I am often asked, “If I, or my company, has made a mistake, how should we apologize?” I used to tell people that one apology at the start of the conversation, and one at the end, was sufficient; any more, and it seems like you are begging for forgiveness. However, new research conducted by Case Western Reserve University has discovered that apologies almost never have the desired effect we want. Surprisingly, angry customers report greater satisfaction when the employee skips the apology altogether; focusing instead on finding an immediate solution.

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