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Elizabeth Spaulding

Vice president of customer satisfaction, L.L. Bean
Freeport, Maine

Our industry has been squeezing out costs from the service experience. We've taken a different approach by ensuring that customers can shop the way they want: in the store, by catalog, on the phone, or online. We serve our customers the way they want to be served, not in the way we want to serve them. It's been that way since L.L. Bean opened his store above the post office in Freeport. By 1951, it was open 24 hours.

Leon Gorman, our chairman of the board, said, "Serving customers is a day-in, day-out, ongoing, never-ending, unremitting, persevering, compassionate kind of activity." Everyone understands what we promise customers. We want the experience to be easy, fun, and entertaining, and we want it to make memories.

It's important that people have an emotional connection to us. During busy times, we all pitch in to answer the phones. It is a regrounding opportunity. It reminds us how wonderful our customers are--like old friends--and how appreciative they are of us. The company's values really come to life, and it all goes back to L.L.'s golden rule: "Sell good merchandise at a reasonable profit, treat your customers like human beings, and they'll always come back for more."

Jack Mitchell

Chairman and CEO, Mitchells/Richards clothing stores
Westport, Connecticut

Most stores say they give customer service, but they're really just thinking about product and price. They don't wake up thinking about their top customers. So the experience isn't personal, it's not exciting, it's not warm.

The old paradigm is that people just walk into stores for products. I believe that has changed. The shopping experience should put customers at the center of the universe. From the people who wrap presents to myself, we should all be asking, "Who is this person, and how do we serve him?"

The only way to do that is on a personal level. I call every personal act a "hug," like trying to remember someone's first name. We should know if people prefer Pepsi or Coke, or when they like having alterations done, or what their kids' names are. All those little things are personal. They're what turn customers into friends for life. Don't you want to buy from people who know you?

We need to hire and retain great people who are passionate about serving others. I have four simple hiring criteria. People have to be honest. They have to be self-confident. They have to have a positive attitude: always up, coming to work with a smile. Most important, they must have real passion to listen, learn, and grow to be the best.

Your employees have to hug your customers, and you have to hug employees. If you know their birthdays, if you know what garments they like, then they feel special, and they hug others. It starts at the top. And you know what? It's more fun--and people will want to shop where it's fun. We want to look at customers as an extended family and to have fun with our friends. Every. Single. Visit.

Mitchell is author of Hug Your Customers (Hyperion, 2003).