 OUR TAKE -
Chief Apology Officer - Really?
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When defeat comes, accept it as a signal that your plans are not sound, rebuild those plans, and set sail once more toward your coveted goal.
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Napoleon Hill
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The majority of responding CRMAdvocate readers to yesterday's question - do you employ professional apologizers? - weighed in with a resounding "no." While many may not employ professional apologizers because they had never thought about it before, those who responded to the question often stated they believe the idea is bad business.
While I appreciated the gesture of designated apologizers when the experience goes south, I simply do not understand why an airline or most organization for that matter wouldn't move the position to the front line of the customer experience as it unfolds. Why does it take a chief apology officer (CAO) removed from the moment when there are more involved and invested employees in contact with the customer?
One reader responded, "If there is something we need to apologize for, we will just do it. An apology is not something to be happy about. If a company is going to apologize, be real about it. If it is something that is really on your heart to do, then the words will come and the perception will be sincere. CAO? Really?"
Do you agree? What's your take?
Gary Lemke, Publisher
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