58% of companies miss this one simple word that wins back 37% of customers

The question of what to do first if you mess up is addressed in a study by the Carey School of Business and others.

When compensated monetarily, 37% of customers are happy with the service recovery (e.g., a refund or credit).

But when an apology is included alongside the compensation, customer satisfaction soars to 74%.

That means that when things go wrong, just saying “Sorry” can bring back 37% of unhappy customers.

Not even half (58%) of customers are given an apology.

Source: 80 Customer Service Statistics and 8 Lessons for Growth [2020] (groovehq.com)

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