Workplace

Apologies often are not at the top of a leader's to-do list. However, faced with challenges such as weather, scheduling, labor and material availability, and workmanship, roofing contractors can make mistakes and become exposed to customer dissatisfaction in the form of complaints or even lawsuits. Justified or not, customers can go to great lengths to get your attention. How you respond to them can mean the difference between keeping a customer and visiting a courtroom.

Learning to apologize

Apologies are a means of communicating to customers that you hear them and care about their problems. During the past decade, the medical field has acknowledged the power of an apology to reduce liability claims associated with medical errors. The University of Michigan Health System instituted an apology program for mistakes in 2002. Since that time, annual attorneys fees have been cut to one-third of preprogram levels, and lawsuits and notices of intent to sue have been cut in half.

However, business leaders face special challenges when it comes to apologies. Apologies can be difficult, humiliating and risky. Leaders who are expected to appear strong and competent often believe their reputations are threatened when they make apologies. Apologies also can encourage legal action when taken as admissions of guilt. For these reasons, take apologies seriously and mete them out carefully.

According to Barbara Kellerman, James McGregor Burns Lecturer in Public Service for the Center for Public Leadership at Harvard University's Kennedy School of Government, apologies can serve a couple of purposes, including:

• Individual purpose. A business leader may make a poor decision that affects the work force or its productivity. An apology encourages employees or other followers to forgive and forget.
  
  
• Institutional purpose. In this case, a leader or someone else in the organization makes a mistake or commits a wrongdoing. When customers are not affected—for example, a problem was caught before any harm was done—an apology can serve to increase cohesion internally and enhance reputation externally. And when others are hurt because of the actions of someone in the organization, the apology can help repair relations with injured parties.

However, not all apologies are created equal. "I'm sorry you are unhappy with us" rings hollow and indirectly places the reason for the dissatisfaction back on the unhappy customer or employee.

To be effective, the person who apologizes must be timely when acknowledging the mistake, accept responsibility, promise the mistake will not happen again and express regret.

For example, consider this apology: "I'm sorry we didn't find the source of the leak in your roof. I'm sending over my best roofing worker today to take care of it. And don't worry—I'll replace the ruined chair."

Proper apologies can diffuse anger and signal to the receiver the complaint was heard. They can reduce frustration and increase openness to problem solving. Sincere apologies coupled with redemptive action can reduce disgruntled customers' or employees' anger, as well as their desires to "get even."

Sincerity counts

Before you try apologies in your workplace, consult your attorney. An apology's wording can mean the difference between inviting a lawsuit and diffusing an unfortunate situation. You also should weigh the costs and benefits of apologizing and consider that overuse of apologies eventually will diminish their effectiveness. The key is to establish a sincere opportunity to make amends without opening legal floodgates or chasing your customers away. When used properly, apologies can transform mistakes into opportu­nities to move forward.

Karen L. Cates, Ph.D., is a professor of management at Monmouth College, Monmouth, Ill., and an adjunct faculty member at Evanston, Ill.-based Northwestern University's Kellogg School of Management.