This document discusses how Pets at Home, a pet supplies retailer, improved business results by treating employees and customers as "VIPs". The summary is: Pets at Home saw improvements in key metrics like sales, profits, and customer loyalty after implementing a strategy to recruit, train, and recognize employees as "VIPs". Treating employees well led to lower turnover and higher employee engagement. In turn, highly engaged employees delivered better customer service, increasing customer satisfaction and spending. The "VIP" approach created a virtuous cycle that benefited both the company and its employees.