The document discusses the importance of service recovery strategies when mistakes happen. It provides statistics showing that most unhappy customers will not return if their complaints are not addressed. However, resolving complaints can increase the chance of customers returning to 95%. The document outlines four service recovery strategies based on the level of fault and severity of the issue: 1) Apologize for low fault, low severity issues. 2) Apologize and fix the problem for high fault, low severity issues. 3) Become a hero and help the customer for low fault, high severity issues. 4) Roll out the red carpet by apologizing, fixing the problem, and providing extra assistance for high fault, high severity issues. Companies should identify