A Sample Business Apology Letter
This sample business apology letter shows how a major airline takes a negative situation and bad experience and turns it into a positive one, by being proactive and looking for reasons to build on existing relationships with customers.
What's particularly interesting about this letter is that it's sent out PRIOR to any complaints being received which not only helps retain customers but also builds on an existing loyalty program. A true win/win for the company and a valuable lesson we can all learn.
What's the end result? What does this type of proactive business apology do?
A token gesture (in this case loyalty points) when a complaint hasn't been made will go a long way in solidifying business relationships. It shows the customer that the company is considering their point of view and acknowledging the inconvenience even though a complaint was never made. The fact that the customer would never have questioned their decision not to fly for safety concerns, makes the letter all the more powerful.
We specifically chose this letter as a sample business apology because it can easily be tailored to your business and is a great example of how to pro-actively build on an existing relationships with customers.
There are hundreds of other situations where a business apology may be appropriate—so don't avoid them, seek them out and USE them.
In business, we often pat ourselves on the back when mistakes happen and customers don't complain. The truth is, we may be making a bigger mistake by overlooking valuable opportunities to build our businesses.
Has a complaint already been made? See another sample business apology that illustrates how to address the issue after the fact.