Have you ever been tricked into believing that a company cares about you, only to discover that once they have your money they don't?
That doesn't feel good, and it happens all too often. Companies focus on marketing (because that's where the money comes from) and under-value the service. Some companies even strategically decide to reduce the level of service to their customers (I'm looking at you cable-company) based on cost considerations. A customer is only worth so much, apparently. That type of thinking is both wrong, and short-sighted.
You've got a whole zone of possibilities available to you, all the way from treating customers poorly to treating them royally. What do you want to be remembered for?
Don't fool customers into thinking that you care about them -- instead, really DO care about them. It feels (and works out) better for both of you.
-- doug smith