How to Apologize to a Customer When Something Goes Wrong
Businesses are bound to make mistakes and disappoint their customers. But how you build your apology message and your careful attention to executing it appropriately can make the difference between losing those customers or increasing their loyalty. When delivered well, your apology message can improve the customer relationship to the point where it is stronger than if the mistake had never happened — a phenomenon known as the service recovery paradox. In this article, the author outlines five steps for writing an effective apology message, and explains why it’s important to share the apology process internally and with external stakeholders. It not only shows vulnerability from the organization, but also shows other customers that the company can be relied upon in times of distress.
A tired employee is updating shipping orders late at night at a textbook brokerage. They make a mistake in the code and accidentally ship outdated management textbooks to an important customer. Three days later, classes have begun, and with demanding course loads, the students already feel behind. Many are seeking immediate replacements. Cue the angry phone calls and emails.
By Tim Riesterer via Harvard Business Review