Building Trust in Your Utility: When Not to Apologize. Issue 1 (19th January 2021) - Goetz, Melanie K.
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.