The CARES (customer-focused, action-oriented, responsive, empathetic, and service-driven) initiative was launched in AISD in 2018-2019 to bring about a culture of respect and inclusiveness throughout the district. The initiative puts an emphasis on positive customer experiences for families, students and staff members. In the spring of 2020, the Department of Research and Evaluation conducted focus groups with front office staff members from a variety of schools in AISD to discover the perceptions and responses to this initiative and any barriers to full implementation.