How To Apologise To Your Customers When Things Go Wrong

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Thankfully, if you act fast and respond in the right way, it’s often possible to turn things around. In some cases, you may be able to use this opportunity to show how much you care about your customers and demonstrate your willingness to go the extra mile.


Here are just a few tips to help you respond in the best way possible:

Say sorry

One of the most cost effective ways of making amends when things have gone wrong involves a sincere apology. Research suggests that the most effective apologies are empathetic, specific and explanatory. The more thorough you are, the better.

Explain how you’ll put things right

Just saying sorry won’t always be enough. Explaining how you plan to put things right and prevent a similar bad experience from happening again can really help you to win this particular customer back around. It can also show other customers that you value and appreciate them.


You’ll prove that you care about customer feedback and that you’re passionate about acting upon negative comments and reviews.

Add a personal touch

One of the worst things a business can do in the wake of a complaint is act as if the customer is just a number to them. Even if the loss of this customer would leave only a very tiny imprint on your business, they’re worth fighting for.

Be sure to add a personal touch to your response and show that you care. A personalised tweet, letter or email can be a great start, but if you’d really like to go the extra mile, a customised gift could be even more effective.

For example, whether you’d like an individually wrapped cookie with your customer’s name written on it or you want to spell out your apology in cookie letters, we can help you make amends and leave a lasting impression.

All our cookies are freshly baked and hand decorated with care, making them the perfect gift for someone who needs their faith in your company restored. Imagine their delight when they receive a delivery and discover that it’s a box of customised cookies designed especially for them. To learn more about our corporate cookies, please get in touch with our team.

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