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Apology Letter 1

18 August 2009 Lee Yong Siang General Manager of Roswell Honda 2177 W 2nd St Roswell NM 88201-1701 United States Dear Roswell Honda Consumers A Typographical Error on Force Events and Ways to Consult Firstly, we are sorry and embarrassed. But most of all, we are deeply sorry. Last Monday, 10 August 2009 was the worst day in Roswell Honda’s eight year history.

Following a typographical error made from Force Events declared each ticket for 30,000 consumers through e-mail to be the $1,000 grand prize winner in Everyone’s a Winner contest, we subjected our consumers to an unacceptable mistake and other major inconveniences. Although I already discovered the problem in early stage to prevent other 20,000 of the direct mailers from being distributed, but the remaining tickets were sent. Words cannot express how truly sorry we are for the anxiety, frustration and inconvenience that we caused.

This is especially saddening because Roswell Honda was bringing hope to these 30,000 consumers but we also destroy it. We are committed to you, our valued consumers, and are taking immediate corrective steps to regain your confidence in us. After approval from our chairman, Mr Stowell, we have decided to cancel the initial contest and have begun putting a comprehensive plan in place to underscore its commitment to good customer service. First of all, we are offering everyone who comes in to claim a prize a coupon for a free oil change.

Nevertheless, this is a good news for everyone. Most importantly, our company, Roswell Honda are also holding a new contest. We will record the names of everyone who comes in to claim a prize, and while consumers will not be awarded the initial $1,000, they will be entered into a second contest. After our meeting, we have come out with a conclusion that three names will be randomly selected, each for a $1,000 cash grand prize. In this case, we will do it carefully in order to achieve zero system error.

We are confident, as a result of these actions, that Roswell Honda will emerge as a more reliable and even more customer responsive car dealership than ever before. You deserved better, a lot better from us last Monday. Nothing is more important than regaining your trust and all of us here hope you will give us the opportunity to welcome you onboard again soon and provide you the positive Roswell Honda Experience you have come to expect from us. Yours faithfully, Lee Yong Siang

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