How you apologize is your humanity litmus test. How you remove the pain and make peace with your customers shows the true colors of your company more than almost any other situation.
In a thoughtful and well-executed apology, the focus is on restoring and preserving the relationship; it’s about the people impacted and the human connection with them. Companies that are beloved don’t take apologizing as admitting defeat. It’s part of the journey toward becoming a better company.