What’s in this article:
- Examples of what to do and what not to do when crafting an apology to customers
It’s one of the earliest things we learn in childhood: If you mess up, say you’re sorry. Somehow, this lesson escapes many in adulthood, particularly those in charge of issuing apologies on behalf of large companies.
Whether it’s a poorly timed social media post or insensitive comment from a high-ranking exec, mistakes are inevitable. In a world where almost everyone is connected to constant news sources, there’s no hiding it once you’ve publicly messed up.
So, what happens next? Well, you could attempt to deflect blame or sweep it under the rug, but that won’t go unnoticed. Instead, consider these examples of what to do — and what not to do — when crafting an apology.
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Do: Say you’re sorry
This should be a given, right? “I’m sorry” is pretty much the basis for all apologies. Yet you’d be surprised how many brands have tried to avoid responsibility by not using the words “we’re sorry” or even “we apologize.” You’ve already messed up; now it’s time to own up to it.
Don’t: Follow those words with “if”
We’ve all seen it: the apologies that go something like “We’re sorry if anyone was offended.” “We’re sorry if our actions were misinterpreted.” Don’t do that! It puts the burden and blame on your audience instead of taking responsibility for your actions. When you say you’re sorry, let that be a complete statement.
Do: Commit to a plan to make it right
There are small mishaps, and then there are big mistakes. The latter can’t be solved with a simple apology, so think of that as step one in a larger process. Identify ways to make it right, and then share that plan with the general public. Next — and here’s the really important part — follow through with your new strategy, because customers will hold you accountable if you don’t.
Don’t: Use passive voice
Any good editor can tell you that using a passive voice makes your writing sound weak and less authoritative. Mary wasn’t eaten by zombies; zombies ate Mary! This goes double when issuing an apology. Much like tacking an “if” statement to the end of your apology, using passive voice makes it sound like you’re trying to elude taking responsibility. Don’t say “mistakes were made.” Own up to it and admit that your company made a mistake. That’s the first step to setting things right.
Do: Take feedback to heart
Some gaffes are obvious in retrospect. Other times, you may not fully understand why something you’ve done has rubbed people the wrong way. Just because the reason isn’t immediately obvious, that doesn’t mean you should disregard it. Consider it a learning experience and explore the issue from different perspectives. That way, when you apologize, you’ll really mean it.
It’s never easy to admit you’ve made a mistake, but the only way out is through an apology. Instead of dwelling on it or avoiding it, take it as an opportunity to connect with your audience. Be honest, direct, and sympathetic. This way, you’ll be able to move forward and ensure that you don’t make the same mistake twice.