How many times do you have a problem with a company and all you want is an apology. And they say everything but “I’m sorry.”
When you screw up:
- Take responsibility.
- Apologize for real. No mealy, bullshit, weasel words, like “we’re sorry that you feel that way.”
- Do it fast.
Here’s a great example from Amazon’s Jeff Bezos, quoted in Mashable:
In response to Amazon’s controversial move last week to remove specific copies of George Orwell books from Kindles, Amazon CEO Jeff Bezos apologized on the Kindle forums today, calling the decision “stupid, thoughtless, and painfully out of line with our principles.”
That’s the proper, honorable way to do it.