The perfect apology

We all know that effective leaders admit and learn from their mistakes, but admitting that we were wrong can be hard to do well. And if we’re taking ownership for an error related to work that was done under our leadership it can be even trickier.

On a website devoted to The Perfect Apology, the authors say that in a business setting, a good apology “will help solidify relationships with existing customers, acquire new ones, enhance customer confidence and improve overall loyalty to the brand.”

As an example, they analyze an apology given by JetBlue Airline after a particularly difficult week that included multiple delays and missed connections. The authors say it includes the key elements of an effective apology:

  1. It starts by expressing appropriate humility and remorse.
  2. It gives a detailed account of what happened and takes responsibility. In this case, the delays were caused by a severe winter storm, but the company didn’t try to minimize the effects of what happened.
  3. It offers restitution and proposes a Consumer Bill of Rights to remedy the situation in the future.
  4. It ends by saying that the airline values customer relationships and hopes to do business again in the future.

We could say that the experiences of an airline CEO don’t relate to us in higher education. We don’t sell tickets or compete for customer flight miles. We don’t seek customer brand loyalty (or do we?). But we all know that higher education isn’t perfect. People and organizations make mistakes, and leaders have to take responsibility. Is there anything we can learn from this example?

Dee Anne Bonebright

 

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