Real meaning of customer care

Imagine walking up and down the cemetery looking for a loved one’s plot. In the rain. With your loved ones. Because the cemetery’s office was closed without letting you know in advance.

It happened to Seth Godin, and he writes about this experience in his well-regarded blog.

Fortunately, the cemetery’s caretaker also cared about Seth and his family:

A minute before we were about to give up, the caretaker came by and asked if we needed help. He recognized the name and took us right over. He cared. It showed. He wasn't doing this because he'd get a bonus. He was doing it because it was the right thing to do.

Really caring about your customers helps much more than following manuals and procedures, or framing catchy slogans or mission statements.