Retention

Apology Email to a Customer

A service-recovery email for when something went wrong: an outage, a missed deadline, a billing error. Owns the mistake, explains the fix, and offers to make it right without over-apologizing.

Use it when: Use after a real miss that affected the customer. Send fast, be specific, and skip the corporate non-apology.

Copy-paste template

Subject: About [what happened], and how we are fixing it

Hi [First name],

I am sorry. [Plainly state what went wrong, for example: "Our app was down for 47 minutes this morning and you could not access your reports"]. That is on us, and I understand how [the impact on them, for example it disrupted your team's morning].

Here is what happened: [one or two honest sentences, no jargon].

Here is what we have already done: [the concrete fix]. And to make sure it does not happen again, we are [the prevention step].

To make this right, [a specific gesture, for example: "I have credited your account for this month" or "I would like to set up a call this week"].

If there is anything else I can do, reply directly to me. I am watching this thread.

[Your name]
[Title], [Company]

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