Overblown/fake apology is not very informative - it's hard to say what exactly can you trust in it.
* Actually apologize in a human way
* Show empathy by identifying the impact of what happened to customers (not your impact internally)
* State action items that you've created, even if they are just in 'evaluation' state
* Indicate that the specific incident in question is being handled outside of this forum
* Take responsibility for things even if you shouldn't "have to"
http://blog.statuspage.io/why-public-apologies-suck
Some important bits:
>4 PARTS OF A BAD APOLOGY
- Justifying the offending actions or words.
- Blaming the victim.
- Making excuses.
- Minimizing the consequences.
>8 PARTS OF AN EFFECTIVE APOLOGY
- You actually have to use the words I’m sorry.
- Acknowledge that you messed up. (As in, “I take full responsibility for my words.”)
- Tell the person how you’ll fix the situation.
- Describe what happened, but without foisting the blame off on someone else.
- Promise to behave better next time.
- Make sure the person knows you know exactly how you hurt or inconvenienced them.
- Much like the first rule, it’s important to use some version of the phrase “I was wrong.”
- Ask for forgiveness.
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Disclaimer: I'm [not] CIO @ Namecheap
We messed up, big time. While we handle 1000s of live chat sessions everyday without issue, I realize that even one breakdown in security protocol can cause huge problems and a loss of trust for our customers.
In response to this isolated case (in which our established procedure was not followed), we will be creating additional training material for all our live support staff. Additionally, we will be exploring technical solutions to try to make this kind of breakdown much harder. Mistakes happen, but if we can prevent them, it is worth doing.
We also would like to take this opportunity to remind folks that any self-managed server (regardless of provider) should always be backed up in multiple places. For information on how to do this with Namecheap, we've published a guide here: <link>
I've reached out to author of the post already by email and we are working to help them resolve any outstanding issues.