Article | Customer Experience

Turning an Apology Into Appreciation

Jada Sudbeck
L handwriting a card
L handwriting a card

Can an apology ever be so good, so sincere, that it transforms a frustrating customer experience into a relationship-building one? Apologies are tricky. The words you say changes the message you convey.

  • We’re sorry.” Not only do these two words validate your customers’ frustration, but empathetically acknowledge their inconvenience. It lets your customer know the error was on your company’s part, and you’ll do your best to make it right.

  • Thanks for letting us know.” By saying this, you’ve created a partnership with your customers, validating that their input helps improve your product or service. It can also be used in more ambivalent situations when there is no blame on either side.

  • “You’re important. We appreciate you.” Send this powerful message when your company is not at fault, but your customer doesn’t agree.

If our customers hear these messages too often, even the right words can carry less impact and may even sound robotic. Let your customers know they were handled uniquely by adding a personalized gesture that demonstrates I’ve listened to you and appreciate you as an individual.

Hallmark Business Connections created the Customer Care Solution to help call center associates do just that in a personal way. One employee using the program told us:

“Although I can’t always give the customer the solution they want, sending a card makes me feel better and shows them that we understand.”

Watch this story of an apology that went full circle from an unhappy customer to a customer so moved that she sent a card of thanks to the associate.

A well-done apology program is full of hidden benefits and opportunities. Learn more in The Art of the Apology: Impacting Customer Experience.