Full apology

A full apology includes all the necessary parts: admitting to a mistake, accepting responsibility, expressing remorse and committing to promptly address the issue. This kind of apology helps rebuild trust.

In 1982, Johnson & Johnson faced a crisis after some Tylenol capsules were found to be laced with poison, leading to a number of deaths.

But the company quickly admitted there was a problem and took responsibility for fixing it with mass warnings and recalls. The crisis ultimately led to the development of tamper-proof packaging for medications.

Such a thorough response helped the brand restore its reputation over time.

Extended apology

An extended apology goes even further by including long-term commitments to change and corrective action, such as compensation. This is the style we most like to see, and shows a company is serious about making things right.

In 2018, Starbucks closed many of its stores to provide staff with racial bias training after an incident of discrimination.

The company’s extended apology showed a commitment to broader change and helped rebuild customer trust.

What makes for a good apology?

If a company doesn’t fully acknowledge the harm caused when something goes wrong, its customers will feel ignored. Vague promises to fix an issue that lack meaningful details can also undermine trust.

Three key factors can make or break a corporate apology.

Spokesperson

Who delivers an apology matters a lot. The authority of a top official, such as the chief executive, makes the apology more believable.

In 2018, after it emerged Facebook had been used for widespread data harvesting, chief executive Mark Zuckerberg apologised himself, intending to convey the company was serious about fixing the problem.

In contrast, choosing a spokesperson who lacks authority or credibility can weaken an apology.

Delivery

How an apology is delivered is important, too. It should be communicated broadly through rich media channels that are specifically able to reach the affected audience, such as social media, television or a company’s website.

Facebook’s 2018 apology was delivered not only on the site itself, but also before congressional committees, in television interviews and across full-page newspaper ads.

Timing

Finally, the timing of an apology is crucial. Apologising quickly shows the company is serious about fixing the issue. Delayed apologies can frustrate customers and signal a lack of urgency or that an issue isn’t a priority.

Showing genuine care

In the end, a corporate apology should be about more than just saying “we are sorry”. It requires a thoughtful approach that considers what is said and when, who says it and how it’s delivered.

Companies need to be sincere, transparent and quick. This goes to the very heart of what’s required to rebuild trust – acknowledging their customers and showing that they genuinely care.