Thursday, June 18, 2009

Hugging Your People

Jack's message is so simple, it's easy to miss.

Earlier this week, we profiled haberdasher extraordinaire Jack Mitchell and the concepts he has applied to his three successful, upscale clothing stores from his book "Hug Your Customer".

But, Jack has written another book, one that should make business owners and brand builders stand up and take notice.

Studies have shown that 83% of brand loyalty is largely dictated by what happens between your people on the frontline and your customer. In other words, the best brands rest on the strong shoulders of the troops in the trenches.

More and more leaders in a number of business categories are applying Jack's wisdom in ways you can't imagine.

Management guru Tom Peters once said, "The magic formula that successful businesses have discovered is to treat customers like guests and employees like people".

Mediocre companies generally get the employees they deserve. Meanwhile, the top brands never stop doing what it takes to attract and retain top talent.

Is there a business case to be made for hugging your people?

Could it be that simple?

"Start with good people, lay out the rules, communicate with your employees, motivate them and reward them. If you do all those things effectively, you can't miss"

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