Saying sorry isn't enough to right the wrongs caused by companies and individuals -- sincere efforts require seeking forgiveness, taking restorative action.
In this day and age, too many brands think they can get away with a simple "I'm sorry". But as the author of this great article states,
[S]aying sorry is often just another step in the refusal to accept blame and responsibility. We all know the “I’m sorry if you were offended” apology, which has the remarkable trait of condemning the objects of the apology. A twist on that was the ad former New York Gov. Eliot Spitzer used to introduce his would-be comeback last year — an ad acknowledging the failure but immediately pivoting to “But forget that! Look at everything else I did!”
You can write the greatest apology in history, if your following deeds do not reflect it, you are done.
Instead, take extra steps to mend the broken relationship. It works!