It is a subtle but powerful distinction – do you care for or about your customers? I’m not suggesting that you can’t do both but I am asserting that most businesses struggle to do the former let alone the latter. The “caring for” dimension emphasizes service competence while the “caring about” aspect focuses on the personalized or humanized dimensions of a compassionate experience. If you say you care both for and about those you serve, what do you point to to prove your claim? How do you know how well you are caring? Would your customers’ assessments align with your responses? Caring for builds satisfaction — caring about fuels loyalty!