Broadchoice.com: A trustworthy apology

It is a matter of fact that we are destined to fail many a time. One of the most important facets in business today is for those that lead, to acknowledge this very simple but overlooked fact and prepare to deal with the results of failure. Having acknowledged the inevitable, it should bring you comfort and assurance that failure is actually a great thing. Most relationships are strengthened by the positive way in which people deal with failure.

I can’t recall where I heard this, but it stuck in my mind – an apology is worth little if nothing else is offered. In this particular case, an assurance was offered in the most humble and authentic way. Though this may seem so blindingly obvious to many, how many times have you come across this? For me it is rare and that’s why I chose to blog it.

I received this email yesterday from Broadchoice.com regarding their Workspace application online:

Dear Workspace User,

As you may have noticed, we had an issue with one of our security certificates yesterday afternoon. This issue has been resolved and Workspace is behaving normally now. If you are still experiencing this issue, please restart Workspace. Be assured that during this time, your information was still fully secure and was never at risk.

We take security very seriously, Workspace is a fully encrytped solution that uses multiple levels of security. One of the certificates that is part of our security systems expired earlier than we had anticipated. We have renewed this certificate and have implemented processes to ensure that this won’t happen again.

Thank you for your continued interest in Workspace. We look forward to working with you in the future and appreciate any feedback that you may have.

If you have any questions or concerns, please contact me.

Tim Davis
Director of Support
Phone: 650.xxx.xxxx
Email: xxxxx@broadchoice.com

It is to me a simple yet complete apology:

1. Identify the mistake/error/problem – no bullshit, no PR and no spin (deliberately separated PR and spin as PR has come into a lot of undeserved heat as of late) “…we had an issue with one of our security certificates”
2. Never assume the problem is totally resolved – life is complex so is the internet and so is business, not to mention each person’s interpretation of “resolved” “. ..if you are still experiencing this issue” and “If you have any questions or concerns, please contact me”
3. Assure those affected that there was never any risk (if that is the case). Alternatively, ensure you come clean with any possible consequences especially if you believe that even though the risk is possible, internally you are assured that no one was affected.  “…. Be assured that during this time, your information was still fully secure and was never at risk”
4. Follow this type of assurance with facts and explain how and why there is/was never any risk “…Workspace is a fully encrytped solution that uses multiple levels of security”
5. Come clean and be truthful however stupid the mistake may seem. No one is perfect and no one expects you to be perfect. Not only does it show your human side but it helps those affected understand why in fact it most probably will never happen again. Never forgot to pay something only to have the service suspended? How silly was that? “…one of the certificates that is part of our security systems expired earlier than we had anticipated.” Duh! How stupid. Kind of feel sorry for them – could have happened to me. A humbling experience.
6. Resolve the issue immediately and then communicate it “…we have renewed this certificate”
7. Back up your guarantee that this will not happen again “…and have implemented processes to ensure that this won’t happen again.” It shows that you have not underestimated the importance of each detail of your business.
8. Thank your users, reiterate their importance for your business and invite feedback “…thank you for your continued interest “ and “we look forward to working with you in the future” and “appreciate any feedback that you may have”. Many companies do not acknowledge enough how important they view their customers. Every time I fly Continental, it always makes me smile to hear the CEO through the onboard video and the cabin staff, on arrival, acknowledge that we the customer have an enormous amount of choice yet they thank us for choosing Continental – simple yet effective.
9. Ensure the communication is from the person responsible for that department, identified with first and last name and that contact information is provided. Inviting feedback without a direct channel of communication is really dumb.

Are you ready to say sorry and back that up?

Tagged as: apology, Broadchoice, security certificate, Workspace