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More than just ‘sorry’ – how companies can give apologies we’ll actually believe
Jul
When a company makes a mistake – for example, a marketing error or product failure leading to a product recall – a good apology can make a substantial difference in how we, as customers, perceive that company.
Things can go wrong for a variety of reasons. In addition to dealing with the immediate consequences of something going wrong, a company must be prepared to explain what happened – and in many cases, apologize.
A well-intentioned, professionally delivered apology can facilitate rebuild trust, but a impoverished apology can often make things worse.
Our tests explored the different types of apologies that businesses typically offer and discussed the key factors that determine whether an apology is a good one.
Understanding these nuances can facilitate companies better navigate crises and maintain positive customer relationships. It can also facilitate us—as customers—make our own judgments about how genuine a corporate apology is.
How Companies Say Sorry
Not all apologies have the same purpose or effect. In the long history of corporate apologies, four key types emerge.
Incomplete apology
An incomplete apology is one that does not fully take responsibility or leaves out essential details, such as how the problem was resolved.
In 2017, Dove launched an advertising campaign that widely criticized as racist. After a wide response, the company released apologystating that he deeply regrets “any offense caused.”
But Dove was subsequently criticized on social media for not fully admitting guilt or explaining how the company would prevent such a mistake in the future. Such an approach risks leaving customers feeling dissatisfied and distrustful.
Ambiguous apology
Apologies employ vague language and excuses to avoid admitting a mistake.
R. Narong/Shutterstock
In 2018, Chinese travelers more payment is required than in other countries, as part of a promotion enabling you to receive a discount voucher for World Duty Free shops at Heathrow Airport.
Shortly after, World Duty Free issued an apology in English and Mandarin, saying it had “taken urgent steps” and “fully informed staff” to provide clarity on how the promotion was conducted.
While World Duty Free’s apology in Chinese was clearly aimed at the “Chinese public”, the English version was not.
This discrepancy has caused a lot of mass media in China to express frustration.
Chinese diary he tweeted:
This statement is disingenuous as it does not explain why Chinese customers had to spend more money nor does it provide a solution to prevent this from happening again.
A duplicate apology can create the impression that a company is trying to avoid responsibility, which is likely to be felt by customers. perceived as dishonest.
Full apology
A full apology includes all the necessary parts: an admission of wrongdoing, acceptance of responsibility, expression of remorse, and a commitment to address the problem quickly. This type of apology helps rebuild trust.
In 1982, Johnson & Johnson faced crisis after it was discovered that some Tylenol capsules contained poison, which led to numerous deaths.
But the company quickly acknowledged the problem and took responsibility for fixing it with massive warnings and recalls. The crisis eventually led to the development of tamper-proof drug packaging.
This comprehensive response helped the brand rebuild its reputation over time.
Extended apology
Extended apologies go even further, including long-term commitments to change and corrective action, such as compensation. This is the style we like to see the most, and it shows that the company is solemn about fixing the situation.
In 2018, Starbucks closed many of its stores to provide employees racial prejudice training after an incident of discrimination.
The company’s lengthy apology showed it was committed to making broader changes and helped rebuild customer trust.
What makes a good apology?
If a company doesn’t fully acknowledge the harm done when something goes wrong, its customers will feel ignored. Vague promises of a solution that lack essential details can also undermine trust.
Three main factors can determine the success or failure of a corporate apology.
Spokesperson
It makes a substantial difference who apologizes. The authority of a high-ranking official, such as a CEO, makes the apology more credible.
In 2018, after it was revealed that Facebook was being used for universal data collectionCEO Mark Zuckerberg he apologized to himselfwanting to convey that the company is solemn about solving the problem.
In turn, choosing a spokesperson who lacks authority and credibility can weaken the power of the apology.
Delivery
How the apology is communicated is also essential. It should be widely communicated through prosperous media channels that are able to reach the affected audience, such as social media, television or the company’s website.
Facebook’s 2018 apology was delivered not only on the site itself, but also before congressional committees, in television interviews and around the world full-page newspaper ads.
timing
Finally, the timing of the apology is key. A quick apology shows that the company is solemn about resolving the issue. A delayed apology can frustrate customers and signal a lack of urgency or that the issue is not a priority.
Showing genuine concern
At the end, corporate apology should be about more than just saying “sorry.” It requires a thoughtful approach that considers what is said, when it is said, who is saying it, and how it is conveyed.
Companies need to be sincere, clear and speedy. This goes to the heart of what is required to rebuild trust – recognising customers and showing them they really care.
