Chief Apology Officer

Agency Network: 
March 2021


Qualtrics is rolling out a new ad campaign to help leaders from the C-suite to people managers understand they can stop apologizing for bad experiences, and instead take action to actually fix broken experiences for customers and employees.

Too often leaders spend too much time apologizing for bad experiences that could easily be fixed or prevented by simply listening and then doing something with the information.

The new humorous campaign from Qualtrics, created in partnership with creative agency TBWA\Chiat\Day NY and O Positive Films, stars Martin Jones, a self-confessed empathy evangelist. Martin thinks saying sorry will revolutionize the way people do business.

With this campaign, Qualtrics is showing broken experiences don’t have to stay well… broken. By using simple feedback resources, like the Qualtrics XM Platform, companies can gain the insights they need to find and fix experience gaps –– the difference between what businesses believe is happening and what is actually happening.

Film advertisement created by TBWA, United States for Qualtrics, within the categories: Electronics, Technology, Professional Services.

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