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How to Write an Apology Email That Restores Customer Trust

how to write customer apology mail

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    “Have you shipped the wrong product to your customer and is he angry?” or maybe the quality of your service wasn’t nice, and you are concerned that you might lose him?” I also faced such issues. There’s no way that changes the fact that you did a mistake, but you can rectify that for sure. How? Send an apology email to the customer and restore your relationship with him.

    That’s what I did! And the best part is most of the time, customers do understand and accept your apologies just by saying that “It’s ok!” or “Thanks for understanding! It’s fine.”

    Here, in this blog, I will discuss what an apology email actually is, and how to write it with different scenario-based examples that you can use for reference. So, let’s dig in.

    Why Write Apology Emails to Customers?

    Even the best company makes mistakes. It’s all about accepting, rectifying, and learning from it. When something undesirable happens from your side resulting in customer dissatisfaction, the first thing you should do is admit your mistake. Then write a business apology email to that customer and it costs nothing. It will turn the table and the dissatisfied customer will appreciate your effort. Such an effort not only saves your company’s reputation but also increases the loyalty and affection of your customers towards your brand.

    Here’s I have listed down some important points to keep in mind while writing an apology email to any customer. These tips are also helpful to get an idea on how to respond to negative reviews when you are responsible for the dissatisfaction.

    • Accept your faults first and never give excuses
    • Explain what went wrong from your side
    • Let them know that your team is working on it to fix those issues
    • Make them convinced that such mistakes will never happen from your side


    How to Write Apology emailers: Tips & Tricks

    Well, how will you apologize? It’s the same way we say sorry to our partners. Can you do it? Ok. Let me explain!

    Here are some tricks to make them feel that you really mean it!

    • Express empathy
    • Repair your mistakes
    • Ask for Customer feedback
    • Occasional follow-ups are good


    • Be vague while explaining
    • Blame others or even the customer
    • Send the apology mail late
    • Keep the customer waiting for a fix

    Now, let’s delve deeper into the intricate practice of making apologies.


    1. Admit Your Mistake

    Keep your ego outside and just accept your mistake. Admit that it was you who screwed up in delivering the right product or failed to respond to his complaint. Write the apology email in such a way that clearly expresses who the victim (customer) is and who is the offender (you or the company).

    Taking complete responsibility for your mistake is the key here. If you use phrases such as “I’m so sorry, but…” or “I’m sorry if you are feeling…”, you might as well bid farewell to your customers. These expressions can come across as dismissive and result in further negative repercussions.


    2. Explain, Don’t Give Excuses

    It’s your chance to make customers feel that you actually understand what went wrong, you really regret it, and are ready to solve the issues as soon as possible. Try to View the situation from the customer’s point of view and contemplate the choices and behaviors that resulted in the mistake.

    So, explain everything in your email to show that the mistake was unintentional and very unlikely to occur. Although it can be concise, the objective is to re-establish trust, hence ensuring that it remains transparent.


    3. Be Empathetic

    Please understand that your customer got affected by your mistake. Your customer also wants to tell you the same. So, in your email, give him a sense of assurance that you really understand that he is upset and your mistake has got him in trouble.

    Add a tone of empathy while you are writing to that customer. It motivates the customer to move on and can even reinforce the connection between both of you.


    4. Repair What Went Wrong

    Once you understand the cause of the mistake, it’s necessary to show the customer that you have learned from the incident and implemented measures to prevent it from recurring in the future. Make him feel that you will always walk the extra mile to restore the relationship.

    At this stage, you can offer him compensation. It can be discounts, attractive deals, replacements, or even refunds as per the choice of that customer.  


    5. Ask for Feedback

    When you send a business apology mail to the customer, it’s a great idea to add the feedback option there. It can be a win-win situation for you. How? Let me explain.

    On one hand, your customer will feel that you care about what he thinks about the company and its services and want to pass on his feedback to the customer service department. On the other hand, he will communicate all his anger and dissatisfaction through your internal channels rather than going to social media and writing about your mistakes.


    6. Follow-Up if Required

    Based on the circumstances, it might be appropriate to send a follow-up email to ensure that the customer is content with your apology. You can also communicate what initiatives you have taken to make sure that such mistakes never happen in the future.

    Following up after sending an apology email to customers is crucial because it shows that you are taking responsibility for the situation and that you are committed to resolving the issue. A sincere apology can go a long way in rebuilding trust with the customer, but a lack of follow-up can undermine that effort.


     Some Apology Email Templates for You!

    To simplify the process, here I have compiled some examples of apology emails to customers that your customer service team can use as inspiration. 


    • Apology Email for Providing the Wrong Information

    You can send such apology emails to customers when you give wrong information to them about anything related to your company, products or services, pricing, etc. This may happen for different reasons like, any kind of human error or wrong data. The email typically acknowledges the mistake and offers a sincere apology, along with a correction of the information provided.

    Here’s one sample email template for you!


    • Apology Email to Customers for Delay in Delivery

    You can send such apology emails to customers for the delay in delivering any product or service within an expected time. Your apology email should acknowledge the mistake and offer a sincere apology.

    Your email’s tone should convey empathy and understanding, reflecting that the company appreciates the customer’s time and acknowledges any inconvenience caused by the delay. The email may also offer an explanation for the delay, where applicable, and outline the measures that will be implemented to avoid similar occurrences in the future.

    Here’s one sample email template for you!


    •  Apology Email to Customers for Wrong Product Delivery

    You can send such an apology email to the customer when the company delivers a product that is different from what the customer ordered. The email should typically acknowledge the mistake and offer a sincere apology, along with a plan for resolving the issue.

    Providing prompt and genuine apologies for mistakes can help to build trust with customers, and increase their confidence in the company’s ability to deliver accurate and reliable products.

    Here’s one sample email template for you!


    • Apology Email to Customers for Bad Service

    Such kind of apology mail you can send to the customers for acknowledging a subpar customer experience. You should express deep regret for the inconvenience caused to the customers due to offering poor service from your side. You should also mention the necessary steps that you have taken for improving your services and overall customer experience

    Here’s one sample email template for you!


    • Apology Email to Customers for Unsatisfactory Product Delivery

    You can send such an apology email to a customer when he is not satisfied with the product delivered by your company. 

    First, express your sincere regret for not meeting his expectations. Your email should explain the steps on how you are going to deal with such an issue. You can offer some sort of compensation at this stage like deals, discounts, or even refunds as per your company policy. Overall, your apology email should convey empathy and a willingness to make things right for the customer.

    Here’s one sample email template for you!


    • Apology Email for Customer Complaints in General

    An apology email for customer complaints in general should begin by acknowledging the issue and expressing sincere regret. Your email should provide details about the complaint and explain what steps the company is taking to address it. You should offer a genuine apology and assure the customer that the company will take steps to prevent similar issues from occurring in the future.

    Here’s one sample email template for you!


    Key Takeaways

    You really don’t want to make customers dissatisfied or spoil their experiences, but mistakes happen. When that time comes, just apologize nicely. It will definitely work in the business relationship with your customers.

    • Be truthful and transparent in your apology email

    • You can use these apology mail templates for your reference

    • Don’t be late in sending the apology mails

    • Don’t give excuses

    Apologizing to your customers costs nothing but it will definitely help you reconcile with them. 

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    Suvashree Bhattacharya

    Suvashree Bhattacharya is a researcher, blogger, and author in the domain of customer experience, omnichannel communication, and conversational AI. Serving as a content marketing strategist at REVE Chat, she develops contextual and interesting content for customers from different industries and segments like customer service, customer satisfaction, engagement, messaging platforms, etc. Passionate about writing and designing, she pours her heart out in writeups that are detailed, interesting, engaging, and more importantly cater to the requirements of the targeted audience. Her interests include reading, painting, and traveling.

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