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Thank you for taking time to read through this brief booklet.The
insights and principles you’ll discover are drawn from years of research
and the real-life experiences of hundreds of individuals. Understanding
how to apologize with sincerity and clarity is vital to healthy relation-
ships—between coworkers, clients, family, and friends.This booklet will
start you down the road to understanding the five languages of apology.
Read it, reflect on it, then assemble your team to discuss how they apply
in your workplace.You’ll also find a Team-Building Resource Discussion
Guide at the back of the booklet.
For a comprehensive treatment on the subject, along with The
Five Languages of Apology Personal Assessment Tool, pick up a copy of
our book, The Five Languages of Apology: How to Experience Healing in All
Your Relationships.
Dr. Gary Chapman
Dr. Jennifer Thomas
Visit us at www.FiveLoveLanguages.com
Excerpted from
The Five Languages of Apology
How to Experience Healing in All Your Relationships
ISBN: 1-881273-57-1 / ISBN–13: 978-1-881273-57-8
English and Spanish audio editions available from Oasis Audio (www.OasisAudio.com)
Spanish print edition available from Tyndale Español (www.Tyndale.com/espanol)
Available from your favorite local or online bookseller.
Re-sellers—The Five Languages of Apology is available from Northfield Publishing (215 West Locust Street, Chicago, IL
60610, 800-678-8001) and the following distributors: Ingram, Baker & Taylor, Appalachian, Anchor, American Wholesale
Book Co., Anderson Merchandisers, Levy Home Entertainment. In Canada: RG Mitchell. In the UK: STL. In South Africa:
Christian Art Wholesale. In Australia: Koorong Books. In New Zealand: Soul Distributors.
Printed in the United States of America
The F I V E L A N G U AG E S OF APOLOGY
EXPRESSING REGRET
“I am sorry”
AC C E P T I N G R E S P O N S I B I L I T Y
“I was wrong”
MAKING RESTITUTION
“What can I do to make it right?”
G E N U I N E LY R E P E N T I N G
“I’ll try not to do that again”
R E QU E S T I N G F O R G I V E N E S S
“Will you please forgive me?”
APOLOGIZING i n the
Workplace
2
He took a sheet of paper and wrote the following words:
Listen
Apologize
Show concern
Thank the customer
“That’s our policy,” he said. “We listen to the customer’s com-
plaint. We apologize. We try to show genuine concern for any prob-
lem our service has caused them. And we thank them for bringing it
to our attention.”
“Does that approach seem to work well?” I asked. “So far, so
good,” he replied. “Fortunately, we don’t have too many complaints.”
“That’s good,” I said. “I certainly don’t have any complaints. The
food was great and the service superb.”
“Thanks,” he said. “That’s our goal.”
I continued, “I’ve been doing some research on apologies over the
past two years. Would you like to know what I’ve learned?”
“Certainly,” he said.
Since he had written out his plan for handling upset customers, I
decided to write the five apology languages. So I listed them as
follows:
Expressing regret—“I am sorry.”
Accepting responsibility—“I was wrong.”
Making restitution—“What can I do to make it right?”
Genuinely repenting—“I’ll try not to do that again.”
Requesting forgiveness—“Will you please forgive me?”
I explained that our research had indicated that each person has a
primary apology language, and if you don’t speak their language, they
may consider your apology to be weak and unacceptable; that’s why
sometimes even though you apologize, a customer may continue to
be irate and will likely not return to your establishment. “Have you
ever had this experience?” I asked.
A p o l og i z i n g i n t h e Wo r k p l a c e
3
A Restaurant Spill
“As a matter of fact, about three weeks ago two ladies came in for din-
ner. Our waitress accidentally spilled a soda on one of the ladies. She
apologized immediately and got paper towels and cleaned up the
table and invited the ladies to move to another table.The waitress told
me what had happened, so I walked out and asked the ladies if every-
thing was all right.”
“Not really,” she said. “In fact, I’ve got to go home and change
clothes before I can continue my evening. This is not what I had in
mind when I came in here to eat.”
“I could tell that she was still pretty hot,” he said, “so I tried our
last approach.”
“What actually happened?” I asked.
“I listened as she explained how the waitress had spilled the drink
on her blouse and skirt, how cold and now how stained and sticky she
felt. I said to her,‘I’m really sorry that happened.That is certainly not
what we want for our customers. Let me assure you that I will be
happy to pay the cleaning bill for your clothes, and this meal is on the
house.We appreciate your business, and we certainly don’t want this
kind of thing to happen.’
“Her response was ‘Well, it didn’t have to happen if she hadn’t
been in such a hurry.’
“‘I’ll be happy to assign you another waitress,’ I said as I walked
away. I did, but as the lady walked out of the door, she was talking
about how awful she looked and felt and that if she had known this
would happen, she would not have come in the first place. It was
embarrassing for me that other customers heard her comment, but I
didn’t know what else to do.”
“Let’s see which of the five apology languages you spoke,” I said. I
checked off number one as I said, “You definitely expressed regret
when you said,‘I’m really sorry that happened.’ I’m not sure you or the
waitress accepted responsibility. I didn’t hear either of you saying,‘I was
wrong. It was my fault.’You did, however, make restitution by offering
The five Languages of Apology
4
to pay the cleaning bill and giving her the meal free. I didn’t hear any
genuine repentance; that is, you expressed no plan for seeing that this
didn’t happen in the future. Nor did you ask her to forgive you. So it
seems to me that you spoke two of the five apology languages.”
“Apparently, her language was one of the other three,” I con-
tinued. “Perhaps if you had spoken her language, she may have
accepted your apology and even expressed forgiveness.”
“That’s an interesting idea,” he said. “I’ll have to think about that.”
Six weeks later, I stopped by for another pizza.The manager came
over and sat down. He said, “I’ve taught all my employees the five lan-
guages of an apology.The next time we have a problem, we’re ready.
We are going to speak all five apology languages.”
“Good,” I said. “Then you are bound to hit the person’s primary
apology language. I predict you will see a difference in the way the
person responds.”
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thing —don’t forget to apologize to your employees when you lose
your temper and speak harshly to them.”
“How did you know that?” he asked.
I smiled and said, “I just assumed that you are human.”
“I’ve got an employee I need to apologize to right now,” he said.
“Do you know her apology language?” I asked.
“Not really,” he said. “So I’m going to use all five.”
6
WHEN DOCTORS APOLOGIZE
Research indicates that many professions are becoming more apology
conscious in recent years—among them the medical profession. In the
past, medical doctors have been looked upon as godlike, their deci-
sions seldom questioned.Today, more and more doctors are seeing the
value of apologizing to patients when they make mistakes in judgment
or action.This movement to apologize has been prompted, in part, by
emerging evidence about the scope of medical errors.The Institute of
Medicine report in 1999 said, “Mistakes kill as many 98,000 hospital-
ized Americans each year.”2
Fewer Lawsuits
Consequently, the hospitals in the University of Michigan Health
System have been encouraging doctors since 2002 to apologize for
mistakes.The system’s annual attorney fees have since dropped from
three million to one million dollars, and malpractice lawsuits and
notices of intent to sue have fallen from 262 filed in 2001 to about
130 per year, according to Rick Boothman, a former trial attorney
who launched the practice there.3
Patients have responded extremely positively to such apologies.
Linda Kenney, a mother of three, almost died seven years ago when
anesthesia was improperly administered prior to her surgery. “My
husband wanted to sue,” she told a reporter. “He really wanted some-
one to pay.” But then the anesthesiologist wrote her a letter express-
ing his grief and contrition. Dr. Rick van Pelt wrote, “Whenever you
want to speak, I’ll make myself available. Here’s my home number
and my beeper number.”
At first she thought he was just trying to cover himself. But no:
“Rick stuck his neck out. He met me in my hometown. . . . He made
himself totally vulnerable to me. He not only apologized but also
acknowledged how emotional the event had been for him, for his
family, and for me.”4
Linda Kenney saw the apology as genuine, and she later dropped
A p o l og i z i n g i n t h e Wo r k p l a c e
7
her plan for litigation. Subsequently Dr. van Pelt joined her to found
an organization that helps those involved with medical and surgical
errors to deal with the aftermath.5
8
THE NEED TO APOLOGIZE TO OUR COWORKERS
While many companies and professions have seen the value of apolo-
gizing to customers and clients, we have discovered that few compa-
nies have made any effort to train their employees on the value of
apologizing to each other. And we did not discover a single company
that had, as a part of their training program, any emphasis on how to
apologize effectively to fellow employees.
As adults, many of us spend the largest amount of our hours each
day in our place of employment. The standard in North America is
eight hours per day, but many people spend ten hours or even more.
When we subtract the time we spend sleeping, we realize that we
spend more time with the people with whom we work than we do
our families.
With our work associates we have a relationship. It may be casual
or close, depending on the nature of our jobs and the choices we
make. In work relationships, there is the potential for fostering appre-
ciation and encouragement. There is also the potential for offense,
hurt feelings, anger, and tension. Most of us prefer to work in an
environment that is friendly, supportive, and positive. However, most
of us have sometimes found ourselves at odds with a coworker.
During such occasions, understanding the value of apologizing
becomes extremely important.
While interest in apologizing in the workplace is increasing, there
is a realization that apologizing is not as easy as it sounds. Most peo-
ple have only a limited idea of what it means to apologize. “I apolo-
gize.” “I’m sorry.” “I was wrong.” “I’m sorry I hurt you.” “I’m sorry
you were hurt by what I said.” All of these are considered apologies
by different individuals.
9
apologize to one another.What a great workplace project! That’s what
I told the pizza manager to do the night he was about to apologize to
an employee—sometime in the future have the staff tell each other
their primary apology language. He spoke all five languages that
night, so he probably was successful. But knowing their apology lan-
guage would make future apologies most effective.
Our suggestion is that employers expose their employees to the
concept of the five languages of apology; then help them discover
their own primary apology language. Finally, have them reveal this
information to the circle of employees with whom they interact.
What many coworkers do not realize is that people have differ-
ent apology languages, and if they don’t speak their colleagues’ spe-
cific language, the coworkers will not hear the apology as being sin-
cere. By learning to apologize more effectively, we can have better
relationships with our coworkers.That can make for a happier, more
pleasant workplace.
10
Dr. Mary, and she was concerned that her receptionist really had not
changed.
So she said to the receptionist, “I really would hate to be in this
same place again next week, because it is uncomfortable for both of
us, and it carries real cost for me. So can we talk about what you can
do differently to be sure that you get clients erased when they cancel
and inform me as quickly as possible? I think we could work together
more comfortably this way.”
The receptionist agreed, and after some discussion they both
decided that the receptionist would keep a legal pad on her desk. At
the top of the front page was the word Cancellations. She agreed that
immediately upon receiving a cancellation, she would write the
client’s name and the name of the counselor whom the client was to
see. And on the second line, she would write the words Informed the
counselor and record the date and time that she actually informed the
counselor of the cancellation.
With this plan of genuine repentance, Dr. Mary was able to
accept the receptionist’s apology and go on with her workday. Her
primary apology language was genuine repentance. She was willing to
accept a simple “I’m sorry” the first time but not the second time.
Had she not requested a plan for making things different in the future
and had the receptionist not complied with that plan, their relation-
ship would have been estranged.
11
would create a much more wholesome and healthy work environ-
ment for thousands of employees.
Creating a positive emotional work environment enhances the
productivity of employees. Thus, a company that has the vision not
only of apologizing to customers and clients but teaching employees
how to apologize effectively to one another is the company that is
more likely to succeed in accomplishing its financial objectives.
Bottom line: Learning to apologize is good business. The employees
live with less stress and anxiety, while the company profits from their
increased productivity.
Notes
1.The L.E.A.R.N. acronym was originally developed by Debra J. Schmidt and is published in spe-
cial report #8, “How to Turn Angry Customers into Loyal Customers.” It may be purchased at
http://theloyaltyleader.com/special_reports.iml. Debra leads businesses to greater customer,
employee, and brand loyalty. For more information, visit www.theloyaltyleader.com.
2. Greensboro (North Carolina) News & Record, 12 November 2004, A6.
3. Ibid.
4. Joanne Kaufman, “Forgive Me!” Good Housekeeping, November 2004, 173–74.
5. Ibid.Their organization is Medical Induced Trauma Support Services.
6. Michael S.Woods, HealingWords:The Power of Apology in Medicine (Oak Park, Ill.: Doctors in Touch,
2004), 9.
7. Ibid., 17.
8. Ibid., 61–62.
12
TEAM BUILDING RESOURCE
DISCUSSION GUIDE
By Dillon Burroughs
13
G E T T I N G S TA RT E D : What has been your most embarrassing moment in
your workplace?
14
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The Five Love Languages