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.
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.
But Dove was then further criticised on social media for failing to fully admit fault or explain how the company would prevent such a mistake in the future. Such an approach risks leaving customers feeling unsatisfied and distrustful.
Doublespeak apology
A doublespeak apology uses confusing language and excuses to avoid admitting fault.
In 2018, Chinese travellers were required to pay more than those of other nations as part of a promotion to get a discount voucher from World Duty Free at Heathrow Airport.
Soon after, World Duty Free issued an apology in both English and Mandarin, saying it had “taken urgent steps” and “comprehensively re-briefed staff” to ensure the promotion was clear.
While World Duty Free’s apology in Chinese explicitly addressed “the Chinese public”, its English version did not.
This discrepancy caused many media outlets in China to express frustration.
Doublespeak apologies can create the perception a firm is trying to dodge responsibility, which customers are likely to perceive as dishonest.
