Insurance attorneys rarely see an insurance company apologize. What might happen if they did?
In a society that highly values a genuine apology, it is shocking that most in-house counsel and most trial lawyers never even consider whether an apology might be appropriate to resolve a claim or lawsuit. We teach our children to apologize at a very young age. As adults, we are well-versed in giving and receiving apologies with our spouses, coworkers, friends, and families. It seems one week cannot pass without a high-profile celebrity, sports figure, or politician issuing a public apology for some transgression. It seems, however, that the concept of even considering an apology rarely enters the thought process of claim professionals and trial lawyers when evaluating strategic options for dealing with the claims and lawsuits that cross their desks. The absence of any academic discussions within the field of insurance is certainly not because of the lack of psychological and legal work regarding the science of apology. Apology research is as old as the study of rhetoric and it has gained widespread popularity in other disciplines in the last two decades.
Regardless of the relationship or magnitude of the transgression, the first step towards evaluating whether an apology is owed is always self-assessment. As for apologies within a personal relationship, for some people this seems to be very easy and for others very hard. In businesses, it seems to be exceptionally hard.Initially, the group-think of some organizations seems to create a presumption of righteous perfection. It’s exceptionally rare for group assessment to conclude that some kind of wrongdoing occurred and that an apology may be owed. While among some individuals this eemingly arrogant group-think is the result of pride, the greater driving force seems to be fear. Most business leaders fear the implications of an apology. Fundamentally, however, those who both lead companies and the trial bar must be challenged to have a more candid, transparent, and accurate assessment of the shortcomings of any organization, its claim handling, and its litigation decision making. An organization can’t accurately contemplate whether an apology is owed unless it can accurately assess whether something went wrong for which an apology might be owed. As simplistic as this sounds, it is mind boggling how hard it is for many business organizations to make an accurate self-assessment. Needless to say, far more work is needed in our industry to accurately assess when and how to apologize.