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.