Communication problems, such as Internet failures or technology malfunctions, happen to even the best companies. Although solving the issue is crucial, apologizing to customers should be at the top of a company's list after a communication default, according to the article, "How to Turn Disaster Into Gold," published in February 2011 in Inc. Magazine. Handling a situation appropriately means apologizing effectively, and an apology can determine whether a company retains or loses customers.
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