When a company makes a mistake – such as a marketing misstep or a product failure that leads to a recall – a good apology can make a big difference in how we as customers feel about them.
Things can go wrong for all kinds of reasons. On top of addressing the immediate fallout of something going wrong, a company must be prepared to explain what happened – and in many cases, apologise.
A well-intended, expertly delivered apology can help rebuild trust, while a bad one can often make things worse.
Understanding these nuances can help firms handle crises better and maintain positive relationships with their customers. It can also help us – as customers –make our own judgements about how genuine corporate apologies are.
How companies say ‘we’re sorry’
Not all apologies have the same intention and effect. Across the long history of corporate apologies, four key types emerge.
Incomplete apology
An incomplete apology is one that fails to fully accept responsibility, or leaves out important details like how the problem will be fixed.
In 2017, Dove launched an ad campaign that was widely panned as racist. After extensive backlash, the company issued an apology, saying it deeply regretted “the offence it caused”.
Our research has explored the different kinds of apologies that companies typically offer, and what key factors make a good one.
But Dove was then further criticised on social media for failing to fully admit fault or explain how the company would prevent such a mistake in the future. Such an approach risks leaving customers feeling unsatisfied and distrustful.
Doublespeak apology
A doublespeak apology uses confusing language and excuses to avoid admitting fault.
In 2018, Chinese travellers were required to pay more than those of other nations as part of a promotion to get a discount voucher from World Duty Free at Heathrow Airport.
Soon after, World Duty Free issued an apology in both English and Mandarin, saying it had “taken urgent steps” and “comprehensively re-briefed staff” to ensure the promotion was clear.
While World Duty Free’s apology in Chinese explicitly addressed “the Chinese public”, its English version did not.
This discrepancy caused many media outlets in China to express frustration.
Doublespeak apologies can create the perception a firm is trying to dodge responsibility, which customers are likely to perceive as dishonest.
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.
