When results came in from the annual customer survey, Richard was shocked. What could be offensive about apologies?

While he’d always been trained that apologizing to customers was a mark of polite professionalism, apparently not everyone felt the same. One response read “Richard is great but he’s always telling us that he’s sorry about something. It’s a real turn-off.” Yikes!

In the old school sales approach, over-apologizing to an always-right customer may have been the way to go. Now, however, Richard was discovering that customer sentiment and expectations had changed. Although customers might have been too polite to tell him in person, the anonymous survey results were pretty direct. He needed a new approach.

Four reasons why over-apologizing is bad for CX

Suspecting that younger consumers were behind this trend, Richard decided to do some research. He connected with Pia, a GenZ colleague, to check in on her opinions about apologies and customer-centricity in the sales process. She had plenty to say.

1. “It can get distracting.”

Most of us operate in a self-serve manner when interacting with a brand or business. When I choose to interact with a sales rep or any team member, it’s because I am looking for specific value. When you keep apologizing instead of offering me that value in a fast and concise manner, it feels like you are trying to distract me from my actual challenge. I am just expecting prompt, relevant insights and solutions.

2. “It keeps you from being an equal partner.”

We are moving towards an equitable world. And we want to do business with companies who share this vision. Unless you have made a mistake, why would your company want you to apologize to me or for that matter, any other customer? As a professional, when you give into such a culture, it also reflects on how you view your role and relationship. I expect you to be the expert and while empathy is key, I am not sure if that sits well with constant apologizing. It just makes it seem like you are not sure about what you bring to the table.

3. “It feels unauthentic.”

There is value to a genuine apology. But when you make a routine out of apologizing, it seems scripted. And that undoes a lot of the value behind a well-intentioned apology. The worst thing? It makes it difficult for me to tell when I should take an apology for real. There is a difference between respect and courtesies, which feels lost in a culture of templated apologies. Authenticity is a big deal to me as a consumer, especially with so many brand I can choose from.

4. “It doesn’t feel personal.”

Who doesn’t love a good apology? If anything, some of my most memorable CXs are built on it. But when it is generic, and not connected to my specific pain point, it fails to resonate. At times, it makes me wonder if I should take my business to another brand that is more invested in making sense of my journey. I expect personalization in every context, including when an apology is due and when it might come across as small talk.

4 ways to avoid over-apologizing

Pia’s responses made Richard sit back and realize what had gone wrong. He consulted a CX partner to make things right. In addition to the advice to consider an end-to-end CX management system to collect continuous feedback, here are the recommendations he received to improve customer-centricity in daily interactions.

1. Listen with intent.

As customers consent to data, they expect businesses to use it for effective listening and understanding. Integrate your CRM with a layer of CX management. This is key to listening in a responsive manner. Little else is as upsetting for customers when they feel unheard or worse, less understood. This calls for you to invest in a CX management system that goes beyond traditional metrics. You need access to the Voice of the Customer to listen as intuitively as when you are face-to-face.

2. Let your actions speak.

Customers can see through templated talk. When you discover negative or neutral customer sentiment, don’t rush with a standard apology and delayed or no action. This calls for CX analytics that comes with Key Driver Analysis. It lets your team discover key opportunity areas for maximum impact without losing time. This approach lets you work prompt resolutions without stretching resources. Remember, there is a thin line between customer experience and customer support.

3. Reach out regularly.

When you miss an obvious and critical piece of information, over-apologizing can seem the only way out. And yet, it is unlikely to be effective for the customer. Opt for omnichannel engagement to capture customer feedback at pivotal moments in the journey. This works at multiple levels – fluid access to customer feedback, enhanced customer trust, and opportunities for proactive innovation to drive business growth.

4. Align your workflows.

Apologies about operational bottlenecks are not pleasant for you or the customer. Consider a CX platform that offers integrations with top CRM systems. This way, everyone on the team has smooth access to CX data and drivers. It also makes it easier for everyone across teams to see the value that end-to-end CX management has to offer.

Nipping the need for over-apologizing

Richard realized what he had been doing wrong. While his apologies came from a place of customer-centricity, a data-first environment had changed the context. From an annual customer survey to an ongoing feedback flow, he knew he needed more information to be able to respond to customer experiences in real time. Once his team was on board, they rolled out an end-to-end CX management solution. Within weeks, his customers were able to see a shift in the approach.

Richard was speaking the proactive language they much preferred. Whether frequently soliciting feedback on potential launches or tuning into new, emerging sentiments, he was now equipped with the right tools to make customers feel special.

Keep in mind: A fresh approach to apologies is important across the board, from internal conversations to personal relationships. Over-apologizing can hurt employee experience, too! Professional development programs must build upon stakeholder feedback to ensure that team members have the skills required to determine when and how to use authentic apologies.

Are you ready to deepen your understanding of customer feedback to transform your approach? Learn how SogoCX, our end-to-end customer experience management platform, can make this an effortless exercise for you. Connect with our team today!