“Please,” “thank you,” and “sorry” are some of the first words parents teach their children. Politeness is ingrained in most of us as a pattern of behaviour; it’s part of our culture.
But how often do you reflect on the true meaning behind the word “sorry”?
Spanish speakers, when apologising, use the phrase “Lo siento,” literally translated “I feel it.” In other words, “I feel your pain.”
As English speakers, we quite often say sorry without thinking about it, or sadly, sometimes even meaning it. Saying “sorry” has become so automatic that we have stopped pondering its significance; sometimes we don’t feel it!
There are times when we need to say “I’m sorry,” such as when we accidentally bump into someone, when we express sympathy for others, or when we express genuine remorse. There are, however, certain situations where better ways of apologising can not only satisfy the need to say sorry but also leave the other person feeling significantly better.
Replace sorry with thank you!
Effective customer service is the cornerstone of business success. However, even the most well-run organisations may encounter service failures, leading to customer dissatisfaction and potential revenue loss. A study by Accenture estimated that US companies lose an estimated $1.6 trillion due to poor customer service.
In the face of service failures, the instinctive reaction is often to apologise profusely. However, a surprising study suggests that expressing gratitude instead of apologising can be more effective in restoring customer satisfaction and reducing complaints.
The Gratitude Effect
Research has shown that people tend to be more satisfied and less likely to complain when thanked for their understanding following a service failure. This is likely because expressing gratitude acknowledges the customer’s inconvenience and demonstrates a willingness to take responsibility for the situation.
Example:
In one experiment, participants were asked to complete a task while a researcher intentionally made a mistake. Participants who received a reward below their quality expectations and were told “Thank you for understanding” expressed 15% higher satisfaction than those who received an apology.
Practical Applications
Incorporating gratitude into customer service interactions can be readily applied in various scenarios:
- Mistakes in orders: Instead of simply apologising for the wrong item being delivered, express gratitude for the customer’s understanding and offer to rectify the situation promptly.
- Long wait times: If a customer encounters an unexpected delay, thank them for their patience and provide an update on the situation.
- Technical issues: When technical difficulties arise, thank the customer for bearing with you and assure them that you are working diligently to resolve the issue.
Benefits of Gratitude
Adopting a gratitude-based approach to customer service offers several benefits:
- Enhanced customer satisfaction: Customers who feel appreciated are more likely to be forgiving of service failures and maintain a positive perception of the brand.
- Reduced complaints: Expressing gratitude can help deflect customer frustration and minimise the likelihood of formal complaints.
- Stronger customer relationships: Gratitude fosters a sense of connection and loyalty, leading to stronger customer relationships and repeat business.
Say thank you instead of sorry: The power of gratitude in marketing
Expressing gratitude instead of apologising can trigger the law of reciprocity, where people feel inclined to respond with gratitude in return. This innate human tendency fosters a continuous cycle of goodwill and can help build strong teams and relationships. When someone receives gratitude, they are more likely to recognise and express gratitude to others, creating a chain reaction of appreciation. In business, this can lead to increased customer satisfaction, positive word of mouth, and a more engaging customer experience.
Therefore, building a culture of gratitude can be a powerful strategy for fostering teamwork and customer loyalty.
For digital marketers, expressing gratitude can significantly enhance marketing campaigns. Gratitude can be the secret sauce to elevate various aspects of digital marketing, from SEO to social media marketing. For instance, in SEO, expressing gratitude for keywords that drive organic traffic and the constant evolution of search algorithms can set the stage for a robust online presence. Don’t forget that a digital marketing campaign only works if you’ve got a fully optimised conversion-led site; check out our Shopify and Ecommerce Solutions. Your customers will thank you!!
In social media marketing, expressing thanks for likes, shares, and comments not only fosters engagement but also humanises the brand, leading to increased customer loyalty and satisfaction. Additionally, showing gratitude in digital marketing can make clients feel appreciated, recognised, and special, ultimately boosting referral marketing strategies.
- Highlighting customer achievements on websites or social media to show appreciation is an effective way to leverage gratitude in marketing.
- Gratitude can boost the overall customer experience and engagement in digital marketing campaigns.
- Integrating gratitude into digital marketing strategies can help businesses build stronger relationships with their customers and enhance their overall brand image.
- Gratitude can foster a continuous cycle of goodwill and help increase customer retention rates.
In Summary
- Saying “thank you” instead of “sorry” can be beneficial in marketing for several reasons: Increased customer satisfaction: Appreciation (saying “thank you”) can lead to higher customer satisfaction, positive word of mouth, and repatronage intentions, as it increases customers’ self-esteem.
- Focus on consumers’ contributions: Shifting the focus from emphasising service providers’ faults and accountability (apology) to spotlighting consumers’ merits and contributions (appreciation) can increase consumers’ self-esteem and, in turn, post-recovery satisfaction.
- Positive perception: People typically evaluate others who approve of their virtues more favourably, and expressing gratitude can improve the well-being of both the giver and the receiver.
- Building relationships: Saying “thank you” can help build positive relationships with customers, as it demonstrates genuine appreciation for their support and engagement with your brand or service.
- Boosting brand image: By acknowledging customers’ contributions and expressing gratitude, businesses can enhance their brand image and create a more positive customer experience.
Saying “thank you” instead of “sorry” in marketing can lead to increased customer satisfaction, better relationships, and a more positive brand image. By focusing on appreciating customers’ contributions and expressing gratitude, marketers can create a more engaging and rewarding experience for their customers.
