When a company makes a mistake – such as a marketing misstep or a product failure that leads to a recall – a good apology can make a big difference in how we as customers feel about them.
Things can go wrong for all kinds of reasons. On top of addressing the immediate fallout of something going wrong, a company must be prepared to explain what happened – and in many cases, apologise.
A well-intended, expertly delivered apology can help rebuild trust, while a bad one can often make things worse.
Our research has explored the different kinds of apologies that companies typically offer, and what key factors make a good one.
Understanding these nuances can help firms handle crises better and maintain positive relationships with their customers. It can also help us – as customers –make our own judgements about how genuine corporate apologies are.
How companies say ‘we’re sorry’
Not all apologies …