‘Sorry’ is the word that builds relationships

http://www.guardian.co.uk/media/greenslade/2011/jul/13/newsoftheworld-local-newspapers
In looking at your brand’s relationship with its customers, I feel it’s useful to think of how a decent person you know might react to some bad news.
If they’re in the wrong, any decent person will say sorry and offer to do something to make up for the wrong.
What’s the result? Probably a better relationship than there was before the problem.
You not only feel you can trust that person, you know it.
It’s a simple truth but one that many organizations still need to learn.
Even if it means temporary embarrassment, saying ‘sorry’ is the best thing if you’re in the wrong and you want to maintain the relationship.