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Question: Why should a firm say they are sorry even if they feel the customer is wrong? 

A The firm can later tell the customer he/she was actually the wrong one, after he/she has calmed down. 

B The firm should always take the blame and learn from it. 

C The focus should be on finding out what would satisfy the customer and solving the problem, not determining blame. 

D They can later put the blame on a third party. 

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