The authors recount Delta Air Lines handling of the 1986 crash. In an adaptation of the Japanese practice, Delta sent an employee to attend each bereaved family. These employees helped the families handle crash-related matters, from funeral planning to recovering personal effects from the crash victim, and generally offered a friendly, sympathetic ear. As a result of this approach there were substantially fewer lawsuits filed against Delta than there normally are in such cases. However, the airline cases shows that it is possible to create close relationships, and so enhance the effect of an apology.
Apologies are also most effective when they are well-timed and combined with compensation.
An apology alone will not substitute for compensation when there is substantial injury. Apologies should be prompt. They should be offered soon after the injury occurs or after the grievance is expressed.