Great article and I have to agree with it. Starting off on the right foot is the only way to avoid problems down the road. Keeping a good customer happy by empathizing, and clarifying and resolving issues assures retention like nothing else can. I was once told by a manager to never apologize to a customer because it puts the company on the defensive immediately and decreases customer respect. I didn't stay long at that company and have always wondered what happened with the customer that started the conversation! Being the go-to for the customer when there are problems puts me in the best place to hear what they need and to develop new business with them.