AA-ISP Training Tuesday: The Science of Customer Apologies

March 14th, 2023

12:00pm - 1:00pm EST/EDT

Supply chain disruptions, corresponding shortages, and the “great reshuffling” of the labor market have led to an exceptionally arduous business environment.

No matter how you spin it, telling a customer “I’m sorry” is never easy. So, is it possible to effectively handle a crisis right away and rescue the relationship all while advancing it to an even higher level?

Join Doug Hutton, EVP Customer Experience, to learn a clear and consistent apology framework you can begin using right away to positively influence customer goodwill and even increase their loyalty in the process.

Specifically, you’ll learn how to:

  • Apply the results of an academic behavioral research study conducted with 500 B2B decision makers.
  • Use precise message choreography to recover from critical service failures.
  • Avoid a “just-the-facts” approach that proves to be the least effective way to apologize.


All will have the ability to turn on video, unmute to ask questions, and fully participate in this unique training opportunity. Breakouts may be utilized during the session for hands-on application of the lessons learned.


This AA-ISP training session is a benefit of AA-ISP Membership. If you are not yet an active member, you are invited to attend one session as our guest. Can't join live?  No problem, register anyway to receive the playback information!

During the scheduled presentation, if you are experiencing any trouble connecting or accessing the session, please Click here to contact Zoom Support or visit https://support.zoom.us.

Feel free to contact us with any questions at memberservices@aa-isp.org or call 1-800-604-7085 ext 130.

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