Apologizing is something that frightens a lot of people, especially those in the business world. The fear is an apology means you have done something wrong that implicates you in a crime you may have to pay for. In fact, the opposite is true. When you or your company has done something wrong, the best thing to do is to acknowledge the issue and apologize for it. This actually leads to less issues being escalated, less customers being lost, and in fact, an opportunity to gain more customers in the process.