Category: Email Best Practices

Before You Hit Send!

Before You Hit Send! 3 Rules to Protect Your Company from Broken Relationships and Lawsuits Email was created to make our lives easier, but bad things happen over email every day. Conflict, broken peer relationships, […]

Before You Send That Next Email…read this.

***Live webinar*** Before You Hit Send: How to write business-friendly emails that create emotional connections with customers and leave customers saying “WOW!” Friday, September 17, 2010 1:00pm – 3:00pm ET Find out how to amaze […]

SMH (scratching my head)

I just got an email complaint from a customer who attended my Before You Hit Send webinar. The webinar discusses why so many companies blow it with customer email and how my viewers can do better.  A […]

How Should You Handle a Customer Complaint Over Email? Here Are 7 Tips To Get You Started.

 “Hi Myra. What advice can you share about best practices for responding to a customer’s complaint over email?” –Albert Myra’s Answer Hi Albert. Every email that goes out from your customer service team has your company’s […]

Are Your Reps Making Any of These Mistakes In Consumer Email Responses?

    An estimated 11 billion emails are sent everyday worldwide. If your Customer Service Department receives 100 emails a day and each one takes an average of 10 minutes to deal with, that’s more […]

How to Craft Friendly Emails That WOW Customers

How to Craft Friendly Emails That WOW Customers 10 Tips to Take Your Emails to the Next Level!  You’re in for a treat, because today I have for you a unique email session with the […]

How to Handle a Complaint Over Email -7 Simple Steps

Every email that goes out from your customer service team has your company’s brand in the signature line, it puts your corporate reputation on the line, and at the fingertips of a disgruntled customer, your […]

The Corporate Apology: How to Apologize In 5 Easy Steps

Successful African-American Businessman

You probably remember the story about dozens of JetBlue Airlines’ passengers being stranded for more than 10 hours on the tarmac without taking off. Would you believe that JetBlue still managed to get the JD Power & Associates Award for #1 Customer Satisfaction for the airline industry for that year?

How did they do it? They apologized outright to customers after the traumatic event. And here’s how they did it:

 “We are sorry and embarrassed. But most of all, we are deeply sorry.”

A lot of companies are afraid to apologize because they think an apology assumes responsibility or that it may put the company at risk for liability. And I think this is a huge mistake.

The JetBlue example assumes total responsibility, holding nothing back. Look at how JetBlue goes on with their apology:

“Words cannot express how truly sorry we are for the anxiety, frustration, and inconvenience that we caused. This is especially saddening because JetBlue was founded on the promise of bringing humanity back to air travel and making the experience of flying happier and easier for everyone who chooses to fly with us. We know we failed to deliver on this promise last week.”

JetBlue’s apology acknowledges their passengers’ “pain,” assumes accountability, conveys sincere concern, and the apology is direct. Most companies are too cautious to pull off an apology like this. Maybe the willingness to offer a genuine, bold apology after a service mishap is part of the reason JetBlue has topped the JD Power rankings for best in customer service for four consecutive years.

If your goal is to restore customer confidence and retain more customers, you need to apologize to customers in the wake of any problem, regardless of fault. When you do, you create emotional bonds with customers and build and strengthen customer loyalty.

Following are the 5 simple steps to apologizing to customers.