客户投诉连载：为损坏或有缺陷的产品或服务道歉，该如何回复？ How to Write Apology Letters
任何人做生意，都不希望出现任何问题，比如员工服务态度问题，比如车间排产问题，比如产品质量问题，比如售后服务问题等。但是问题是在所难免的，总会有这样那样的问题出现，这就需要我们去妥善处理问题，尽最大努力向客户道歉并予以弥补。
No one wants to meet any problems when doing business.
Customer Service
Workshop Production
Product Quality
After-sales Service
。。。
However, problems are inevitable. It comes now and then. We need to deal with the problems properly and do our best to apologize to the clients and make up for what they have suffered.
许多公司都害怕向客户写道歉信，因为他们害怕为不好的事情承认错误,接受指责。 然而，道歉不是世界末日，道歉是更好合作的开始，道歉以后还要提供合理的解决方案，这在先前的文章里反复强调过了。很多人觉得说声对不起就完事了，这远远不够。
Many companies dread writing apology letters to their clients out of fear of admitting wrongdoing or accepting blame for an unpleasant situation. However, an apology is not the end of the world – in fact, it is a new beginning of cooperation.
You must provide your clients with proper and reasonable solutions after you apologize. It's not ok with only an apology, that's far from the satisfication.
外贸铁手腕：如何让新客成为老客，获得更多订单？ How to get old clients and more orders?
——Mike外贸说
如果表达得当，道歉可以是增进与客户的合作的手段，客户会觉得你负责任，可信赖。成功的道歉可以将消极的体验变成积极的体验。但如果你保持沉默，置之不理，那客户绝对不会再与你合作。
If an apology is properly expressed, it can be a means of enhancing cooperation between you and your clients. Your clients will believe that you are very responsible, trustable and reliable.
However, if you just keep silent, pretending that nothing had happend, the clients will absolutely refuse to work with you any more.
以下Mike分别列举一封服务质量差的和一封好的道歉信示例，以便大家知道如果你的公司需要应对类似情况该怎么做。
Mike listed a bad and a good example of Apology Letter for your reference, so you know how to deal with such situation when it comes to you.
为糟糕的客户服务待遇道歉
Apologizing for Poor Customer Treatment为损坏或有缺陷的产品或服务道歉
Apologizing for a Damaged or Defective Product or Service为延迟或不当运输道歉
Apologizing for Delayed or Improper Shipping为结算问题道歉
Apologizing for Billing Issues为产品召回道歉
Apologizing for a Product Recall为取消服务或活动而道歉
Apologizing for Canceling a Service or Event
今天我们讲第二种情况：
The Second Situation:
Apologizing for a Damaged or Defective Product or Service
产品问题最大的问题，在之前分享的致企业管理者告白书：一个企业的发展，靠的究竟是什么？和没有这个意识，外贸企业难以存活或发展中就特别强调，产品质量是一切利益的核心，是企业发展的核心。
Product problems are the biggest problems. In previous articles shared, it was emphasized that product quality is the core of all interests and the core of enterprise development.
一旦出现产品质量问题，而你又不能平复客户的烦躁心理，也不能提供有效可行的解决方案，那今后就不会再收到对方的订单了。
Once there's something wrong with the quality of your products, you can't calm their nerves, and can't provide them with effective and feasible solutions, then you'll never receive their orders any more in the coming years.
Bad Example：
Dear ***,
Thank you for contacting us about the defective products.
Please allow me this opportunity to apologize for the inconvenience you experienced with these items.
If you would like to order new ones, please send details to ***@***.com , or call us +86-186 **** ****.
Thanks, and we are sorry again.
Sincerely,
***
Good Example:
Dear ***,
Thank you for contacting us about the defective products.
We are truly sorry that the items you received did not function as promised.
We understand your anger and disappointment, and seriously apologize for any inconvenience it may have brought you.
Before we ship any products, it undergoes several stages of quality checks. It is our intention to provide only the highest quality items to our clients, and we regret that the products you received slipped past our quality measures.
We have gone ahead and shipped you some new ****, which should arrive at your specified address in *** business days. When you receive it, please return the defective items for routine check-up, so we know how it happened to avoid such problems in the coming orders.
We understand that sales is a time-sensitive matter, and will be offering you a $1.2 off in your next purchase in hopes of compensating for the inconvenience.
Thank you again for bringing this issue to our attention—please feel free to contact with any further concerns.
Sincerely yours,
***
应该做：
Things to do:
解释为什么缺陷/损坏发生
Explain how the defect/damage happened.
主动为客户提供必要的替代品。
Proactively provide clients with the necessary substitutes.
如果需要，为客户提供一定的折扣，以表明关心他们对于你的产品或服务的满意度。
If needed, offer the clients a certain discount, to show that you care about their satisfaction on your products or service.
表明公司将采取措施，以确保类似情况不会再现
Guarantee that measures will be taken to avoide such problems向客户表示，如有问题，我们愿意提供协助
Provide help
不要做：
Things can't do:
道歉表达模糊不清
Vague Apologies找借口或推卸责任
Make excuses or pass the buck保持问题未解决状态
Leave the problems unsolved让客户自己采取额外的步骤，以便减少损失，例如重新订购产品。
Let the clients take extra steps on their own so as to decrease their own loss, such as reordering the products.
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