Tired of Hearing The Default ‘Sorry for the Delay’ Response? So Are Your Customers

It’s amazing how often we receive an automatic reply when there’s an error, usually something like “sorry for the delay,” with the expectation that this will magically resolve the issue.

Just the other day, I went to buy bread from a local bakery. The queue was long, and everyone was patiently waiting. After some time, a lady who had been waiting just as long came up to where I was standing, peeped through the window, and said, “I’ve waited patiently, but I have to go now as my Uber is waiting outside.”

One of the attendants casually peeped back, barely making eye contact, and nonchalantly said, “It’s almost ready, we apologize for the delay.”

For me, it wasn’t just the words he used but the way he said them—so carelessly (my assumption, it seemed like he was taught, when an issue presents itself just say the words "we apologize for the delay” ). He believed those words were the magic fix for the current situation. The lady had no choice but to leave, clearly frustrated and unsatisfied.

This experience made me reflect on how we often use “sorry for the delay” as a band-aid solution in business, too. It’s a phrase that’s tossed around nonchalantly, as if it alone can address a customer’s concerns. But in reality, it’s not enough.

Handling conflicts and errors requires more than just an apology. It requires genuine effort to resolve the issue and ensure the customer feels valued. We should be proactive, not passive, in our approach. Simply saying “sorry” isn’t enough if we’re not committed to going all out to make sure the customer is satisfied.

So, next time you’re about to hit send on a “sorry for the delay” message, ask yourself: what can I do to turn this situation around? How can I demonstrate that I’m truly committed to solving the problem, not just apologizing for it?

In business, a proactive response is always better than a passive apology. Let’s strive for solutions that lead to long-term success, rather than quick fixes.