Tale of the Tape - books - Book Review

Chief Executive, The, August-Sept, 2003 by Jack Mitchell

For decades, when CEOs of companies such as IBM, General Electric, Xerox and Gillette have needed a new cashmere topcoat or summer-weight suit they've turned to a man named Jack Mitchell. Now, the successful tailor is telling his side of the story. He's written a book: Hug Your Customers: The Proven Way to Personalize Sales and Achieve Astounding Results (Hyperion, June 2003).

Mitchell is CEO of Mitchells/ Richards, a $65 million family-run company that operates two stores in Connecticut. The original, Mitchells, opened in Westport in 1958; the other, Richards, is in Greenwich and was acquired in 1995.

What Mitchell defines as "hugging" has keen relevance for every CEO. The company began using computers to compile information on its customers in the 1970s, long before "customer relationship management" entered the lexicon. Mitchells/Richards has a lean, customer-focused style that puts top management on the floor in direct contact with shoppers. Thanks to a high-tech, high-touch approach, it never misses a customers birthday or anniversary.

The Mitchells are also willing to do whatever it takes to please a customer. One busy Saturday years ago, a couple came into the Westport store asking for a certain tie in green. "I flipped through the tie racks and couldn't find it," Mitchell writes. "The woman nodded at a mannequin and said, 'There it is.'" Mitchell took the tie off the dummy and sold it to them. They were so pleased they bought several suits, a couple sport jackets and 23 custom shirts. Mitchell would have sold them the mannequin, too.

The 283-page book offers useful insights fur family-run businesses. The company was started by Mitchell's parents; he now runs it with his brother, Bill. Between them, they have seven sons, five of whom work in the business. To sort out the inevitable conflicts between family and business, they've hired consultants and created an advisory board. One rule is that each child has to spend five years at another company before joining the business.

Mitchell has served three-generations of GE chieftains--Reglnald Jones, Jack Welch and Jeff Immelt. He doesn't violate any confidences --readers won't learn whether Welch is a 38L or a 40R. And Mitchell clearly has diplomatic skills. He'S still selling to both Welch and his former wife, Jane.

Jack Mitchell wrote the book