{"id":6984,"date":"2026-04-21T03:39:56","date_gmt":"2026-04-20T19:39:56","guid":{"rendered":"https:\/\/moresourcing.com\/when-apologizing-to-customers-hurts-more-than-it-helps\/"},"modified":"2026-04-21T03:39:56","modified_gmt":"2026-04-20T19:39:56","slug":"when-apologizing-to-customers-hurts-more-than-it-helps","status":"publish","type":"post","link":"https:\/\/moresourcing.com\/fr\/when-apologizing-to-customers-hurts-more-than-it-helps\/","title":{"rendered":"Quand s'excuser aupr\u00e8s des clients fait plus de mal que de bien"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"Paragraph-module-scss-module__UwInRW__text\" data-first-paragraph=\"true\">Bien avant que la technologie ne permette aux entreprises d'identifier et de traiter les d\u00e9faillances de service en temps r\u00e9el, Fred Taylor Jr. a gagn\u00e9 un surnom inhabituel de la part d'un journaliste : \u00ab<a href=\"https:\/\/www.nytimes.com\/2007\/03\/18\/business\/18sorry.html#:~:text=DALLAS%20%E2%80%94%20Airlines%20are%20getting%20serious,off%20roughly%2020%2C000%20mea%20culpas.\" class=\"ContentLink-module-scss-module__qKDjGa__anchor\">Chief Apology Officer<\/a>\u00bb. Chez Southwest Airlines, il a d\u00e9fendu une id\u00e9e alors radicale : ne pas attendre que les clients se plaignent. Au lieu de cela, constituer une \u00e9quipe qui contacte d'abord, reconna\u00eet les perturbations et s'excuse avant que la frustration ne d\u00e9borde.<\/p>\n<\/div>\n<p><script async=\"\" defer=\"\" crossorigin=\"anonymous\" src=\"https:\/\/connect.facebook.net\/en_US\/sdk.js#version=v19.2&amp;appId=1761258887507575&amp;xfbml=false&amp;status=true\"><\/script><\/p>\n<p>#Excuses #Clients #Fait #Mal #Bien<\/p>","protected":false},"excerpt":{"rendered":"<p>Bien avant que la technologie ne permette aux entreprises d'identifier et de traiter les d\u00e9faillances de service en temps r\u00e9el, Fred Taylor Jr. a gagn\u00e9 un surnom inhabituel de la part d'un journaliste : \u00ab Chief Apology Officer. \u00bb Chez Southwest Airlines, il a d\u00e9fendu une id\u00e9e alors radicale : ne pas attendre que les clients se plaignent. Au lieu de cela, constituer une \u00e9quipe qui contacte d'abord, reconna\u00eet les perturbations et s'excuse avant que la frustration [&hellip;]<\/p>","protected":false},"author":1,"featured_media":6985,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-6984","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v25.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>When Apologizing to Customers Hurts More Than It Helps - MORE SOURCING LTD<\/title>\n<meta name=\"description\" content=\"Technology now lets firms detect service failures and issue instant apologies at scale. But across five studies, including a large field experiment with a food delivery company, researchers found that apologizing when customers are unaware of a failure can backfire\u2014reducing satisfaction, trust, recommendations, repeat purchases, and revenue. The research finds that this is because apologies increase customers\u2019 awareness that something went wrong and label it as a \u201cfailure,\u201d often overshadowing any warmth or honesty they signal. By contrast, when customers already recognize a problem or complain, apologies help. Leaders must design policies that consider timing, customer awareness, complaints, and legal or ethical obligations in order to maintain customer satisfaction and loyalty.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/moresourcing.com\/fr\/when-apologizing-to-customers-hurts-more-than-it-helps\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When Apologizing to Customers Hurts More Than It Helps\" \/>\n<meta property=\"og:description\" content=\"Technology now lets firms detect service failures and issue instant apologies at scale. But across five studies, including a large field experiment with a food delivery company, researchers found that apologizing when customers are unaware of a failure can backfire\u2014reducing satisfaction, trust, recommendations, repeat purchases, and revenue. The research finds that this is because apologies increase customers\u2019 awareness that something went wrong and label it as a \u201cfailure,\u201d often overshadowing any warmth or honesty they signal. By contrast, when customers already recognize a problem or complain, apologies help. 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But across five studies, including a large field experiment with a food delivery company, researchers found that apologizing when customers are unaware of a failure can backfire\u2014reducing satisfaction, trust, recommendations, repeat purchases, and revenue. The research finds that this is because apologies increase customers\u2019 awareness that something went wrong and label it as a \u201cfailure,\u201d often overshadowing any warmth or honesty they signal. By contrast, when customers already recognize a problem or complain, apologies help. 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