The best airlines experience flight delays. World-class restaurants send out wrong orders. And logistics providers could very well lose that important parcel you’re expecting.The truth is that no business or brand is immune to error. But perfection isn’t what builds excellency in a brand. Rather, it’s about meticulously planning every detail to prevent issues from occurring in the first place, and then anticipating what could go wrong and tailoring an appropriate response that will make your customers trust you even more.