I have to admit that I have had some problems admitting mistakes in the past.  I was definitely one of those people that saw mistakes as a sign of weakness.  I have also thought in the past that calling attention to a mistake risks pointing out something that someone else did not even realize was there.  But, this, itself is a mistake.  And this time, I will admit it.  Why?  Because I just read over at Early to Rise about The Continental Airlines experiment discussed in the book Supercrunchers.  In this experiment, they reacted three different ways to customer complaints.  They either (1) sent a letter of apology, (2) sent a letter of apology and an offer for free membership in a Continental customer’s club, or (3) ignored the complaint.  The first two options resulted in more customer purchases and a greater feeling of loyalty. 

Beyond admitting mistakes for the purposes of both self-respect (for integrity and honesty) as well as the respect of those you deal with, the Continental airlines story demonstrates that admitting mistakes and recognizing the harm you have done to others can often not only lead to forgiveness, but a sense of loyalty. 

I think the success of these particular efforts depends on two external factors though.  First, the mistake not being repeated if at all possible.  I know how I feel when someone is constantly apologizing to me for the same things.  It doesn’t make me feel any more forgiving or loyal than I would if they just ignored it.  In fact, it is sometimes even more annoying because at least with the ignoring you can sometimes think they just are not aware of what they are doing.  So, although I think recognizing your mistakes is important, not repeating them incessantly is just as important.  Second, the offer of the apology being personalized and meaningful.  Making eye contact, showing genuine concern, putting it in writing, etc. are all ways to do this.  In the case of the Continental airlines experiment, they used a written apology letter sent directly to the individual complaining.  It would probably not have been the same if they had bulk mailed an apology to every Continental airlines customer. 

So, admit your mistakes, but be sure to fix them and ot make the apology meaningful and personal. If you combine all of these, you are sure to get some good results.