Saying Sorry is Good for Your Business
I first heard this story on Radio 5 and it’s here in full in the Daily Mail.
Nottingham University does a lot of excellent research and this detailed study shows how a simple apology can be better than offering unsatisfied customers a cash payout. The experiment was interesting too, in that it was carried out using a company that made sales on eBay. I wonder how much other good research can be performed in this manner?
The levels of satisfaction were actually 42% with an apology and 23% when a cash payout was offered. So it wasn’t just a small difference!
A couple of months ago, I wrote a post talking about the service I got with a freezer from John Lewis.
So perhaps things are getting a lot better.
They may be in commercial companies, but we will really only have completed the customer-relations revolution, when the various Agencies of the Government get their customer focus perfect. There are ones that are good, but there are others that are terrible.
Get it right and it could help the next government govern for a long time.
An interesting aside to saying sorry, is that an old friend used to run a large hospital department. They implimented an immediate sorry-policy and it cut the level of complaints drammatically.
The Anonymous Widower 