I hate email, and you should too.

Hate is a strong word, but with the confusion, friction, and conflict that it can create, in this case, it warrants it.

Why should you hate email? Because it’s ripe for misinterpretation. You should never use email especially when something has gone wrong; if an item you guaranteed for delivery didn’t arrive on time, or you posted the wrong content on a client’s social account, or you didn’t show up to a meeting with a client.

In all of these scenarios, hiding behind email, and by that I mean sending an email apology instead of at the bare minimum picking up the phone to make a call, is going to set you up for failure down the road with your client relations.

Email lacks context, emotion, and gives the reader and the sender time to wallow in whatever discontent they may be feeling from the situation. Have you ever looked up an old email to read it again because ‘you can’t believe they actually sent that to you?’ Or pulled up the email so you could show your friends and family how unprofessional the other person was? Just like the internet, email is forever; resolve the issue over the phone or in person, and send an email to recap how you resolved the issue — now how’s that for leaving things on a positive note?

Have you ever had anyone apologize to you via text? How do you think it would feel to read “I’m sorry” versus someone calling you to tell you they’re sorry? Our generation is used to so much handholding that we’re so very scared of having to say these three little words — I am sorry.

While you’re at it, you need to tell your client that it would never happen again, and then make sure it never happens again. Trust is based on consistency. If you consistent with your word, you earn the right to keep your customer’s trust.

(On the other hand… if you consistently screw up… well then…)

Now, apologizing over the phone (or better yet in person) isn’t the be all end all. Before you call your customer, figure out how you’re going to make up for your mistake. Sure, you can promise it will never happen again but that’s just the baseline; it should never have happened in the first place. So, if you didn’t deliver on time, rectify the situation. Here are some ideas: give the customer the product for free, or give them a complimentary item or experience — something to show the customer that you value them and their business.

Most of us do online shopping, and probably more than once shipments have gone wrong or never shown up. It’s never fun, and when you call the number to try and resolve the problem, the person on the other end of the line already know you won’t be in a good mood. Think back to a time when the customer service rep actually resolved your issue. Think back to a rep that managed to calm you down and alleviate your anxiety. What did they say?

I can bet it included the following 4 things:

1. I am sorry you had to experience that

2. Let me make sure I understand the issue clearly

3. Here’s what I’m going to do to resolve your issue

4. …and if I can’t take care of it right away, here’s when you can expect the situation to be resolved.

Companies have tested, refined, and perfected online customer service scripts over the years. It’s still far from perfect because new issues keep coming up, but we can certainly take a page from online shopping customer service and apply it to our customer service relations.

Don't hide behind emails, because if something has gone wrong, you want to fix it the right way to show your sincerity in correcting the mistake and also show the client how much you value them. My mentor once told me that your best prospects for next year's sales are this year's customers. Instead of always chasing the next account, focus on retaining your best clients by providing top-notch, attentive, tailored service. If you were on the receiving end of this level of service, you would want to stay for the long term as well.

Here's our challenge to you. The next time an important topic comes up, pick up the phone, don't send an email.