One sure thing: customer CARE is not effective unless it's genuine. If you do it because the competition is, and all you care about is devising processes to make your people CARE MORE than the competition, you will fail miserably.
I was just reading an anecdote about the text all air hostesses give you when the plane has landed. The whole "Please remain in your seats. Do not open overhead compartments as luggage may have shifted etc etc Thank you for choosing us blah blah". I have flown a number of airlines and the text is ALWAYS the same so I assumed it's compulsory. But, dig this, it is not. It's the airline's way to show it cares but because they all do it exactly the same it has become a process and not true care.
I guess that is why I still fondly remember one tube ride in London at rush hour when one conductor, instead of serving us the usual "please allow doors of carriage to close" simply said "look, people, there's another train only seconds behind us. Is a couple of seconds ahead worth having your nose stuffed into someone's armpit?"
I thought it was genius, I laughed and waited for the next train ...
LATER UPDATE: here's another example
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.