Mal Graves revealed he apologies to his chairman after Whitstable's disappointing 24-3 defeat against fellow Kent 1 stragglers Foots Cray on Saturday.
The Blues player-coach had been hoping his team had turned a corner after a 44-24 win ober King's College Hospital, but all their familiar failings returned in south east London.
The defeat means Whitatble are now only out of the bottom two on points difference, with two games to go.
Graves admitted the result ruined his weekend: "It was unacceptable and i can't repeat some of the things i said to them afterwards,"
He said: "I was embarradded and rang the chairman (Duncan MacKinnon) on Sunday to apologies.
"All the things he puts in place for us and we play like that.
"He travelled a long way to watch us and didn't deserve that.
"I just hope it hurts them as much as it hurts me because it wasn't anywhere near good enough.
"They need to take a long, hard look at themselves, and ask are they doing everything they can to get the best out of themselves?"
Whitstable dominated the first half, especially the opening half-hour, but several try scoring opportunities went begging and all they had to show for their efforts was Andrew Huey penalty which saw them trail 5-3 at the break.
Graves still felt the game was there for the taking in the second period, but the Blues remained scoreless while conceding three tries, two of which were converted, to finish well adrift.
He said: "We had a side good enough to win the game and battered them in that first half hour but our attack was pretty blunt.
"Our processes were good, but we just couldn't get over the line.
"We either don't catch the ball or pass it behind, and i can't really explain it. It's been happening all season and it's incredibly frustrating."
Graves said only skipper Ben Cliff and Joey Taggart - who again carrier well - were exempt from criticism and admitted there won't be much banter on training before Saturday's game saway to bottom club Sheppey.
match report credit to KM group.
# | Team | Pl | Pts |
6. | HSBC | 16 | 46 |
7. | Cranbrook | 15 | 44 |
8. | Whitstable | 22 | 38 |
9. | New Ash Green | 19 | 29 |
10. | Foots Cray | 17 | 22 |
11. | Sheppey | 18 | 6 |
12. | RBS | 20 | -10 |