When ‘Sorry’ just isn’t Enough

Julie Lawford

A sentence that begins with the words, ‘I’m sorry…’ isn’t always an apology.

flower-316437_1280My car, still under warranty and with less than 5,000 miles on the clock, developed what I now understand to be a known fault. The manufacturer (four letters, beginning with F… yes, that other word crossed my mind too) has, it’s entirely fair to say, not been in the least bit helpful.

The manufacturer’s customer service contact centre seems to have scant interest in providing actual customer service and their repertoire of customer care messaging is correspondingly sparse. As the debate over my vehicle developed over several phone calls and I patiently outlined my grievance again and again, I noticed that every response began, with the obstinacy of a stuck record, with the words: “I’m sorry that you feel this way…”

As a wordsmith and professional marketer, I’m alert to the scenario. You know, when what someone

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