It's good to reward your customers for their trouble.
Bill runs an electronics store and has to address a customer complaint about a product he bought.
Bill wants to respond to the customer.
Bill gives his customer a full refund along with a coupon for his next purchase.
Bill apologizes to the customer but does nothing more than that.
Bill gains a new loyal customer who eventually returns to purchase more items from Bill's store.
The customer leaves angry and never returns to the store again.