Purple Goldfish Hall of Famer–Mitchells

Hall of Fame Class of 2012–Mitchells

As customers, we like to know that we’re appreciated. Perhaps that is why even the smallest gesture from a company we’ve done business with has a huge impact. Jack Mitchell is CEO of The Mitchells Family of Stores, and owns several high-end retail stores, including Marsh, Mitchells, and Richards. What do these stores have in common? Their bottom line is all about impacting their customers in positive ways–and they do this through personal touches.

THE ORIGIN

Jack Mitchell, CEO of Mitchells Family Stores, authored a book titled Hug Your Customers. One might guess that this is a man who is exceptionally customer-centric. What is more, it seems that Mitchell has been that way from the beginning saying, “It can be something as simple as a smile. It’s about making a human connection. Connections are ‘hugs.’ And hugs create loyalty.”

WHY WRITE THANK YOU NOTES?

Technology is truly becoming the norm in business. Think about it: when was the last time you as a business owner personally thanked a customer? When was the last time you personalized those thanks through a handwritten note–not an email generated by an email nurturing sequence? Jack Mitchell wrote 1,793 personal notes to the customers of his retail stores which adds up to about 5 notes every single day. You can bet that those handwritten notes are far more meaningful to customers than just about any technology-driven thank you.

TAKEAWAY

We all get busy running our businesses. Sometimes, we get so busy on the back end of running a business we can forget how to take care of our customers ourselves. Jack Mitchell probably set aside about an hour a day to write those five personalized thank you notes. It’s a little touch that makes a big difference to his customers and THAT makes all the difference to a business.

Today’s Lagniappe (a little something extra thrown in for good measure) – Not sure how to write a thank you for your business? Here’s a short guide on how to write a thank you note that will have a big impact on your customers (or just your grandma).

Stan Phelps is a popular keynote speaker and workshop facilitator. He believes that brands must focus on meaningful differentiation to win the hearts of both employees and customers. Driven by client objectives and inspired by bold vision, Stan works with clients to create programs, keynotes, and workshops that are memorable and on brand, inspiring businesses to become talkable by design. The result: programs that win BIG.

Contact Stan at stan@purplegoldfish.com or call +1.919.360.4702

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