All businesses make mistakes. We can’t be perfect. We can’t always mind read exactly what our customers are expecting us to deliver, and that expectation gap sometimes proves problematic. The occasional apology for messing up or failing to deliver what was expected, is a necessary business evil. Just like the dreaded tax return.
There’s another reason why you should always apologise when you’ve made a mistake. Because it’s the right thing to do. There is nothing worse than silence from a business that you KNOW has wronged you.