More wisdom from Seth Godin:
Most customer relationships don’t stumble because something went wrong. Your best customers know that mistakes happen. It’s what happens next that can cripple the relationship.
Source: After the hiccup | Seth’s Blog
I have experienced this multiple times flying American Airlines. Stuff happens but the surly I don’t care attitude of the employees makes it much worse. The dental practice connection should be obvious.
As always with Seth Godin follow the link and read the whole thing.