If you're buying a soda at a convenience store, does care matter?
If you're prepping for surgery, does care matter?
If you're buying a ticket for a basketball tournament, does care matter?
I believe care always matters. Simply caring enough about the human you are serving goes a long ways toward creating the relationship that brings them back and encourages them to talk about how easy it was to do business with you.
Be inspired to care. It makes a real difference.