{"id":56840,"date":"2023-04-06T08:00:08","date_gmt":"2023-04-06T12:00:08","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=56840"},"modified":"2023-04-06T14:05:29","modified_gmt":"2023-04-06T18:05:29","slug":"how-and-when-to-apologize-to-customers","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/how-and-when-to-apologize-to-customers\/","title":{"rendered":"How and When to Apologize to Customers"},"content":{"rendered":"<p>Your business doesn\u2019t want to make mistakes, yet failures do happen. A well-timed and genuine apology can help the business recover with customers. But issuing a public apology isn\u2019t always the right answer. This article discusses exactly how and when to apologize to customers in order to have the most positive impact.<\/p>\n<div class=\"div-spacer\"><\/div>\n<p><a href=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/04\/brett-jordan-joYk8q_An0o-unsplash-scaled.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-56843\" src=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/04\/brett-jordan-joYk8q_An0o-unsplash-1024x768.jpg\" alt=\"\" width=\"1024\" height=\"768\" srcset=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/04\/brett-jordan-joYk8q_An0o-unsplash-1024x768.jpg 1024w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/04\/brett-jordan-joYk8q_An0o-unsplash-300x225.jpg 300w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/04\/brett-jordan-joYk8q_An0o-unsplash-768x576.jpg 768w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/04\/brett-jordan-joYk8q_An0o-unsplash-1536x1152.jpg 1536w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/04\/brett-jordan-joYk8q_An0o-unsplash-2048x1536.jpg 2048w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/04\/brett-jordan-joYk8q_An0o-unsplash-50x38.jpg 50w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>The art of apology<\/h2>\n<p>A business apology to your customers can:<\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li>Acknowledge injury or damage<\/li>\n<li>Take responsibility for a mistake<\/li>\n<li>Express regret<\/li>\n<li>Show remorse or humility<\/li>\n<li>Ask for forgiveness<\/li>\n<li>Convey commitment that something won\u2019t happen again<\/li>\n<li>Offer some form of compensation or restitution<\/li>\n<\/ul>\n<p>Offering an apology can help strengthen your business and rebuild customer trust. Take <a href=\"https:\/\/www.boston25news.com\/news\/local\/suffolk-county\/jetblue-ceo-apologizes-major-delays-continue-logan-airport\/V4KT3YQIUNEPNI5ICGAQSQH7VA\/\" target=\"_blank\" rel=\"noopener\">JetBlue\u2019s CEO Robin Hayes<\/a> who offered an apology for April 2022 delays and cancellations at Logan International Airport. While announcing a new flight to London from the Boston airport, he told the assembled press, \u201cWe are really sorry for everyone that was disrupted. We take canceling any flight personally.\u201d He added that he understood \u201cthe frustration\u201d and that the company would learn and improve where it could.<\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>When (and when <em>not<\/em>) to apologize to customers<\/h2>\n<p>Having leadership make a public apology can be wise, and earn you a second chance with your customers. Yet, business apologies are complicated. They are not always going to be a good idea.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><strong>When to apologize<\/strong><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Apologize when you, your team, or your company has made a mistake or caused a problem. There are many things that happen in the course of business that could qualify for an apology, including:<\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li>Your application or hardware fails<\/li>\n<li>There is a data breach at your company<\/li>\n<li>You\u2019ve provided poor customer service<\/li>\n<li>Your product is defective<\/li>\n<li>Shipping is late or poor<\/li>\n<li>You\u2019ve made a billing or other financial mistake<\/li>\n<li>You\u2019ve missed a service call<\/li>\n<li>A deadline is missed<\/li>\n<li>Employees act improperly<\/li>\n<\/ul>\n<p>Done right, apologies are an opportunity to improve customer loyalty and satisfaction. It may seem counterintuitive, but many times the customer really just wants an explanation, or to feel heard and appreciated.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>You can read examples of different business apology letters at <a href=\"https:\/\/smallbiztrends.com\/2020\/01\/business-apology-letter.html\" target=\"_blank\" rel=\"noopener\">Small Business Trends<\/a>.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><strong>When not to apologize<\/strong><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Some companies or employees are quick to apologize.\u202f\u201cThe customer is always right,\u201d after all. Yet other businesses will be more selective.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>If the issue was caused by circumstances beyond your control, you\u2019ve delivered what you promised, or the customer is clearly at fault, you might <a href=\"https:\/\/www.forbes.com\/sites\/forbescoachescouncil\/2022\/05\/27\/10-times-its-not-appropriate-to-apologize-to-an-unhappy-customer\/?sh=301742f41d94\" target=\"_blank\" rel=\"noopener\">not want to apologize<\/a>. Although it\u2019s still a good idea to train your customer service people to help guide the customer to a solution.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Apologizing when the same thing has happened over and again is also unlikely to help. By the second or third time the customer is encountering this same problem, they are not going to hear or trust your apology. You need to instead take action to permanently resolve the issue.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>You might also want to avoid apologizing after your legal department weighs in on what you can say. Certainly, you\u2019ll want to be careful with the wording of your apology, in order to avoid liability or overpromising restitution.<\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>How to apologize to customers<\/h2>\n<p>When you\u2019ve decided to apologize to you customers, you\u2019ll want to ensure you do so the right way. These strategies can help you make effective apologies.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><strong>Be genuine<\/strong><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Sincerity matters. An apology that justifies or defends an act or dodges responsibility is more likely to be seen as a \u201cnon-apology\u201d apology. If you are not sorry, or not responsible, don\u2019t apologize.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Where you can, <a href=\"https:\/\/www.sogolytics.com\/blog\/empathy-vs-sympathy\/\" target=\"_blank\" rel=\"noopener\">empathize<\/a> with the customers you are apologizing to. Think about how you would feel and try to convey that you understand. Some sample phrases to <a href=\"https:\/\/www.sogolytics.com\/blog\/empathy-corporate-social-responsibility\/\" target=\"_blank\" rel=\"noopener\">demonstrate empathy<\/a> include:<\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li>\u201cI would be frustrated too if this happened to me.\u201d<\/li>\n<li>\u201cI\u2019m deeply sorry it has taken us so long to get your order fulfilled.\u201d<\/li>\n<li>\u201cWe realize we\u2019ve let you down. That is unacceptable.\u201d<\/li>\n<\/ul>\n<p><strong>Get the full picture<\/strong><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Before apologizing, make sure that you understand the problem fully. Getting context before you offer help or a solution can ensure that you actually address the issue appropriately.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>This can help you with another critical aspect of a proper apology: <a href=\"https:\/\/compassionategeek.com\/customer-service-skills-when-and-how-to-apologize\/\" target=\"_blank\" rel=\"noopener\">specificity<\/a>. Simply saying or writing \u201cWe\u2019re sorry for your inconvenience\u201d isn\u2019t enough. Your apology will be better received if you can specify the problem. For example, \u201cWe\u2019re sorry that our ordering system was down this afternoon.\u201d<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><strong>Avoid blaming others<\/strong><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Take ownership of the issue and communicate what steps you will take to set the situation right. Passing off the blame onto others is going to read like a non-apology.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Acknowledge your mistake, and don\u2019t sugarcoat it. A brief, straightforward apology can help you rebuild relationships. Don\u2019t risk making things worse by <a href=\"https:\/\/www.custify.com\/blog\/how-to-apologize-to-a-customer\/\" target=\"_blank\" rel=\"noopener\">playing the blame game<\/a>.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><strong>Have leaders speak up<\/strong><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>When the stakes are high, go with an apology from senior leadership. Have them take responsibility and communicate that they are not only unhappy but disappointed by the company\u2019s performance. Then, indicate what plan of action is being introduced to ensure that the problem doesn\u2019t happen again.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><strong>Think globally<\/strong><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Apologies <a href=\"https:\/\/willmaddux.web.unc.edu\/wp-content\/uploads\/sites\/15846\/2018\/04\/IN-Culture-and-Apologies.pdf\" target=\"_blank\" rel=\"noopener\">differ across countries<\/a>. In some cultures simply saying you\u2019re sorry will do. In others, you need to provide a written apology, or bow when providing a face-to-face apology to demonstrate your sincerity.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><strong>Ask for feedback<\/strong><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>As part of the apology, you can also ask for some customer feedback. Or contact the customer again to see if there is anything further that can be done to help them. You might also just follow up to provide an update on the changes you\u2019ve implemented to avoid a similar issue in the future. By checking in again after the apology, you can demonstrate that you appreciate their support and want to continue to do better.<\/p>\n<div class=\"div-spacer\"><\/div>\n<p>Apologizing to customers is important, but before it ever even comes to that, it&#8217;s important to have a process in place that will alert you when customer dissatisfaction and concerns arise. That&#8217;s where Sogolytics can help.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><a href=\"https:\/\/www.sogolytics.com\/customer-experience-platform\/\" target=\"_blank\" rel=\"noopener\">SogoCX<\/a> helps you capture capture critical insights with powerful features, like a custom CX dashboard and dynamic reports providing real-time alerts about (positive <em>and<\/em> negative) customer feedback.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>By catching red flags early on, you can take action to mitigate problems when they first arise. Want to learn more? <a href=\"https:\/\/www.sogolytics.com\/request-a-demo\/\" target=\"_blank\" rel=\"noopener\">Let&#8217;s get on a call<\/a>, and we&#8217;ll discuss how SogoCX can help you!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Your business doesn\u2019t want to make mistakes, yet failures do happen. A well-timed and genuine apology can help the business recover with customers. But issuing a public apology isn\u2019t always the right answer. This article discusses exactly how and when to apologize to customers in order to have the most positive impact. The art of apology A business apology to your customers can: Acknowledge injury or damage Take responsibility for a mistake Express regret Show remorse or humility Ask for forgiveness Convey commitment that something won\u2019t happen again Offer some form of compensation or restitution Offering an apology can help strengthen your business and rebuild customer trust. Take JetBlue\u2019s CEO Robin Hayes who offered an apology for April 2022 delays and cancellations at Logan International Airport. While announcing a new flight to London from the Boston airport, he told the assembled press, \u201cWe are really sorry for everyone that was disrupted. We take canceling any flight personally.\u201d He added that he understood \u201cthe frustration\u201d and that the company would learn and improve where it could. When (and when not) to apologize to customers Having leadership make a public apology can be wise, and earn you a second chance with your customers. Yet, business apologies are complicated. They are not always going to be a good idea. When to apologize Apologize when you, your team, or your company has made a mistake or caused a problem. There are many things that happen in the course of business that could qualify for [&hellip;]<\/p>\n","protected":false},"author":41,"featured_media":4964,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,204],"tags":[374,429,597,176,105,427,216,600],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How and When to Apologize to Customers - Sogolytics Blog<\/title>\n<meta name=\"description\" content=\"Knowing how and when to apologize to customers can help satisfaction with your business and build brand loyalty. Here&#039;s how you can do it.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sogolytics.com\/blog\/how-and-when-to-apologize-to-customers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How and When to Apologize to Customers - Sogolytics Blog\" \/>\n<meta property=\"og:description\" content=\"Knowing how and when to apologize to customers can help satisfaction with your business and build brand loyalty. 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