You’re not perfect. Things happen from time to time that are uncontrollable by nature to prevent.
Or maybe you are perfect….you still may have to apologize for someone else down the line still.
Whether you are directly responsible or not, it doesn’t matter. Maybe a co-worker, a strict company policy, or another client/contractor that dropped the ball.
Whatever happened, happened. If you want to keep their business you have to apologize.
*It is said that only 1 in 25 unhappy customers will actually tell you! So consider yourself lucky if you even get the opportunity to make it right!
*1st – Don’t Wait. Try to deliver an apology as close to the incident as possible. This will show that you care and are taking responsibility for what happened, giving you a greater chance to regain trust before any serious damage is done.
*2nd – Be Sincere. A fake apology will only make it worse and can sound like an insult. For example; “I’ll do whatever I can do make things right and earn your trust back” instead of “I’m sorry you feel that way.” Best to be said in person or over the phone, never through text or email as they can be misunderstood.
*3rd – Use The Right Words. Write it down first, read it over, proofread it, and rehearse. Have someone else look it over also so you know you are getting the right intentions across.
Try to acknowledge their feelings saying something like “I recognize how frustrating this is for you” instead of “I understand how you feel.” (If they are really upset, they could say “You have no idea how I feel”)
Take ownership so they know you were the responsible party for the mishap and not just beating around the bush trying to cover it up. Say: “We made a mistake” not “A mistake was made.”
Assure them it will not happen again! “I’ve got my team working on this as we speak so this doesn’t happen again.” Not “We will try our best to fix the problem.”
Don’t use “if” or “but” in your apology. “I am sorry IF I made a mistake on our order.” IF invalidates your customers experience. Obviously there wouldn’t be a problem IF there wasn’t a mistake with your order. Say “I am sorry THAT I made a mistake on your order.” “I am sorry but….” Using “but” at the end of your apology looks like you’re using it as an excuse and trying to justify your actions.
*4th – Take Action. Make it right! A refund, partial credit, free product, discount for future purchases….anything for the inconvenience! Word of mouth travels fast! You don’t want them spreading their bad experience any further! Hopefully making it right will turn the story around into a positive experience that will still make others want to use your company in the end, even though there was a problem along the way.
*5th – Don’t Expect Instant Forgiveness. Give them time. When you feel it’s appropriate reach out to them again. Hopefully they will recognize that your courage and discipline to say I’m sorry will restore trust and strengthen the relationship.
If you actually get the opportunity to apologize in person make sure your body language doesn’t set the wrong mood. Don’t cross your arms, make eye contact and smile! A calm presentation can decrease tension and reduce anger.
*Better Business Bureau – Nail A Great Apology In 5 Simple Steps (Infographic) – Sharon Pifer, BBB – 5/14/15