Eddie Howe apologised to AFC Bournemouth supporters after his side were dumped from the EFL Cup on Tuesday night.
The Cherries lost 3-2 to Preston North End after extra-time at Vitality Stadium which prompted a very frank assessment from the manager.
"I think I have to apologise to the supporters," he told BBC Radio Solent.
"I can't recall saying that in my second time here, but we didn't do the things required for the money it costs and time it takes for our supporters. I'll do everything in my power to put that right.
"The fundamentals weren't there and the technical levels were very low, which is unlike us.
"I'll have to look at the changes, I'm trying to give people an opportunity to stake a claim for a first time spot, ultimately as manager I have to take responsibility.
"I had a few words at half time and at the end of the game, everyone's reputation is at stake.
"It looked like we weren't right from minute one and got punished."
Bournemouth conceded first but worked their way to a 2-1 lead by the 76th minute thanks to goals from Lewis Grabban and Dan Gosling before a late double from Simon Makienok, who finished with a hat-trick, did the damage for Preston who progress to the fourth round of the league cup.