Jagdip Singh, a professor of marketing at the Weatherhead School of Management at Case Western Reserve University, explains his research team’s new findings about customer satisfaction. He says apologizing is often counterproductive and that offering customers different possible solutions is usually more effective. He discusses what companies can do to help service representatives lead interactions that leave a customer satisfied—whether or not the problem has been solved. Singh’s research is featured in the article “‘Sorry’ Is Not Enough” in the January–February 2018 issue of Harvard Business Review.

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