Unfortunately, all businesses find themselves in a position of having to write apology letters sooner or later. An employee isn't as helpful as he or she should have been. Despite your best efforts, you could not provide delivery of a purchase when promised. The reasons vary, but if a customer isn't happy, it's time for an apology.

The circumstances surrounding the apology may be negative, but the way you handle the situation can actually strengthen your customer relationship.

• For an apology to be effective, it needs to be given quickly. As soon as you are aware of a problem, respond immediately even if only to say, "We're sorry. We're looking into the situation, and we'll get back to you with a resolution."
• Your first choice in contacting a disgruntled customer should be in person or by phone, not by email or letter. If you are unable to reach the customer by phone or talk in person, then an apology letter or email should be sent. An apology letter can also be sent as a follow up to an initial conversation.
• What should you say in your letter? Keep it simple and brief. Be sincere and helpful, but don't go overboard on the apologizing and attempt to hide behind that.
• Don't be defensive. That may seem obvious, but I've worked for companies who did not want to take ownership of a problem. Even if you truly don't feel your company is at fault, an apology for the customer's disatisfaction can still diffuse the situation. A simple apology can go a long way in making customers happy and preventing them from telling everyone they know about their "terrible experience" with your company.
• Don't dwell on the damage done. Instead focus on what resolution you are offering the customer, and what your company is doing to ensure the situation doesn't happen again.

Use this Apology Letter Outline

We at XYZ Mattress Company apologize for the recent problems you experienced with our company. We regret being unable to deliver your new mattress by June 1, 2006, as we originally promised.

Second Paragraph. If there is any additional bad news, deliver it here. Don't bury it on down in the letter. Also, provide a brief explanation of the situation.

Unfortunately, manufacturer delays mean we will not be able to deliver your Queen Sleep Right mattress until July 1, 2006. Demand created by the Memorial Day Sleep Right Sale was greater than the manufacturer anticipated. Even so, XYZ Mattress Company does not find this delay acceptable.

Third Paragraph. Tell what you're doing to remedy the situation. Even if you can't deliver on the original promise, you can offer the customer some compensation for his or her inconvenience.

To compensate you for the inconvenience we have caused, we are reducing the purchase price of your mattress by an additional $200. Also, if you prefer not to wait for the July 1st delivery, we invite you to our store to choose any in-stock mattress (also with the $200 reduction) for immediate, free delivery.

Final Paragraph. Apologize again. Thank the customer for his business. Provide your contact information.

We again apologize for not exceeding your expectations. You're important to us, and we appreciate your business. Please don't hesitate to contact me personally at 555-254-3467 ext. 22 or jsmith@xyzmattress.com, as we work to resolve this situation to your satisfaction.

Get Started With These Sample Apology Letters

Other Helpful Tips

• As with all business letters, follow a business letter format.
• Use my business writing tips to help you write better letters.