'Words don't cost money ...'

Economists have finally proved what we have suspected for a long time: the apology really doesn't cost money to buy .

According to new research, companies that send a simple apology to customers turn out to be more efficient than making financial compensation.

This approach works even if the customer receives an apology not directly from the employee who made the mistake.

The survey was conducted by the Center for Experimental Economics at the Nottingham School of Economics.

Scholars have conducted experiments to test whether customers who have been frustrated have continued their business cooperation after receiving an apology.

The results show that the ability of customers to forgive after the company apologizes is more than two times higher than when they are compensated by money.

According to Dr. Johannes Abeler, co-author of research and experimentation, the apology proved to be both effective and economical. He said: 'We know that companies hire sorry experts, their job is to apologize to unsatisfied customers.

'You might think that if you just apologize, the customer will treat it as useless and ignore it. But research shows that apology really affects customer behavior - even more than a compensation. "

'It seems that people do not realize that they are in contact with an apologetic expert who is simply a sincere confessor.'

'It seems that saying apology will raise the forgiveness instinct in customers - the instinct of instinct to overcome.'

Researchers have worked with a company that has eBay sales of approximately 10,000 products per month and is looking to resolve bad or neutral feedback from customers. Some customers with bad comments were apologized by the company and offered to withdraw their criticism, while others were given 2.5 € or 5 € with the same offer.

According to new research, companies that send a simple apology to customers turn out to be more efficient than making financial compensation. (Photo: iStockphoto / Greg Cooper)

The simple apology explains that the manufacturer has shipped slowly, and attached the words 'We are sorry and would like to apologize to you for this.'

Meanwhile, the remaining customers were paid money along with the words: 'To show goodwill, the company would like to send you 5 € if you consider withdrawing the evaluation.'

The client's next reaction is completely natural and unaffected by any other factor because they do not know that they are participating in a survey.

About 45% of customers withdrew their bad reviews after being apologized, while only 23% of those agreed to do so after receiving compensation.

The survey also shows that the higher the product selling price, the lower the rate of agreeing to forgive after receiving money, while the amount of money that customers have lost does not affect the forgiveness rate after receiving it. an apology.

Dr. Abeler, a behavioral economics specialist, said: 'It is noteworthy that our apology is not entirely reasonable. The apology is given by an anonymous big company and not through face-to-face meetings. At the same time, the company's engine here is very clear.

"These factors make it easy for customers to consider apologizing to be an attempted, unsolicited and cheap word. However, the results show that apology is still more effective than compensation. lots of money. '

The Nottingham School of Economics at Nottingham University is considered one of the leading research institutions in the UK. The economists here have consulted for many agencies such as the State Treasury, World Bank WB, IMF, and Ministry of Labor & Wages.