A Southwest customer is removed from a flight because her clothing is too revealing. This past week, Southwest offered this “apology”.
“From a Company who really loves PR, touche to you Kyla! Some have said we’ve gone from wearing our famous hot pants to having hot flashes at Southwest, but nothing could be further from the truth. As we both know, this story has great legs, but the true issue here is that you are a valued Customer, and you did not get an adequate apology. Kyla, we could have handled this better, and on behalf of Southwest Airlines, I am truly sorry. We hope you continue to fly Southwest Airlines. Our Company is based on freedom even if our actions may have not appeared that way. It was never our intention to treat you unfairly and again, we apologize.”
Then, without revealing too much, Southwest launched “MiniFares” or “mini-skirt fares”.
As an apology, it is generally poor. (I suppose that in this litigious age, it is asking a lot to admit guilt … but this is key from a religious point of view.) The apology is for “we could have handled this better”, but we aren’t sure just what “this” is that could have been handled better. The double-entendres diminish the apology and make light of it.
Just because the word “apologize” appears, doesn’t make something an apology.
It is a good marketing twist. Turn a negative into a positive.