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APOLOGY LETTER TEMPLATE FOR COMPANIES

Uh-oh…Something happened in your business and it’s time to apologize. Even if it’s not your fault it is important to let your users know that you care about them and that you’re doing your best to right whatever wrong has happened.

 

Sometimes this happens when you’re working with a 3rd party service and they make a mistake. You still need to take responsibility for what happened because at the end of the day, your users are trusting you to provide them with good service and take care of their needs.

 

When you discover something unfortunate happened it’s best to get ahead of the wave of support emails that might come in by being quick to release an apology letter to describe to your users the details about what happened.

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COMPENSATING FOR A MISTAKE IN YOUR BUSINESS

As an apology to your loyal customers you might want to offer them something for free.  If you have a subscription service that was suddenly not available to your users, you may want to offer them a free month of service or a discount on another product that you offer.

 

If you have a blog and your blog was down over the weekend, you might want to offer them a freebie PDF or e-book. Although problems with your site or online services are a serious thing, you might want to try and be light-hearted about it and slightly tongue and cheek and offer them a “How Not to Let Your Website Crash” PDF based on what you’ve learned from the incident.

PREVENTING ERRORS IN THE FUTURE

It’s all about building brand loyalty. You want your users to trust. Even if you think most of your users will not even be aware of the problem, you still an use it as an opportunity to gain trust. Being totally transparent about what happened can make your company appear more personal instead of being just a faceless corporate structure that your users may imagine your company to be.

 

When writing an apology letter, it’s best to have one person address your audience as themselves instead writing it from team’s perspective. For example, use the real name of somebody working in the company to sign the letter instead of signing it as “The Blah-blah-blah Team”.  

MISTAKES ARE OPPORTUNITIES TO GAIN TRUST

This is also a good opportunity to reassure your loyal customers that you and your team will try and prevent this kind of issue from happening again. This also makes you open to customer feedback and may help you find additional customer concerns that you may not be aware of.  

The SOP Template provided includes suggestions for what you should add in your letter. Some sections to include might be a question and answer portion where you consider what a user might be asking about with regards to the incident. For example, What happened to cause this issue?, Why didn’t it get fixed earlier?, and What will you do in the future to prevent this thing from happening?.

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BE PREPARED FOR FUTURE MISTAKES