Pretending to care.

Meredith Paige Avatar
The Carbon Almanac book signing at Brookline Booksmith

Lots of companies have the word “care” in their mission statements.

But in my experience, the care I get as a customer often feels fake. 

It’s as if companies have a “caring template” and are following an outlined script.

“Welcome to, ABC Company. 

I’m (insert first name). 

How may I provide an exceptional experience for you on this (insert weather) day?”

Contrast this with my experience at Brookline Booksmith:

I entered the humming bookstore, lugging a bin of heavy stuff for an event I was hosting.

“Will anyone here even remember that my event is today?” 

Seeing me struggle with my large bin, a young cashier jumped over the counter to grab it from my arms.

He then walked me to the table Riley had prepared for my arrival – Sharpies, stacks of books to sign, and a table-clothed covered table. There was even water in case I was thirsty (I was!).

Riley greeted me by name and welcomed me to the event – I felt like Julia Roberts!

Because none of this was scripted, it felt so good.  

Riley and the guy who jumped over the counter weren’t pretending to care – they did care.

If the word “care” is in your mission statement, start by hiring people who genuinely take pride in their work.


2 responses

  1. David Meerman Scott

    I agree. Brookline Booksmith has always done a great job turning customers into fans.

  2. sgodin

    Thanks Paige! People who care are worth finding and shouting out…

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