From the article: "Mistakes are a critical part of every service. Hard as they try, even the best service companies can't prevent the occasional late flight, burned steak, or missed delivery. The fact is, in services, often performed in the customer's presence, errors are inevitable. But dissatisfied customers are not. While companies may not be able to prevent all problems, they can learn to recover from them. A good recovery can turn angry, frustrated customers into loyal ones. It can, in fact create more goodwill than if things had gone smoothly in the first place."
Examples: Club Med, Maine Savings Bank, Marriott Hotel, British Airways, Domino's Pizza, Stew Leonards, US Air, DFW Airport, Sheraton Hotel, Smith & Hawken, First Union National Bank, US Secret Service, Sonesta Hotel, Montgomery Ward, McDonald's, Federal Express