客户投诉连载：为产品召回道歉，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
今天我们讲第四种情况：
The Fifth Situation:
Apologizing for a Product Recall
产品召回是公开和个性化客户道歉信的常见来源,比如三星Note7的召回, 是发现产品存在安全问题或者产品有瑕疵以后召回产品，避免让消费者陷于危险之中、或让生产商或卖家面临法律诉讼的风险。
Product recall is a common source of both public and personalized customer apology letters, such as Samsung Galaxy’s Note7 recall. It is a request to return a product after the discovery of safety issues or product defects that may endanger the consumer or put the maker/seller at risk of legal action.
产品召回是每个公司都可能会遇到的问题，必须予以足够的重视，减少自己或客户的损失，降低彼此的风险。
Product recall is a problem that each company may encounter, to which we should attach enough importance, to lower mutual risks and decrease the loss.
如果你保持沉默，对问题置之不理，会让客户异常生气，你也会因此失去今后的订单。
If you keep slient and mean to ignore the problem, it will make the customer angry, and you will lose future orders.
Bad Example：
Dear ***,
We are very sorry for what has happened with our series of ***.
Although we work extremely hard in producing products that our clients may be satisfied with, the problems are inevitable during production.
But we will take preventative measures to make sure that this does not happen again.
We hope that your business is not affected heavily. We hope that you will continue to remain loyal to our brand.
Sincerely,
***
Good Example:
Dear ***,
At ABC Co., Ltd, our mission is to provide our clients with top quality products and best services. And I regret to say that our most recent series of *** fell short on that promise.
Unfortunately, this series of *** has been found to be defective due to the machine problems in *** part, though we test our products extensively before making them available to the public. We are very sorry that this series of **** has slipped past our quality standards.
However, we are glad to have a open and positive communication with you to ensure that your business can be less affected by this problem.
Meanwhile, you can return all the defective products to us free of charge to the following address for maintanance or replacement:
ABC Co., Ltd
Address: ***
To our valued clients who are affected and unaffected alike, we are very sorry. We will continue to develop the products to make our clients be more satisfied, and strengthen the test before each shipment in the days to come.
We thank you all for your loyalty over these *** years that we have been in business—we will work hard to not disappoint you again.
Sincerely yours,
***
应该做：
Things to do:
解释问题出现原因
Show the clients reasons for the problems
让客户知道你会积极解决问题, 并提供解决措施。
Let them know that you'll solve the problems actively and provide them with solutions.
表示出，对此造成的不便，你很在乎。
Show that you care about all the inconvenience this may have caused.
让你的客户感到被重视。
Make your customer feel valued.
详细说明召回情况。
Give specifics about the recall.
给出具体操作说明
Give exact information on how to act.
不要做：
Things can't do:
对问题不做任何解释
Do not make any explanations for the problems.找借口或推卸责任
Make excuses or pass the buck不提供任何解决方案
Provide the clients with no solutions.言辞恍惚，不给出任何解决方案。
Give vague information that does not provide a solution.
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