Observatoire des droits humains (anglais seulement)

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

(Version anglaise seulement)

par 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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