{"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\/ru\/when-apologizing-to-customers-hurts-more-than-it-helps\/","title":{"rendered":"When Apologizing to Customers Hurts More Than It Helps"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"Paragraph-module-scss-module__UwInRW__text\" data-first-paragraph=\"true\">Long before technology enabled firms to identify and address service failures in real time, Fred Taylor Jr. earned an unusual nickname from a reporter: \u201c<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>.\u201d At Southwest Airlines, he championed a then-radical idea\u2014don\u2019t wait for customers to complain. Instead, build a team that reaches out first, acknowledges disruptions, and says sorry before frustration boils over.<\/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>#Apologizing #Customers #Hurts #Helps<\/p>","protected":false},"excerpt":{"rendered":"<p>Long before technology enabled firms to identify and address service failures in real time, Fred Taylor Jr. earned an unusual nickname from a reporter: \u201cChief Apology Officer.\u201d At Southwest Airlines, he championed a then-radical idea\u2014don\u2019t wait for customers to complain. Instead, build a team that reaches out first, acknowledges disruptions, and says sorry before 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\/ru\/when-apologizing-to-customers-hurts-more-than-it-helps\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\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. 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 property=\"og:url\" content=\"https:\/\/moresourcing.com\/ru\/when-apologizing-to-customers-hurts-more-than-it-helps\/\" \/>\n<meta property=\"og:site_name\" content=\"MORE SOURCING LTD\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-20T19:39:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/04\/Apr26_21_148340909.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"MS\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u041d\u0430\u043f\u0438\u0441\u0430\u043d\u043e \u0430\u0432\u0442\u043e\u0440\u043e\u043c\" \/>\n\t<meta name=\"twitter:data1\" content=\"MS\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/moresourcing.com\/when-apologizing-to-customers-hurts-more-than-it-helps\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/moresourcing.com\/when-apologizing-to-customers-hurts-more-than-it-helps\/\"},\"author\":{\"name\":\"MS\",\"@id\":\"https:\/\/moresourcing.com\/#\/schema\/person\/2c9a233f0ad18413717419291cacdf69\"},\"headline\":\"When Apologizing to Customers Hurts More Than It Helps\",\"datePublished\":\"2026-04-20T19:39:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/moresourcing.com\/when-apologizing-to-customers-hurts-more-than-it-helps\/\"},\"wordCount\":72,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/moresourcing.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/moresourcing.com\/when-apologizing-to-customers-hurts-more-than-it-helps\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/04\/Apr26_21_148340909.jpg\",\"articleSection\":[\"Management\"],\"inLanguage\":\"ru-RU\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/moresourcing.com\/when-apologizing-to-customers-hurts-more-than-it-helps\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/moresourcing.com\/when-apologizing-to-customers-hurts-more-than-it-helps\/\",\"url\":\"https:\/\/moresourcing.com\/when-apologizing-to-customers-hurts-more-than-it-helps\/\",\"name\":\"When Apologizing to Customers Hurts More Than It Helps - MORE SOURCING LTD\",\"isPartOf\":{\"@id\":\"https:\/\/moresourcing.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/moresourcing.com\/when-apologizing-to-customers-hurts-more-than-it-helps\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/moresourcing.com\/when-apologizing-to-customers-hurts-more-than-it-helps\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/04\/Apr26_21_148340909.jpg\",\"datePublished\":\"2026-04-20T19:39:56+00:00\",\"description\":\"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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