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Perfect Apology Tool Kit

Customer Apology Email


Subject: Our Sincere Apology and Ongoing Commitment to Your Satisfaction

Dear [Customer's Name],

I am reaching out to extend our sincere apologies for the issue that occurred on [date].

The incident involves [describe the situation with details if appropriate, e.g., a mistake in our service, a product issue, an error in shipment, a defective product, a delayed service, etc.], and we are deeply sorry for any inconvenience it caused you.

We fully acknowledge the impact our shortcoming must have had on you and take complete responsibility for the oversight. Our team and I genuinely regret any frustration or disappointment this situation may have caused.

Your satisfaction is of utmost importance to us, and we are committed to resolving this matter to your complete satisfaction.

We have conducted a thorough internal review to identify the incident's root cause and assess our responsibility in the event. We want to assure you that we have taken prompt measures to prevent any recurrence and are utilizing this experience as a valuable learning opportunity to improve our procedures and provide better service to you in the future.

We genuinely ask for your understanding and forgiveness. To demonstrate our sincerity, we are [mention any form of restitution (if you can provide some, and a timeline on when they can expect it) e.g., issuing a refund, providing a discount on your next purchase, sending a replacement product, etc.]. We hope this gesture conveys our commitment to making amends and rebuilding your trust in our brand.

I understand that a mere apology cannot undo your inconvenience, but I genuinely hope you can see beyond this one incident. Your satisfaction is our priority, and we will do everything in our power to regain your trust.

We value your relationship with us and are dedicated to regaining your confidence.

If you have any further concerns or if there's anything specific you would like to discuss, please do not hesitate to reach out to me directly at [your phone number] or [your email address].

Once again, I am deeply sorry for the frustration this situation has caused you. Your patience during this time is immensely appreciated.

Thank you for your understanding, and we look forward to the opportunity to serve you better in the future.

Warm regards,

[Your Name]
[Your Position]
[Your Company] [Your Email Address]
[Your Telephone Number


This customer apology email is best used in situations where the customer is aware of the issue/incident.

To email a customer and apologize BEFORE the customer knows there's an issue look no further than this email template: Apology Email to Customer.

Want more? Our article on how to write an apology email ⇗ on our main site has a general apology email template, do's and don'ts, tips, and different openings and closings that you can easily copy and paste into your own customer apology.

Or, go to the Full Directory of Apology Letters in our Tool Kit.