Picking up on a post by Seth Godin called Caring is Free (below), I was thinking this might make for a great discussion for Refresh Friday. How are you investing into customer care in the long run? How important are the little day-to-day things that lay the bricks of a lasting caring culture? Here's what he wrote: In the short run, of course, not caring can save you some money. Don't bother making the facilities quite so clean. Save time and hassle and let the display get a little messy. Don't worry so much about one particular customer, because you're busy and hiring more people takes time and money. But in the long run, caring pays for itself. Caring is expensive, but it also generates loyalty and word of mouth. In the long run, an organization that puts in extra effort gets rewarded. Not to mention that caring makes us all more human. Worth it.