Glitches happen and setbacks occur when we deal with customers. They're as inevitable as death and taxes. The key to retaining these customers when faux pas occur is how you handle them right from the start.

I recently delivered a disk of artwork to a trade printer for a client's print run. In the package I included the creative on disk in two file formats, a hard copy of the output, the Excel document with the recipients' addresses, a purchase order with specific instructions and delivery information, and a request to see a PDF proof.

After four business days, I called to see what the status was and whether my proof was ready. It soon became abundantly clear that no one had even opened my disk, let alone reviewed the file.

After speaking with the owner, I received an explanation that the staff person in charge was ill for a couple of days, so my package sat in the art department untouched. The designer opened the file while I was on the phone and advised me of a minor technical glitch. Since the project was delayed, I decided to change one small article that would certainly be stale-dated with the timing setback.

As soon as the client signed off on the revision—that same day—I emailed the revised file to the pre-press designer directly. After several hours of waiting for the proof, I called to discover that he was out of the office on a photo shoot and the owner was gone for the day. It was 2:30 p.m. No one had apprised me of this situation.

Whether your company or organization delivers products, services, or promises, its credibility and reputation is on the line when you don't deliver what you say you will and when. It's a license for customer attrition and increased customer acquisition costs.

There's no magic pill to averting these situations, but you can be proactive in redeeming yourself and retaining customers when things go wrong.

Here are three ways to keep your customers when you can't deliver.

1. Communicate

At the first sign of a delay or a problem, assess how long it may take to rectify the situation. If the issue affects your product or service delivery date or method, contact your customer. This is where your communication skills are tested. Whether you use the telephone or email, (I wouldn't suggest IM or other brief forms of communication), explain that there's a delay or change, and apologize. This is very important. Your apology may be mere words, but it carries weight in the customer's mind.

Don't go into long-winded explanations or excuses. There's a good rule that I use in customer-service training workshops: "Don't burden the customer." The customer typically doesn't give a hoot what your problems are. Keep it short and use an apologetic tone, whether spoken or written. Say you'll be keeping on eye on the progress and will inform the customer along the way—then do it. Say that you'll make every effort to rectify the situation. If you're sincere and you follow up, you'll score favorable points.

(Note: If you work for a behemoth corporation, and the customer ordered a product online, obviously the people power and time required to do this isn't feasible, but your Web communication can speak for you, achieving the same result.)

Your brand promise rests on your ability to follow through and keep your customers posted. It helps build trust in their minds:

But how do you build trust with your customers? The answer is at once simple and complex: You create an interaction with the customer during which you give them what they need, what they desire, and what you say you will deliver and treat them as a valuable part of your brand and business. You keep doing this—continually—and in the process of this two-way communication trust is created in your brand and with your company. (Kristine Kirby Webster, "Trust Is a Two-Way Street")

2. Make amends with your customers

Empower your staff to make amends with your customers when there are delays, back orders, or errors. Don't assume what will make your customers happy—ask them.

When my cell phone supplier made a big error, the customer service representative said that she would credit my account with an additional 300 minutes I could use over a three-month period. Had I been able to use that time, I would have been thrilled, but a few months before, I had moved from Canada and didn't know more than three people in my city and a handful more in the country, so those free national minutes didn't mean much to me.

Had she asked me what would have satisfied me, I would have asked for a discount on my next month's statement. Even $5 off the bill can be enough of a token gesture to keep a customer.

Sometimes, customers will ask only for an apology—a very simple way to make amends for screw-ups. If they ask for the moon, give them three options you can live with and let them choose one.

If your customer is important to you and gives you ample business, send him/her a nice promotional item with a handwritten note once the situation has been resolved. Other alternatives include discounts on future orders, free items or service, gift certificates for meals or products, etc. There are countless ways to say, "I love you; you're important to our organization, and I want to keep you."

3. Don't repeat mistakes

Once, twice, you're out. My experience with the printer was the second time the company didn't communicate with me when there was a glitch. Learn from your errors and use them to improve your infrastructure and back-end systems. It's understandable that you may be relying on other people or vendors to deliver on their end before you can deliver on yours. If that's the case, under-promise and over-deliver. Say you'll deliver the product or service later than what you anticipate; if all goes well, deliver it earlier than promised. You'll be a hero in your customers' minds.

Always look for ways to improve the customer experience. Hire, train, and pay your employees well; treat them with respect—as part of your team—and problem-solve together to make the customer experience the best that it can be.

In today's global economy, your company or organization can often be replaced by many others waiting in line to pick up your castoffs. Retaining your customers should be at the top of your priority list.

That cliched math equation still applies to most businesses—keeping your customers will cost less than acquiring new ones.

Your ability to deliver on time, with quality and a pleasing attitude, can reap success. And when it goes awry—and it undoubtedly will—do what it takes to communicate, make amends, and keep your customers happy.