A podcast to discuss where, and how, United moves on from their incident.
Learn the story of how you say, “Sorry.” Beloved companies don’t consider the job done until the emotional connection with customers is restored. They make it right. They turn “recovery” into an opportunity that says to customers, “Who else would respond this way?”
All decisions contribute to the delivery of a meaningful apology. Your apology (how you say sorry) is your humanity litmus test. It’s unavoidable that at some point, your business will suffer a failure that disappoints customers. How your company reacts, explains, removes the pain, and takes accountability for actions signals how you think about customers, and the collective heart of your organization.
The measure of your company is determined in the moments of recovery. And beloved companies obsess over every moment of these situations because they know that customers are keeping score.
When a beloved company apologizes for something that goes wrong, the intent and motivation is to make customers whole—to earn the right to continue the relationship. Their genuine apology transforms into an opportunity that enables customers to think, “Who else would respond this way?”
Apologies to customers get tossed about freely when things go wrong. But there’s more to an apology than “I’m sorry,” there’s a foundation that supports it and actions that repair the emotional connection. Does your apology have the essential components that give it meaning?
Apologizing well for operational gaffes, service blunders, and widespread missteps drives company prosperity because these apologies, when done well, strengthen the bond between customer and company.
The delivery of products and services — and in many cases, the creation of them — is a human activity. Because we are human, we have good days and bad days. Customers get that more than companies give them credit. When things escalate, it’s often because the blunders seem to be purposefully swept under the rug, and a company doesn’t genuinely apologize and work to make things better.
When you apologize, is it genuine? Is this your finest hour? Saying sorry is about accepting accountability. You repair the connection with humility and remorse.
If you want to be the best in customer service, then you need to be proactive about customer recovery. You can’t wait for customers to tell you about a problem. You need to be ahead of them everyday to find the problem and fix it. This means having a proactive recovery plan.