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The Times

More than just ‘we’re sorry’ – how companies can make apologies we will actually believe

  • Written by Park Thaichon, Associate Professor of Marketing, University of Southern Queensland
More than just ‘we’re sorry’ – how companies can make apologies we will actually believeNicoElNino/Shutterstock

When a company makes a mistake – such as a marketing misstep or a product failure that leads to a recall – a good apology can make a big difference in how we as customers feel about them.

Things can go wrong for all kinds of reasons. On top of addressing the immediate fallout of something going wrong, a company...

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