Apologize like a human being. Everyone makes mistakes. So why, when you send out a letter of apology or email or make an apologetic phone call, do you end up sounding like a robot? “I’m sorry for any inconvenience this may have caused” not only downplays any problem your customer may have had, it also just sounds insincere. Own up to the failure completely (no blaming anyone but yourself) and in plain, simple words, say you’re sorry for the mistake.
Use a personal touch. As we’ve discussed, the traditional walls between what’s business and what’s personal are coming down, or at the very least becoming thinner and being pushed back. Now, we’re not saying that you should pry into your customers’ private lives or show up to their houses uninvited, but it will show them you care if you take an interest in their lives. Let them give you all the information you’re comfortable giving, and tell them some things about yourself, too. Distance is overrated.
Own the news about your agency, even if it’s bad. Don’t try to cover up your mistakes. Eventually, the news will get out; word of mouth is incredibly powerful these days (think email and Facebook). Who would you prefer telling the story? Someone you trust, such as yourself, or a stranger? If there’s a problem, own up to it. And tell your customers how it happened from your perspective. People will appreciate the candor and you can make sure the truth gets out into the public.
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