Lunch consisted of a buffet with a wide selection of domestic foods and salads. Our guide gave us special instructions to ensure that we ate well and didn't get delayed with other tourists. His instructions were simple. According to our schedule, we would be the first or second bus to park. Within the hour, the cafeteria would be accommodating as many as eight buses. We would be seated by bus and it was common to be seated first and to take drink orders before approaching the buffet. He instructed us not to be seated and proceed directly to the buffet where we should take two plates filling it with anything and everything we wanted. The reason for this is that with the other buses unloading, a 10 minute line would form instantaneously and waiting in a line like that is more bearable on a return trip instead of an initial trip. We did exactly as instructed and sat down with plates full of hot food and servers were there instantly to fetch our drink orders. Meanwhile, other tourists found their seats, waited to order their drinks and then proceeded to stack up in line. We watched the scenario with other tourists and it unraveled exactly as our tour guide said it would. People were cheerful as they were on vacation, but a five to ten minute wait on an empty stomach can really wear on a tourist's fun factor. The buses were on a schedule, which possibly created less of a tourist experience if they were not able to enjoy their lunch due to time constraints. We felt a sincere gratitude for the wisdom of our guide and of course that manifested in a few extra dollars at tip time. Regardless of the motivation of our guide, he demonstrated the pure essence of customer care.
Customer service just gets you to the buffet letting common practice lead your next steps. Customer care goes beyond service creating an emotional gratitude bond between the receiver and the giver of the service. Customer care doesn't cost extra other than just a tad bit of effort to provide your customer with an optimal experience. The service is just a thing, but the "care" factor is the component of customer experience that really can differentiate.