Perfect Business Apologies
Reconsidered
The legal implication of any business apology (even perfect business
apologies) obviously depend on the
details of the cases in question, but there are several important caveats
that should be considered before moving forward. Some of the more important
issues were covered in the June, 2006 edition of INC. Magazine.
The most challenging part of selecting the right strategy is how to
balance probabilities: the probability that the apology will avoid a law
suit (and improve the relationship with the client) versus the probability
that it might lead to one. Keeping track of whether your clients fall into
the potentially litigious category is never easy.
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In most cases a well timed and effective apology often enhances the
relationship with a client, but even perfect business apologies can occasionally backfire—most
often in situations in which a company representative apologizes for failing
to meet a contractual obligation.
Some U.S. states, as the
INC. Magazine article points out, can treat "I'm sorry" as "I'm guilty."
The first piece of advice in potentially serious cases, then, is to speak to
an attorney.
With respect to variations on the apology-lawsuit theme, consider the
following two recommendations included in the INC. Magazine article:
First, apologies can, on occasion, be considered an "admission of
guilt," so be very careful if this is a serious consideration in your
case.
Second, phrase your apology in the context of being sympathetic ("I'm
sorry you were hurt") rather than responsible ("I'm sorry that I hurt
you").
Of course, a significant majority of typical business cases and related
business apologies are not ones in which litigation is a serious concern. And in most
of these cases the observations, strategies and
recommendations outlined
here are perfectly appropriate.
We at PerfectApology.com remain
convinced that a proactive approach to business apologies
will produce better results. David Neeleman CEO of JetBlue Airways seems
to agree. He turned a disastrous situation
into a marketing opportunity by extended the perfect business apology.
Here's
another
example to illustrate the benefits of business apologies. Or, you can
read our review of the case study here.
Learn more about Business Apologies.
Or return to...
The Perfect Business Apologies Home Page
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