It’s nothing to be ashamed of; we all make mistakes. The key is to own them. Don’t make excuses for them, but instead share with your customers what went wrong, why it went wrong, and what you’re doing to prevent it from happening again. And of course, what you’re doing to make amends for it if it negatively impacted your customers in any way.
Here’s a great example of how embracing this philosophy turned what could have been a very negative marketing “oops” into an opportunity to build consumer brand loyalty for Sparkology: Turning a Mistake Into an Opportunity (Or How We Went from “Oh F!@%!” to “F!@% Yeah!”)