It’s surprising to me how few companies know how to apologize. The problem isn’t limited to the executives of corporate America, of course. I believe it’s endemic to our society, and perhaps no more clearly than among those who should be our role models. From Barry Bonds to Brett Favre, from Bill Clinton to Anthony Weiner, our public figures seem to prefer denial (some might call it lying) to acceptance of responsibility (at least initially). And when they do apologize, as Netflix CEO Reed Hastings did – sort of – that admission of responsibility so often comes across as insincere.
But criticizing corporate executives (and celebrities) is not the focus of this blog post. Instead, I want to use this space to highlight and celebrate one company that in my opinion got it right: FedEx.
This video achieves what I believe are the 7 essential steps of a true apology:
1. Listen attentively to understand the perspective of the person who feels harmed.
2. Acknowledge actions and errors in judgment.
3. Apologize for actions; actually say the words, “I’m sorry.”
4. Offer to make amends.
5. Articulate what you’ve learned from this experience.
6. Describe the changes you will make to prevent this from happening again.
7. Follow through.
In the FedEx video, you’ll see that each one of these steps was followed. I especially like the way FedEx has begun to use this video “as a learning opportunity” (step 5) and a “constant reminder of the importance of earning your trust with every delivery” (step 6). FedEx promises to “use this unfortunate incident to be an even better service provider to you” (step 7). Bravo, FedEx. Well done.
Look, we all mistakes. Companies that recognize their errors and take responsibility often stand to gain much more in good will than they lost through the initial harm they caused. And I’m happy to say that I’m not the only one who thinks that.
Special thanks to Andy Sernovitz, and his excellent weekly e-newsletter, Damn, I Wish I’d Thought of That! #865, where I originally learned of this story.
Great reminder. I wish politicians could follow this outline. Rather than moaning the lack of civility in political discourse perhaps the opposing side could just listen for a minute and not try to savage every minor error. even following this guideline opponents would drown any type of apology in self-righteous indignation and calls for removal because of being an imperfect human.
Hear hear!