When I worked for a bank, I was sometimes in charge of letting IT users (internally and externally of the business) know that there was a problem (or outage), one of the first things I was told was that in the email or text message I should not apologise for the inconvenience. Essentially, as I was talking “as the company”, I had to refrain from admitting any liability or anything resembling the company from being able to take the blame or be culpable in any way.
In a similar vein, many years earlier when I was working my first job, at a fast food restaurant, on my first day of performing duties cleaning the dining area I was given a mop and a set of instructions; not of the most efficient way to clean the floors, but of how to handle a slip and fall incident: “If someone falls, don’t say it was your fault – don’t ever say sorry”.
I bring all of this up for a reason, because I have had this “corporate indifference” around me me from a young age, whether or not I believe it to be right, whenever I see a company apologise publicly I tend to have a debate with myself on whether or not it is causing damage to their image, or what damage it could cause them should a legal case ensue.
The case that has made me bring this up is Cardiff Bus’ new social networking presence, on Twitter and Facebook. Their social media representative tweets live changes to services, down to “x bus is going to be 20 minutes late”, which is pretty fantastic, really – in lieu of getting their “real time screens” at bus shelters working (which were installed about 10 years ago, but have never been properly operational).
But every tweet or Facebook update is suffixed with “Apologies.” (or sometimes “Apologises”). Does this make them seem unprofessional, or is emotion coming from a corporate entity refreshingly human?