Steve Bruce says he can understand the frustration of the supporters after seeing his side fall to a 3-2 defeat at home to Swansea City on Saturday.
The visitors scored early in the first 45 but goals from Jake Livermore and Grady Diangana put Albion in control heading into the final 20 minutes.
The Swans rallied and pulled back level through substitute Olivier Ntcham before Karlan Grant saw a spot-kick saved by goalkeeper Steven Benda.
And with just one minute of normal time left, Republic of Ireland international Michael Obafemi scored a winner for Swansea.
Bruce says conceding early goals continues to be a big issue and accepts his side need to be better defensively.
The boss said: “I’m so frustrated and disappointed.
“We haven’t started the game again, which is proving to be a real problem for us this season.
“I think it’s about the seventh or eighth time we’ve been a goal down in the early stages of a match this season.
“We gave ourselves a mountain to climb by going a goal down and by not doing any of the basics well enough in the early stages.
“I can understand the frustration at the end of the day because we haven’t won a game again, despite having several opportunities to do so.
“Defensively we have to be better, and I’m not just talking about the defenders or the goalkeeper, I’m talking about everyone individually and all of us as a team.
“Our defending for the second goal was poor. We’ve let the guy beat us and shoot from the edge of the area under no pressure at all. We must improve on that.
“We had a really good defensive record last year, but we also understood that we needed to be better going forward.
“Unfortunately we haven’t got the balance right. We can’t accept that we’re going to have to score two or three times in a game to win a match. That can’t happen.
“It could have been so different if our penalty goes in but that’s football, and at the moment, it’s tough.
“What we can’t argue about though is the fact we’ve won one game in 11. We can’t fluff anything up. We were probably unlucky again, but it’s all about winning a football match and we haven’t done that.”
*Full WBA TV video interview to follow shortly
