Further to the ongoing dialogue about the wisdom of apology programs, there is an interesting article in the latest issue of Business Week magazine (10/12/09, p. 22) talking about when it pays to apologize. According to a study done by the British Nottingham School of Economics, the best way to defuse customer complaints is a simple apology. This even works better than a cash rebate.
The study showed that e-mailed apologies were effective even when they were brief and impersonal. The study concluded that, apologies trigger a biological instinct to forgive that is hard overcome.” Think of what impact the apology might have if it was more detailed and personalized.
This may have implications for risk management and claims handling, though there will certainly be reservations from the attorneys to avoid such communications.
Is there a way to apologize without acknowledging blame, liability or culpability, though?
