Forget swine flu, we are suffering an epidemic of apologies.
Let’s see. Michael Vick recently apologized for financing a dog-torturing business, though as some commentators have noted, he’s apologized to everyone but the dogs. Congressman Joe Wilson of South Carolina apologized for calling President Obama a liar, but he has also recently said that he has no intention of apologizing any further (but then, considering the money and fame that has come his way since the outburst, why would he?) Finally, singer Kanye West has said he is “SOOOOOO SORRY” for acting like a jerk on national TV, which happened (by sheer coincidence, I’m sure) the day before West was to be a guest on the debut of the new Jay Leno show.
Honestly, if these folks should apologize for anything, it’s for their lousy apologies. They reek of insincerity and self-centeredness. It seems many of us have lost the art of sincerely expressing regret over our actions. This has implications for the business world, since the ability to apologize sincerely and credibly is an important component of relationship-building with customers.
Research backs up this claim: in the healthcare arena, for example, a growing body of evidence suggests that when doctors and hospitals apologize to patients who have experienced a medical error, the likelihood of a malpractice suit being filed declines. Most people don’t expect perfection, but what makes them even angrier than the mistake is the denial and evasion of responsibility they so often get.
It shouldn’t be this hard. At its core, an apology is recognition of the value of the other person. In business, that other person is your customer, your patient, your student, your stakeholder—in other words, the reason your organization exists. And when these constituents feel that your organization truly values them—and values them so much that you are willing to admit when you’ve made a mistake—you are building the relationship with your customer that is central to your business's success.
Some might bemoan that our current culture generates so many opportunities for politicians, athletes, and celebrities to behave boorishly. I have no idea if the “good old days” were any better. But what does seem clear is that many apologies aren’t what they need to be. I’m sorry about that.
