To err is human; to forgive, divine.
“Social media has raised the stakes for brands. Customers, most often angry ones, have a forum to air their grievances. I see it constantly on Twitter, and have admittedly participated myself, when air travel goes terribly wrong or quality falls short of expectations.
“The good news is that it’s recoverable. Brands that react swiftly, thoughtfully, and transparently are the ones who win. And by win, I mean they don’t necessarily lose customers as a result of their actions, inaction or missteps.”
Article: When Brands Apologize, Customers Often Listen and Forgive