In customer service, the timing of your response is critical. When CSRs go through an entire five-minute call because the customer didn’t receive his order and then throw in an insincere “sorry” before they close, they won’t get credit for an apology. In the customer’s mind it’s too late by that point. Customer’s may be angry, but they can also be forgiving if you respond quickly.
Here’s a true story I share with training classes to illustrate the importance of a timely response: