Why ‘sorry’ isn’t enough: How businesses should apologise to their customers

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.

Our research has explored the different kinds of apologies that companies typically offer, and what key factors make a good one.