R-E-S-P-E-C-T

When is saying "I'm sorry" the right thing to do?

Whenever you screw up! Especially when that screw up impacts your customers.

It's simply a matter of respect, as Seth Godin points out.

Sock-it-to-me!

Sock-it-to-me!!

Sock-it-to-me!!!

Sock-it-to-me!!!!

Mmm-hmmm, just a little bit...

If you're having trouble figuring out how to apologize, pick up Ken Blanchard's The One Minute Apology and give it a quick read. It's easy (reading the book and apologizing, I mean).