Life
Briefing: The customer might always be right, but apologies actually backfire in customer service
Strategic angle: A new study reveals that saying 'I'm sorry' may not be the best approach in customer service.
editorial-staff
1 min read
Updated 29 days ago
Research indicates that customer perceptions can be negatively impacted by apologies, challenging the conventional wisdom that they are always beneficial.
The findings, published on March 13, 2026, call for a reevaluation of current customer service frameworks, particularly regarding response strategies to service failures.
Service operators should consider the implications of this research on their operational protocols and customer interaction methodologies.