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Describes the care policy of Kwik‐Fit, and how their trained staff will re‐charge customers′ batteries with “100% customer satisfaction, 100% of the time”. Briefly outlines the company background and its attitude to both service and customer follow‐through. Describes the development of the company to present‐day and the changes produced by modern technology and enlightened management methods. Defines the company “caring” philosophy. Asserts the importance of training for advancement and considers the factors maintaining motivation. Concludes by supporting the view that when people belong to a “caring” company, only then will the ideology of service permeate the company.