It is worthwhile saying right at the outset that the author of this book reportedly does go up to his customers and hug them. That might not be what you want to do, however, the book is worth a look because it is about the philosophy that lays the foundation for the author’s hugging.

There are plenty of books about “customer relationships”, but most of them focus on software and “CRM Management”. But do you need software to manage your personal relationships, or calendar reminders to tell you to call them to say “I love you”? The whole arena of customer relationships appears to have centred upon anything that is NOT about relationships…!

This book is different, it puts the customer at the heart of that relationship and helps you understand how to organise things so that people just keep coming back to your business.

“Hug Your Customers” takes you through the principles of great customer service and how that can build solid relationships, before showing how to create a customer-centric culture within your company. There is also a section on how to use technology to help you hug your customers.

At the end of the book there is a “Hugging Achievement Test” you can take to help you assess how much you are showing you love your customers