Presentation from the platform of Al-Midrar Institute

1. BUSINESS
COMMUNICATION
HOW TO WRITE CORPORATE APOLOGY

2. SOME GUIDELINES
• Overtly state you are sorry. “I apologize.” “I’m sorry.” “I regret.”
• Ask the reader to accept your apology.
• Summarize what happened, to reflect your understanding.
• Offer remedies, if this is needed.
• Address only the apology in your note. Keep it to this one subject.
• Don’t infer your reader was also to blame. Not: “I only wish you
had been more clear my attendance was needed.” Address only
your own actions.

3. • Don’t blame anyone else. Not: “My team leader was unclear
with his instructions, so I thought I was to present next week,
not this week.”
• Don’t globalize the issue. Apologize for this situation, at this
time. Not: “I’m sorry I was late, but you rarely start meetings
on time. I thought I would arrive before the meeting started.”
• Most importantly, don’t use the common “sorry, but” formula.
It’s insincere and makes you look angry. Not: “I’m sorry I
overreacted, but you were not clear about your instructions.”

4. APOLOGIZING FOR POOR CUSTOMER TREATMENT
Do:
• Say sorry and express sincere regret.
• Be specific about what happened.
• Validate and relate to the customer’s feelings.
• Show what steps your company will take to make sure the inconvenience won’t
happen again.
• Give your customer your contact information for extra measure.
Don’t:
• Be vague.
• Make excuses or shift blame.
• Leave the issue unresolved.

5. APOLOGIZING FOR A DAMAGED OR DEFECTIVE PRODUCT
OR SERVICE
Do:
• Explain why the defect/damage was a one-time occurrence.
• Provide the customer with a hassle-free replacement.
• Gauge how upset the customer is – if needed, offer the customer a care token,
such as a discount, to show that you care about their loyalty and satisfaction
Don’t:
• Make the customer take extra steps on their own that you could easily help
them with, such as reordering a product.

6. APOLOGIZING FOR DELAYED OR IMPROPER SHIPPING
Do:
• Explain why the shipment was delayed.
• Show that you realize and care about the inconvenience that this may have
caused.
• Present the customer with a plan to get them their product as soon as possible.
• Include a link to shipment updates and tracking.
Don’t:
• Be vague about the cause for the shipping delay.
• Be vague about when the customer will receive their shipment.

7. APOLOGIZING FOR BILLING ISSUES
Do:
• If possible, explain the reason for the billing error.
• Provide the customer an immediate refund if double charged.
Don’t:
• Renounce connection to or responsibility for what happened.
• Ask your customer for information that you don’t need.
• Ask the customer to send you sensitive information online.

8. APOLOGIZING FOR A PRODUCT RECALL
Do:
• Make your customer feel valued.
• Present your company’s mission statement and how this statement relates to
the recall situation.
• Give specifics about the recall.
• Give affected customers exact information on how to act.
Don’t:
• Make excuses.
• Frighten your customer with ominous details.
• Give vague information that does not provide a solution.

9. APOLOGIZING FOR CANCELING A SERVICE OR EVENT
Do:
• Show your customer that they are a vital part of your company’s success.
• Reimburse your customer immediately.
• Let your customer know if and when the event can be rescheduled.
• Offer your customer other options.
Don’t:
• Keep the reason for the cancelation from the customer.
• Leave your customer unclear as to when and how they will be reimbursed

10. WHAT TO KEEP IN MIND BEFORE WRITING CORPORATE
APOLOGY
• Find out how people really feel
• Act fast
• Don't write a press release
• Actually say "I'm sorry.“
• Say how you're going to fix it
• Watch your tone
• Use the platform that makes sense