Belron, a vehicle glass repair and replacement group and its innovation partner L Marks have invested a total of 120,000 pounds in UK/Estonian startup Sorry as a Service, as part of their innovation programme “Drive”.

Sorry as a Service joined the “Drive” innovation programme in early 2016 and got an inside look at the customer and digital operations of Autoglass and how they handle relationships with their customers and pitched in with their approach, helping Autoglass go the extra mile in making their customers happy.

“Sorry as a Service will use the investment and insights to bring the solution to the next level, delivering a sophisticated customer retention and goodwill management platform for enterprise customers,” the startup said in its blog.

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