Why Your Customer May Not Want To Hear A “Sorry”

  • I am sorry you feel that way.
  • I am sorry if you are offended.
  • Mistakes were made.
  • It is unfortunate that things turned out this way.
  • Legitimize the other person’s feelings. Example: “that must have been frustrating for you.”
  • Use minimal encouragers. Example: “I see”, “I understand“, and “I hear you” Periodically paraphrase. Example: “I’m sorry you’re feeling X because we did Y”.
  • Resist the temptation to “fix it” Though it’s your job to eventually patch everything up, this instinct should kick in after the apology.



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