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.