5 Ways To Apologize To A Customer Without Saying Sorry
Updated: Jun 18, 2024
Expert Panelists are handpicked and invited to contribute because of their knowledge and valuable insight within the areas of Business, Mindset, Leadership, Lifestyle, and Sustainability. Members of The Brainz Magazine community of experts will share their best tips, advice, ideas, and hacks on different topics.
1. Compensate with something extra
If some unexpected circumstances made a downgrade of your services/products and your client is not satisfied. You can amaze them with another product, or extra services and compensate for your mistake. This is the time to show you want to have a long-term story with this client instead of a one-time solution. Customer journey is emotional, show your value and make your client trust in you for future business.
Roberta Perez, CEO Nordic Ways
2. Say thank you
One of the easiest ways to give an apology without saying "sorry" is to thank your clients or customers. Thank them for the skill that they would be practicing to move forward to a positive place. You can thank them for their patience, understanding, open-mindedness, and more. Here is a great example. If you are late to a meeting or with a deliverable, try to say, "Thank you so much for your patience and understanding for getting this to you later than expected".
Arliss Dudley-Cash MS, MBA, Business Coach and Consultant
3. Consider what unhappy customers are looking for
It's never a plain ‘sorry’ or big apology. As always when people are unhappy, they are looking for an emotional ‘fluffing up’ and a psychological boost. Most of the time they want only three things:
Attention and the feeling that they are important
Validation and the confirmation that they are making sense and are understood
And if applicable, a solution or closure, such as a reassurance that the situation will be solved within a certain time frame or that they will receive compensation.
4. Responding to disappointment with a plan of action
Making mistakes is inevitable; we're all human after all, but it's how we handle those mistakes that truly matters. When I think back to the best customer service experiences I've had, it was how the company responded to some mistake or oversight that imparted accountability, validation, and a desire to go above and beyond to "make it right."
An apology doesn't right the wrong, and after it's issued, the inevitable follow-up is, "what do I do with that?" By resolving to take action, by validating their experience and outlining a plan, by letting the client know how much they matter, and how you will stand behind your brand with integrity and accountability, you afford yourself the chance... to turn potentially disgruntled customers into your best evangelists. This imbues your customers with a sense of reassurance, trust, and empowerment. Responding to disappointment with a plan of action will pay dividends for your company for much longer than an apology ever could.
5. Show your softer side
And in the end... it's okay to apologize. We are all human. We all make mistakes. And vulnerability is a strength. So show your softer side. Be open. Be honest. Be proud. And sometimes, just say sorry.
