When something was your fault.
WHAT A GOOD APOLOGY CONTAINS
What happened That it should not have What you are doing about it What prevents recurrence
WHAT IT DOES NOT CONTAIN
Excuses Blame directed elsewhere Conditional wording
WHAT CONDITIONAL WORDING SOUNDS LIKE
Regret that someone feels a certain way, rather than regret for what was done.
WHY IT BACKFIRES
It is recognised immediately, and it compounds the offence.
WHAT TO SAY INSTEAD
Plainly what went wrong, and that it was your responsibility.
WHAT TO AVOID
Apologising repeatedly through a message.
WHY
It becomes filler, and it dilutes the one that mattered.
HOW MANY TIMES TO APOLOGISE
Once, clearly.
WHAT TO SPEND THE REST OF THE MESSAGE ON
The remedy.
WHAT A REMEDY SHOULD BE
Proportionate, and offered rather than negotiated.
WHY OFFERED
Making a wronged customer ask for compensation adds insult.
WHAT NOT TO OFFER
Compensation before understanding the impact.
WHY
It can read as buying silence.
WHAT TO DO WHEN IT WAS NOT YOUR FAULT
Do not apologise for fault; express regret for the situation and help.
WHY THAT DISTINCTION MATTERS
Accepting blame that is not yours creates precedent and liability.
