What should you apologize for according to best practices in service recovery?

Apologizing for experiences rather than acts is fundamental in service recovery because it addresses the patient's feelings and perceptions, which are deeply connected to their overall experience. When a patient has a negative experience, it often goes beyond just a specific action or decision; it encompasses their feelings of disappointment, frustration, or dissatisfaction with the care or service they received.

By focusing on the experience, you acknowledge the emotional impact that service failures can have on patients. This approach fosters empathy and shows that you genuinely understand the patient’s perspective. It helps to rebuild trust and can significantly improve the patient’s perception of the organization, encouraging them to continue their relationship with the provider.

In contrast, apologizing for acts may come off as insincere or overly transactional, as it risks reducing the intricacies of personal interactions into mere procedural failings. Apologizing for misunderstandings or focusing solely on minor complaints does not address the broader implications of a negative experience, potentially undermining the patient’s feelings. Hence, centering the apology on the experience itself is a best practice in effective service recovery.