客户投诉连载：为结算问题道歉，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 Fourth Situation:
Apologizing for Billing Issues
操作订单出现问题很正常，而有的时候，一旦谈判失败，我们便不得不退还客户的定金。
It happens that problems occur during the orders' operation. Sometimes, We have to refund the deposit to the clients once the negotiations fail.
而退还定金实非我愿，我们其实应该通过道歉，得到客户的谅解，以便今后能够从客户这里拿到更多的其他订单。
But we do not mean to refund the dposit. We should actually apologize to the clients to get their understanding, so as to get more other orders in the coming days.
如果邮件书写不当，以后可能就无法获取他们的订单了。
If the e-mail is not properly written, you may not be able to get their orders in the future.
有些人会觉得不应该主动提出退还定金，这样就彻底失去了客户。其实，这并非真的想要退还，只是在试探客户心理，如果客户真的只想要定金，不想再谈合作，就算你不说，客户也会说的。
Some people may think that we're gonna lose the clients by refunding the deposit actively. While, this doesn't mean that we really wanna refund the deposit. We are actually exploring the psychology of the clients. If they don't mean to have any further business negotiations with you, they will ask you to refund their money.
心理战术是商业谈判中非常重要的一环。
Psychological strategies are one important part of the business negotiations.
Bad Example：
Dear ***,
Thank you for contacting customer support.
We are very sorry that the service does not make you satisfied after you purchase.
We really have no ideas why this might have happened as it is not a common occurrence at our company.
Please provide us with your company's bank account information so that we can complete the refund.
Thanks,
***
Good Example:
Dear ***,
I'm currently in Australia for business visits.
That is why you didn't see me there when visiting our factory.
Though I informed the factory people of all the details we talked more than 3 times before I left, still, the problems came in.
I called back today and had a long talk with them. According to our factory people, the items you checked today in our factory are the ones left from orders in last month for other clients.
The specs is actually completely different from the ones we talked. As you are asking OEM items, not these common ones.
They showed you the wrong products mistakenly.
I understand that the mistake is on our end, and it is not a mistake that we take lightly.
In order to show you the right things, I have applied for the right samples and plan to send you via DHL tomorrow for your reference. Generally, it will take 3~5 workdays to arrive at your address.
Meanwhile, we have refunded you the full amount back to your account. Please also allow 3-5 business days for the amount to appear back on your card.
We hope that this will be sufficient to correct the error and address any inconvenience this may have caused you.
Thank you for bringing this to our attention—it will help us improve our operations and services.
We much appreciate your trust and business opportunities.
Come back if you'd like to share your ideas with me.
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.
积极主动地退还定金。
Be proactive in refunding the deposit.让客户反馈意见
Call-to-Action
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.不退定金。
Do not refund the deposit.
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