AA-ISP Training Tuesday: The Science of Customer Apologies

Author: Doug Hutton
Posted: March 14th, 2023

Back To Knowledge Center


Supply chain disruptions, corresponding shortages, and the “great reshuffling” of the labor market have led to an exceptionally arduous business environment.

No matter how you spin it, telling a customer “I’m sorry” is never easy. So, is it possible to effectively handle a crisis right away and rescue the relationship all while advancing it to an even higher level?

Join Doug Hutton, EVP Customer Experience, to learn a clear and consistent apology framework you can begin using right away to positively influence customer goodwill and even increase their loyalty in the process.

Specifically, you’ll learn how to:

  • Apply the results of an academic behavioral research study conducted with 500 B2B decision makers.
  • Use precise message choreography to recover from critical service failures.
  • Avoid a “just-the-facts” approach that proves to be the least effective way to apologize.



Sales Tips, Sales Training


Communication, Follow ups, Advertising, Face to Face, After Meeting, Guidance, Learning, Best Practices, Interaction