Readers Get to Weigh In on Apologies

Our goal in starting “Apology Watch” is to elevate the conversation about authentic apologies. In that vein, we are introducing an “Apology Metric” survey to give readers an opportunity to share their insight. Through these surveys, we hope to change the shortsighted lens through which apologies are typically viewed. People review them as theatrical performances for a few days and quickly forget about them. Instead, as I’ve argued before, we ought to track the apologizer’s behavior over time to see whether he or she has genuinely committed to a new course of action, which is why we are offering these surveys.

Our surveys will present recent apologies with questions to predict whether the apologizers will commit themselves to meaningful behavioral change. We will also look retrospectively to compare apologies with the actual actions taken by the apologizers.

We will begin this new initiative with an apology by Fitbit.

Fitbit’s Apology

The fitness-device company Fitbit released an activity tracker late last year called the “Force” that caused severe skin-irritation with some of its users. According to early coverage of the issue, users of the Force began voicing complaints near the end of 2013 that the wrist-worn device was causing ailments ranging from “red, itchy skin to painful blisters that would ooze or bleed.” Fitbit responded with a statement in January saying, “We are sorry that even a few consumers have experienced these problems and assure you that we are looking at ways to modify the product so that anyone can wear the Fitbit Force comfortably.”

Users who contacted the company to return their activity-trackers received a letter signed by James Park along with instructions and packaging for returning the device. In the letter, Mr. Park reiterates that the company’s promise to refund the cost of the device will be honored and then apologizes “on behalf of the entire company.” He adds, “While this issue seems to be impacting a very limited number of our users, I know that’s little comfort when you’re one of them” and closes the letter saying he hopes “we’ll have an opportunity to regain your trust again soon.”

In February, a new apology appeared on Fitbit’s website. Mr. Park provided an update and said that the company had hired “independent labs and medical experts” to investigate why the device might have caused some users severe skin irritation. Mr. Park said that the affected users were most likely experiencing “allergic contact dermatitis” that resulted from skin contact with certain materials used to make the device.

After explaining the investigation, Mr. Park announced that the company would stop selling the product and had “decided to conduct a voluntary recall,” since “we have now learned enough to take further action.” Moreover, he repeated that “we are offering a refund directly to consumers for full retail price.” A class-action lawsuit was filed in March against Fitbit contending that it did not sufficiently alert consumers in its marketing about possible rashes.

For additional detail, a more comprehensive review of the facts is available here.

Take the Survey

Based on these details and the information available through the included links, please weigh in with your evaluation of the company’s apology through this survey. You will be able to view aggregate responses to the survey after completing it.

Dov Seidman is the chief executive of LRN, a company that helps corporations develop values-based cultures and leadership, strengthen their ethics and compliance efforts, and inspire principled performance in their operations. He is also the author of “HOW: Why HOW We Do Anything Means Everything.” Twitter: @DovSeidman