Trust is not an important element; it is THE important element in any LONG TERM success with anyone or any company.

Satisfied customers are apathetic. Loyal customers will be your advocate.

The reason Trust is requested is because the person seeking Trust realizes that Trust is the key to Yes.

Trust is even more important than love.

Before you can get what you want, you have to know what you want,and make a game plan to get it

The best way to apologize is to let the customer vent first. Don't interrupt, just take notes and make empathetic noises. You can even tell the customer that it makes you mad too. Second, ask the customer what their speed of need is. Tell them what they ant to hear. That you apologize, that you understand how they feel, that you are meeting with the appropriate people to get a resolve, and that it will be done in 24-hours.

Failure is an event, not a person. Think of failure as 'it' and not 'me'.