We'd like to say that we're sorry, but we're not sure how apologetic we should be.
Apologies are a powerful communication tool.
Apologies acknowledge a problem, express regret and either implicitly or explicitly promise that the problem won't happen again. Tone makes a difference in the effect of an apology - we've all encountered a formulaic or perfunctory apology that doesn't cancel the offense. Taking the proper tack with unhappy customers means having the opportunity to serve them again instead of losing them to competitors. As I think back over two recent instances where vendors responded to a problem I voiced, I suspect that the sincerity of regret might have a bigger influence than reassurances that the difficulty won't recur, at least with me. In the first case, a seminar center where I held an event on a Saturday turned out to be freezing, with no way to adjust the temperature.