Explain what went wrong

It’s vital to provide a full account of what the company did wrong. Researchers Roderick Kramer and Roy Lewicki found that, when apologizing for a competence problem, a full and detailed account of actions committed by a company is much more persuasive than one that, for example, attributes the problem to factors outside the company.

Details show a level of understanding of the mistakes that were made, helping concerned parties trust that the company knows what it did wrong.

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