity. Rudeness from your employees mustn’t be tolerated, lack of manners can result in bad word-of-mouth marketing, regardless of the quality your products or services possess.
Business owners who adopt a stubborn and single-minded attitude quickly face a collapse. Not many potential customers will make the same mistake twice; especially if you fail to leave a great first impression. On the contrary, conducting with utmost propriety conveys a new message that will set in motion new lucrative laws.
Anticipate their reaction and define the “Wow! moment”
Be passionate about improving and enhancing the relationships with the customers.
Give “free” hugs and eclipse their expectations.
Advocating for customer satisfaction is step one, go for full-loyalty.
Allow the customer to voice complaints and make their demands.
If you want to be the best, you must work with the best.
There are no mistakes, only lessons. There are hundreds of opportunities just waiting for the perfect moment.
Key Lessons from “Hug Your Customers”
1. Hire Positive and Goal-Oriented Individuals
2. Technology must support hugs
3. Increase your influence in the market
Hire Positive and Goal-Oriented Individuals
A bad working atmosphere can trigger lesser productivity and endanger the efficiency. The one responsible for human resources must take into account the attitude of the newcomers.
Don’t hire anyone, without thinking and testing their capacities.
Technology must support hugs
Unlike other unrelated sectors, if the cutting-edge equipment and machinery do not back your strategy that is concerned about creating a stable and satisfied base of end-users, you cannot expect to yield favorable results.
Increase your influence in the market
With the help of plenty hugging methods, you can begin thinking about taking control of the market.
In truth, such endeavors often end up in failure due to inadequate preparations. Don’t shy away from challenges and embark on a full-scale adventure.
This entire review has been hidden because of spoilers.
October 9, 2018
I loved the personal approach to customer service laid out in this book. It’s certainly a great perspective to have if you work in customer service at all. I still feel somewhat wary about collecting personal information on people and connecting with them in order to ultimately sell them more product.
A quote I particularly enjoyed, which can be applied to several areas of life: “...life is like a merry-go-round, and you have to be prepared to see the brass ring and act accordingly to grab it. It may not be the best time, but if you don’t grab it when you see it, that particular opportunity will pass you by forever.”
A quote I particularly enjoyed, which can be applied to several areas of life: “...life is like a merry-go-round, and you have to be prepared to see the brass ring and act accordingly to grab it. It may not be the best time, but if you don’t grab it when you see it, that particular opportunity will pass you by forever.”
October 7, 2018
Lots of helpful customer service tips. Also lots of stories. It felt too long to me with all the stories and I was just ready to be done with it by the end. But there were a lot of helpful strategies, especially for those in a retail storefront environment. It helped me to think of how I can best serve others -- particularly in a business setting.
June 17, 2021
Must read for every business owner
This book was recommended to me by my business coach on a way to get new business without having to spend money on advertising. This book contains get information on how to get your clients/customers to advertise for you. Get your copy and read it today.
This book was recommended to me by my business coach on a way to get new business without having to spend money on advertising. This book contains get information on how to get your clients/customers to advertise for you. Get your copy and read it today.
May 27, 2022
This book had promise and I loved it at first but each chapter drones on and on essentially telling the same story over and over. By the time i was half way through I was ready to get off this ride. In fact, I dreaded reading another page that I completely abandoned the book before it was over. This book could have been condensed into a couple of blog posts.
August 30, 2018
There is fantastic customer service advice in this book! While I did enjoy the examples from the Mitchells store, it did get rather redundant. However, the overarching idea of “hugging” makes a lot of sense and should be an important part of all business interactions. A worthwhile read.
October 18, 2019
This was useful in my line of work but also felt incredibly repetitive. I grew tired of the stories of the family suiting company but the little tricks of the trade offered within the book do indeed translate to other industries. I got the most out of the hiring section
November 29, 2020
Interesting book about the importance on going above and beyond for your customers. The author gives really good examples on different ways of “hugging” your customers. Might be a little too repetitive, in my opinion.
January 29, 2023
Great concepts. A bit idealistic, but worth the read.
Worth the read. Interesting book layout - simple, short chapters. Recommend for any service based companies, especially those with high end clients.
Worth the read. Interesting book layout - simple, short chapters. Recommend for any service based companies, especially those with high end clients.
July 31, 2023
What a beautifully written book on how to keep the customer at the forefront of your business in a way that truly makes them feel seen and special! Will definitely listen again and recommend to all business owners!
November 30, 2017
This is an amazing book for anyone that wants to add some extra love to their business.
May 17, 2018
Repeats himself a lot. Would have been better if it was cut in half.
February 11, 2021
Good points but very repetitive.
April 25, 2021
Good book but the execution is poor in the Mitchell stores
December 14, 2021
Very basic ideas on improving customer services - but then it is the basic what business often miss out most.
March 2, 2023
Una guía de cómo entregar más a los clientes: anticiparse a sus necesidades, conocerlos y convertirse en el mejor aliado para satisfacer sus deseos, e incluso cuando ni siquiera lo necesitan.
June 14, 2025
2025- jun
Could have been a 1 pg pamphlet.
Could have been a 1 pg pamphlet.
December 26, 2025
3.5/5 stars. Decent book on the importance of soft touches in customer service, particularly in a retail setting. Chapters were short and sweet with a few good nuggets sprinkled throughout.
February 9, 2017
Genial!
January 21, 2021
Felt outdated to me. Common sense as well.
April 11, 2020
Encouraging
Displaying 1 - 30 of 73 reviews