The language used is vital. Munoz did not mention the words ‘sorry’ or ‘apology’ in his internal memo, merely expressing his “regrets” that the situation arose.
“You need to think about the ramifications of getting that apology wrong, because often it’s much, much worse if you don’t get the follow-up right. Mistakes happen, but the nature of the company’s response says a lot about their ethics in general,
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