Building Trust in Your Utility: When Not to Apologize. Issue 1 (19th January 2021)

• Record Type: Journal Article
• Authors: Goetz, Melanie K.
• Is Part Of: Journal ‐ American Water Works Association. Volume 113:Issue 1(2021)
• Page Start: 78
• Page End: 82
• Publication Date: 2021-01-19
• Subjects: Utility Management -- Customer Service -- Utilities -- Communications; Water-supply -- United States -- Periodicals; Water-supply engineering -- United States -- Periodicals; 363.61097305
• DOI: 10.1002/awwa.1654
• Languages: English
• ISSNs: 0003-150X

Abstract

Key Takeaways: When a utility makes a mistake that affects its customers, an apology is warranted from the utility's management, not from its customer service staff. Customer service representatives should not immediately apologize when a customer issues a complaint if the event facts are unknown or as a response to a given, such as rates. Knowing when to apologize, and when not to, is important for engendering customer trust in a utility.