I'm sorry.

Isn't that what Ryan O'Neal told Ali MacGraw love meant never having to say in the movie Love Story?

Well, maybe you don't say it in love, but you'd better say it in business if you want to keep your customers.

In an article entitled, "Making Amends" in the June edition of INC. Magazine, writer alison Stein Wellner, tells us that there are a few ways to apologize when we make a business mistake with a customer:

1. Apologize by shifting blame
2. Offering some compensation
3. Partial apology that can be interpreted as you saying, "I'm sorry that
you think I should apologize."
4. Full apologize which includes:
-A sincere apology in which you accept full responsibility
-With an explanation of why the violation happened
-A demonstration of how you are planning to address the problem in the future
-AND an offer, when appropriate, with some form of reparation

Studies show that only the final, more complete apology will suffice if you plan on retaining the customer. In fact, some said that the partial apology was worse than no apology at all!

However, Wellner warns that some apologizes can backfire. For the complete article, including some information on how apologizes in the wrong circumstance can be used in a court of law against you, visit www.inc.com for the June edition.

p.s. If you are in a long term relationship, I think you'll agree - you need to say I'm sorry there too, no matter what Ryan O'Neal says.