More than just ‘we’re sorry’ – how companies can make apologies we will actually believe

By Park Thaichon, Associate Professor of Marketing, University of Southern Queensland
Sara Quach, Senior Lecturer in Marketing, Griffith University

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…

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