When a company makes a mistake—such as a marketing misstep or a product failure that leads to a recall—a good apology can make a big difference in how we as customers feel about them. Things can go wrong for all kinds of reasons. On top of addressing the immediate fallout of something going wrong, a company must be prepared to explain what happened—and in many cases, apologize.

Businesses are bound to make mistakes and disappoint their customers. But how you build your apology message and your careful attention to executing it appropriately can make the difference between losing those customers or increasing their loyalty. When delivered well, your apology message can improve the customer relationship to the point where it is stronger than if the mistake had never happened — a phenomenon known as the service recovery paradox.

Businesses are bound to make mistakes and disappoint their customers. But how you build your apology message and your careful attention to executing it appropriately can make the difference between losing those customers or increasing their loyalty. When delivered well, your apology message can improve the customer relationship to the point where it is stronger than if the mistake had never happened — a phenomenon known as the service recovery paradox. In this article, the author outlines five steps for writing an effective apology message and explains why it’s important to share the apology process internally and with external stakeholders. It not only shows vulnerability from the organization but also shows other customers that the company can be relied upon in times of distress.