A thoughtful message can make the difference between a lost customer and a loyal one.
May 05, 2023
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Summary. Businesses are bound to make mistakes and disappoint their customers. But how you build your apology message and your careful attention to executing it appropriately can make the difference between losing those customers or increasing their loyalty. When delivered well, your apology message can improve the customer relationship to the point where it is stronger than if the mistake had never happened — a phenomenon known as the service recovery paradox. In this article, the author outlines five steps for writing an effective apology message, and explains why it’s important to share the apology process internally and with external stakeholders. It not only shows vulnerability from the organization, but also shows other customers that the company can be relied upon in times of distress.
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A tired employee is updating shipping orders late at night at a textbook brokerage. They make a mistake in the code and accidentally ship outdated management textbooks to an important customer. Three days later, classes have begun, and with demanding course loads, the students already feel behind. Many are seeking immediate replacements. Cue the angry phone calls and emails.
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Read more on Business communication or related topics Business management, Crisis management, Customer experience and Customer service
Tim Riesterer, Chief Strategy Officer atCorporate Visions, is dedicated to helping companies improve their conversations with prospects and customers to win more business. A visionary researcher, thought leader, keynote speaker, and practitioner with more than 20 years of experience in marketing and sales management, Riesterer is coauthor of four books: Customer Message Management, Conversations That Win the Complex Sale, The Three Value Conversations, and The Expansion Sale.
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New!
HBR Learning
Writing Skills Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Writing Skills. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Capture your audience's attention with smarter emails, Slacks, memos, and reports.
Read more on Business communication or related topics Business management, Crisis management, Customer experience and Customer service