Customer Complaint Response Email Templates (Copy and Paste)

A complaint is a customer who still wants to be a customer; the ones who have given up do not write. The reply decides which way it goes, and the reply is usually written in a hurry by whoever saw it first. The templates below are written to be sent within the hour, from support@ or the owner's own address, with the blanks filled in and nothing else changed. Each follows the same shape: acknowledge the specific problem, say what you will do and when, and give one person's name.

The shape of a good reply

• Name the actual problem in the first sentence. "I am sorry the table arrived with a cracked leg" beats "we apologise for any inconvenience" every time.
• Say what happens next and when: a replacement by Friday, a refund in three working days, a call from the owner tomorrow morning.
• Sign with a real name, and reply from an address the customer can answer. A no-reply address on a complaint reply is the second complaint.
• Keep the whole thread in one place. Make support@ a group so the owner sees every complaint without being copied by hand.
• Never argue in the first reply, even when the customer is wrong. Fix first, explain later if it still matters.

1. The first reply, within the hour

Subject: Re: [Their subject] - we are on it

Hi [First name],

Thank you for telling us, and I am sorry about [the specific problem in their words].

I have passed this to [Name], who looks after [orders / bookings / accounts], and you will hear from them by [time] [today / tomorrow] with a fix. If anything changes before then, reply to this email and it comes straight to me.

[Your name]
[Role], [Company]
[Phone]

2. Wrong or damaged item

Subject: Your order [number] - replacement on its way

Hi [First name],

I am sorry the [item] arrived [damaged / was the wrong one]. That is our mistake and we will put it right.

A replacement [item] ships [today / on date] by [courier] and should reach you by [date]. You do not need to return the [damaged / wrong] one; [keep it / we will send a prepaid label / please recycle it].

If you would rather have a refund instead, reply "refund" and it will be back on your [card / account] within [n] working days.

[Your name]
[Company]

3. Service not as promised

Subject: Re: [Their subject] - what we are doing about it

Hi [First name],

You are right: we said [what was promised] and [what actually happened]. I am sorry.

Here is what I have done. [Specific action: rebooked you for date / sent a different technician / refunded the call-out fee]. And here is what we are changing so it does not happen again: [one sentence, only if true].

If [date / the fix] does not work for you, tell me what would.

[Your name]
[Role], [Company]

4. Billing error

Subject: Invoice [number] - corrected

Hi [First name],

Thank you for checking the invoice; you are right that [the line / the amount] is wrong. I am sorry for the confusion.

I have [cancelled it and attached a corrected invoice / refunded the difference of [amount], which will show on your statement within [n] working days]. The correct total is [amount].

Nothing else changes on your account. If you spot anything else that looks off, reply here and I will look at it the same day.

[Your name]
[Accounts], [Company]

5. Rude or unhelpful staff

Subject: Re: [Their subject] - I have looked into this

Hi [First name],

I am sorry about how you were spoken to [on date / at location]. That is not how we want anyone treated, and I appreciate you telling me rather than just leaving.

I have spoken with the person involved and with the team. I will not go into the details of that conversation, but it has been taken seriously.

I would like the chance to make it right: [a specific offer, or "if you are willing to come back, ask for me by name"].

[Owner's name]
Owner, [Company]
[Direct phone]

6. Escalation: "I want to speak to the owner"

Subject: Re: [Their subject] - from the owner

Hi [First name],

This is [Name], the owner of [Company]. I have read the whole thread and I am sorry it got this far.

I can call you [today / tomorrow] between [time] and [time] on [number from their message], or you can call me directly on [number]. If you would rather keep it in writing, that is fine too; tell me here and I will reply within the day.

Either way, this is now with me until it is resolved.

[Name]
Owner, [Company]

7. Closing the loop

Subject: Re: [Their subject] - resolved?

Hi [First name],

[The replacement should have arrived / the refund should now be showing / the technician was with you on date]. I wanted to check it has actually fixed things for you.

If anything is still not right, reply here. If it is all sorted, no need to reply; thank you for your patience with us.

[Your name]
[Company]

What not to write

• "We apologise for any inconvenience this may have caused." It means nothing and customers know it.
• "As per our terms and conditions." Even when the terms are on your side, lead with the fix.
• "This has never happened before." It does not help them and it is rarely true.
• A reply from a no-reply address, or one that asks them to open a ticket somewhere else.
• A refund with no acknowledgement. Money without words reads as "go away".

Where the replies come from

Public complaints arrive at whatever address is on your website; our support@ vs help@ guide covers which one. Make that address a group so the owner sees everything, reply from it for templates 1 to 4 and 7, and have the owner reply from their own name@ for 5 and 6. When a complaint turns into a thank-you, which the closing-loop email often does, the review request templates are the next message.