In an obvious attempt to save face with its most loyal customers, United Airlines CEO Oscar Munoz issued an apology following last month’s viral video of a bloodied passenger being dragged from an overbooked flight.

The apology was aimed at the elite members of United’s MileagePlus frequent-flyer program.

“In addition to offering my profound apologies to the customer forcibly removed, as well as all the passengers aboard that particular flight, I also offer my sincere apology to you for not living up to the values you expect of us,” wrote Munoz. “Our customers’ satisfaction must be at the center of everything we do and your opinion of our service is the measure of our success. We know we did not measure up, and for that, we will redouble our efforts to earn your trust.”

“This situation has provided a humbling learning experience from which we will take immediate, concrete action. I have committed to our customers and our employees that we are going to make this right so nothing like this ever happens again.”

Munoz also promised United will only ask law enforcement to remove a passenger if it’s a matter of safety and security. United also made changes to its overbooked flight policies following the incident.

“You expect more of us and I promise we can and will be better. I am committed to putting proof behind our promise,” added Munoz in the email. “Thank you for granting us the opportunity to re-earn your trust.”