Why should a firm say they are sorry even if they fell the customer is wrong?

Eventually it will happen. Something will go wrong, mistakes will be made and customers will be upset. When it happens, the right thing to do is own the mistake and apologize to anyone affected. In fact, a genuine apology is more effective in service recovery than compensation alone. 37% of upset customers were satisfied when offered something in return for the issue. However, if the business said sorry on top of the credit, satisfaction increased to 74%. Saying sorry is the most effective, cheapest way to turn around a bad customer experience. Because it’s so effective, knowing how to apologize correctly is a key skill for customer service professionals.

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answer; whoever is willing and able to pay the price;