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Apologize like you mean it

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:

  1. Take responsibility.
  2. Apologize for real. No mealy, bullshit, weasel words, like “we’re sorry that you feel that way.”
  3. 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.

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  1. Nate Bagley June 10, 2011 at 9:47 am #

    It’s amazing how many people do not understand the power of a simple and sincere apology.

    Working as the face of an international company, aside from the apology, there are 2 other little things I like to do to ensure a guest’s happiness.

    1) Fix the problem internally so it doesn’t happen again.
    2) Fix things with the customer so they are happy with my brand.

    It ALWAYS requires far less money, time, and effort to save a customer than it does to acquire a new one.

    Just make it right. Surprize, and delight.

    (Oooh, that rhymed. Can I trademark that?)

  2. Al Pittampalli June 10, 2011 at 10:34 am #

    Yup. That’s the key, is swallowing your pride. Real apologies don’t sound rehearsed…they’re just simple straight talk. Hard to do sometimes, but really remarkable when it happens.

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