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Oscar Munoz, CEO of United Airlines is probably a highly qualified business strategist but must have an important day of first grade: The day everyone else learned to say, “I’m sorry. ” His first attempt at an apology wasn’t an apology at all. It was him complaining about the inconvenience of the situation: “I’m sorry for having to re-accommodate these customers.” In his second attempt which was admittedly an improvement, he still justified himself by describing the passenger as: “Disruptive and belligerent.”
Eventually, probably after asking Professor Google for a real apology, he came up with a real apology: “We will take full responsibility and we work to make it right.” The third time may be the charm but no one felt ‘Charmed’ by this failure of an apology. As a professional communicator, Munoz should have known that an angered public never accepts anything less than full admission of guilt and that a company like United Airlines loses nothing by making such an admission.
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