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身为公司CEO该怎么向公众道歉

Ben Geier 2014年08月21日

做错事就要道歉。伟大如苹果前CEO史蒂夫•乔布斯也概莫能外。《财富》为你逐一盘点近些年那些颇为经典的CEO道歉案例。有些起到了很好的效果,有些道歉则公众完全不买账。这里面有什么学问?

    不久前,美式连锁餐厅奶昔小屋(Shake Shack)因去掉了炸薯条的波纹向消费者道歉。

    然后,波纹薯条又重见天日。排队等候几个小时后,你就可以像以前那样,尽情享用这款美食。尽管该公司CEO兰迪•加鲁蒂并没有为之前的过失真的说一声“对不起”,但他指出,奶昔小屋“没有充分听取大批热爱我们经典波纹薯条的粉丝意见。”

    企业道歉并不是什么新鲜事。即使最伟大的公司有时也会道歉。还记得苹果公司(Apple) 前任CEO史蒂夫•乔布斯向遭遇天线问题的iPhone 4用户道歉吗?他说,苹果将“卖命工作”以矫正这个问题,最终为消费者提供了一个解决方案。

    这里我们整理了一些企业巨头道歉的经典案例:

    Earlier this week, Shake Shack apologized for taking the ridges off their French fries.

    That’s right, the crinkles are back, and after waiting in line for a few hours you’ll be able to enjoy them as you did before. Although CEO Randy Garutti never quite said “I’m sorry” for taking them away in the first place, he did note that Shake Shack “never fully heard the legions of fans that loved our classic crinkle.”

    Corporate apologies are nothing new. Even the greatest companies have to issue a mea culpa from time to time. Remember Steve Jobs of Apple’s apology to users of the iPhone 4 who experienced antenna problems? He said Apple would “work its butt off” to correct it and offered customers a case to fix the flaw.

    Here are a few other classic apologies from corporate giants:

    通用汽车公司(General Motors )

    自今年1月份出任通用汽车公司新CEO以来,玛丽•巴拉花了大量时间在道歉上。她率领的这家底特律巨头正处于一场巨大的风暴中,涉及数百万辆汽车和多起人身伤亡事故的召回事件令通用汽车付出了高昂的代价。巴拉为此做了大量扎实的工作,对那些因通用汽车点火故障而丧生或受伤的人士不断地表示悔痛和同情。

    General Motors

    GM’s new CEO Mary Barra seems to spend a great deal of her time apologizing since she took over at the embattled automaker in January of this year. She stepped into a storm at the Detroit company, which has been plagued by costly recalls this year involving millions of vehicles and a number of deaths. She's done a solid job of it, repeatedly expressing remorse for lives lost and people hurt because of faulty ignition switches in GM's cars.

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