9 Customer Service Response Templates to Choose From For Every Scenario

By Eva
February 10, 2022
9 Customer Service Response Templates to Choose From For Every Scenario

A major part of running and managing any business is responding to customer emails. Through emails, your customer can communicate their feedback, concerns, and expectations— all vital for steering your company towards growth.

These statistics can attest to the significance of customer service emails:

  • Because of email availability, ease of use, and versatility, 95% of customer service teams use email.

  • At the same time, 98% of customers use email as a channel for customer service on a regular basis. They believe emails are among the most personal channels of communication through which brands can communicate with them.

  • Of this 98%, 74% are Baby Boomers, 72% are Gen X, 64% are Millennials, and 60% are Gen Z.

From these statistics, two things are apparent: one, you'll be composing and responding to emails almost daily. Two, you're going to have to deal with various scenarios involving a variety of people.

But instead of racking your brain for the proper way to respond to each scenario, try out these customer service response templates.

How Do You Write a Customer Service Response?

9-customer-service-response-templates-to-choose-from-for-every-scenario-1.pngPhoto by Brooke Cagle on Unsplash

Here are some general guidelines to help you craft the perfect customer service response email.

Always Use the Customer's Name

According to psychologists, you have about seven seconds to make a good impression on people, so it's best to start with one of the first things they see: the email greeting.

Addressing a customer by their first name is the simplest way to personalize an email. It shows the customer that you value them more than just a number or goal; it nurtures mutual respect.

Refer to the Customer's Conversation History

According to Vonage's Global Customer Engagement Report, 59 percent of customers admit that their biggest frustration is having to repeat themselves each time they talk to a new representative.

Admittedly, it gets hard to keep track of each conversation when you're dealing with hundreds of people daily. But from your customer's point of view, it would be annoying having to tell the same story over and over again.

As such, you should always have the customer's conversation history at your fingertips. Knowing about their past interactions with your business can really help you contextualize, personalize, and optimize your current conversation.

Read Up on the Customer

Your email's tone, content, and approach will differ greatly depending on the person you're talking to.

Think about it: you'd adopt a much different tone with, say, a company's prime stakeholder than with the average Joe. This isn't so much a matter of respect as it is of acquiring useful context.

Thoroughly Understand Their Problem

Miscommunication is dangerous yet easy to avoid. So, in order to provide an effective solution, you need to understand the problem thoroughly.

Even if you think you understand, it won't hurt to confirm. In your first response, you can briefly repeat back the problem your customer presents and proceed to offer a solution for it. If it turns out your response was unsatisfactory, the customer will pin it down to miscommunication rather than incompetence.

9 Customer Service Response Templates For Various Scenarios

9-customer-service-response-templates-to-choose-from-for-every-scenario-2.pngPhoto by Jud Mackrill on Unsplash

Here are some scenarios that you are likely to encounter and the most effective customer service response templates with which to tackle them.

  1. Welcoming a New Customer

  2. Angry Customer

  3. Customer Demanding a Refund

  4. Customer Getting Impatient for Delivery

  5. Customer is Asking For a Discount

  6. Losing a Customer

  7. Customer Complains About a Defective Product

  8. Responding to a Happy Customer

  9. Customer Asking for Access to Their Account

After describing the scenario, we will provide an appropriate email template. Then, we will discuss some main elements of the email and their significance.

1. Welcoming a New Customer

Effective customer service isn't just about waiting for your customers to contact you about an issue. Sometimes, you need to take the initiative as well.

The top-cited reason among customers for switching providers is feeling underappreciated. Hence, a simple "thank you for your purchase" or "welcome aboard" email can instill a lot of good faith.

Welcome email template

Hi [customer name]

My name is [your name], and I would like to officially welcome you aboard [company name]. First, on behalf of everyone over at [company name], thank you for choosing our services.

As a new member of our community, we understand that it might be a little difficult for you to settle in. However, I'm here to make that process as easy for you as I can. Here's a link to our blog [add link] where you can find a great number of resources, tips, and information to help you succeed in your industry. I would also recommend that you follow us on Instagram [add link], Twitter [add link,] and Facebook [add link] so you don't miss out!

If you have any more questions, my door is always open. Here's to our exciting new journey ahead.

Important elements

  • Introducing yourself as you start the conversation is common etiquette, whether you're talking in person or over email.

  • Use a general expression of gratitude towards your new customer to make them feel welcome.

  • Add any relevant information about your services to help new customers get started.

  • Provide links to your blog and social media pages to make them feel more involved.

2. Angry Customer

Angry customers can be difficult to deal with. However, you need to give them the benefit of the doubt, even if their reaction seems unreasonable to you.

The chances are, they've reached this point after talking to multiple customer service representatives, to no avail. Therefore, you need to offer them a new solution to signify progress instead of a stalemate.

Angry customer email template

Dear [customer name],

I am very sorry for the experience you've had with our [product, service, department, previous representative]. It's unfortunate that we haven't been able to resolve your problem up until now.

I've looked into your issue, and it appears that [repeat the issue they have as confirmation]. I've forwarded your issue to [name of department head] from our [appropriate department name]. We can expect a response from them within a few hours, after which I will get back to you with an update.

While we wait, please allow me to make up for your unpleasant experience through this [discount, voucher, refund, other compensation].

Once again, I sincerely apologize for the trouble. If you have any further questions, please don't hesitate to reply to this email with your concerns and feedback.

Important elements

  • Apologizing will help pacify the customer until you can reach an effective solution.

  • By referring them to the head of an appropriate department, you're showing them that their issue is being actively addressed. You can also give them more control by allowing them to speak directly with someone in the higher-ups.

  • Providing compensation is necessary to make up for their negative experience so far.

3. Customer Demanding a Refund

There are times when a customer is entitled to a refund, and there are times when they are not.

So, what do you do when a customer is expecting a refund but your company policy simply does not allow it? The key is to ensure the customer that their feedback is valued, even if it's not reasonable at the time. According to Qualtrics, 50% of customers believe that their feedback is meaningless to companies, so you need to prove them otherwise.

Refund not possible email template

Hi [customer name],

I am very sorry to hear that you were not happy with our product. From what you have told me, it appears that a full or partial refund isn't applicable according to our company policy [add a link to your refund policy]. That being said, I would like to offer you [voucher, store credit, gift card, or any other alternative]. I hope this can make up for the unpleasant experience you've had.

As we discuss alternatives, perhaps you can help me understand the issue a bit better. From what I understand, [present your understanding of the customer's issue]. Is this correct?

If I've missed anything, do let me know. I will talk it over with my team and see if we can try and come up with a better solution.

Important elements

  • Remain firm regarding your company policy.

  • Immediately offer some other compensation, so your customer doesn't leave empty-handed.

  • Show your customer that you are invested in their experience and value their feedback.

4. Customer Getting Impatient for Delivery

Patience is a virtue, but apparently not when it comes to shopping. Apparently, 55% of US shoppers prefer rush or same-day delivery.

Caught in a shopping high, customers often overlook the "expected delivery time" for a product, even if it's staring at them in bold letters.

After a day or two of waiting, they reach out to you to vent about the "late" delivery. However, everything's on track from your end. How do you respond?

Delivery time email template

Hi [customer name],

I can totally understand the frustration of having to wait for a product that you were so excited to buy. I really wish there was some way we could get your things to you sooner. Since there isn't, please allow me to explain to you how the delivery process works on our end.

Once you hit that checkout button, our systems automatically start processing your order. From my records, I can see that your shipment was picked up on [date] from our warehouse. It was then received by [courier service] and is on its way to you as we speak. According to the most recent update provided by the courier, you should receive your package by [date].

Ensuring that your shipment is properly processed is a priority for us. We know that it can take some time, which is why we show the expected delivery time on the checkout page; perhaps you missed it? If it wasn't clear enough, we could use your feedback to help prevent this issue in the future.

Once your package arrives, do let me know if there's any problem with it. I'd be more than happy to help.

Important elements

  • You empathize with the customer by acknowledging their frustrations.

  • Offer a behind-the-scenes look, so they feel more in control.

  • Provide them with an expected date of delivery to appease them.

5. Customer is Asking For a Discount

Everyone is always looking for a good deal or discount. In fact, people are more likely to base their purchasing decisions on price instead of quality. They will actively seek out deals to get the most value for their money, finding their way into your inbox to see if they can get a better value.

Here, your job is to convince them that they definitely can't.

Discount not possible email template

Hi [customer name],

Thank you so much for expressing your interest in our [product, service, feature]. Currently, our prices are fixed, and we can not offer you a discount. However, I do want to ensure that you're getting the best value for your hard-earned money.

You brought up an interesting point about [competitor product] being cheaper than what we offer. However, there are some key differences between the two that can explain the price point.

[Use this section to elaborate on the differences which justify your product's price].

I've also looked into your account with us, and it seems you're not utilizing our [relevant features, payment plans]. Many of our customers have found that this feature makes their subscription more cost-effective [add a link to customer reviews].

If none of these options work for you, maybe you can elaborate on your requirements so we can come up with a cost-saving solution for you.

Important elements

  • Don't be apologetic about your prices. Instead, try to get the customer to see that the price reflects the value of your product.

  • Offer a few of your most popular alternatives. Then, allow them to communicate their expectations to provide a more appropriate option.

  • Add references to some customer feedback, so they don't have to just take your word for it.

6. Losing a Customer

Seeing a customer go can be tough, but it's bound to happen at one point or another. If you've reached this point with a customer, it's best to end things on a good note.

You want to show them that you have valued having them on board and reiterate that the door is always open for them should they choose to return. Don't hesitate to make this as personal as it needs to be.

Losing a customer email template

Dear [customer name]

I'm so sorry to see you go. Doing business with you over the past [mention time for which they've been with you] has been beyond great. Loyal, thoughtful, and perceptive customers like you are the reason we strive for betterment every day!

I hope your experience with us has been as fruitful and insightful for you as it has been for us.

It's been an absolute pleasure doing business with you, and I hope to see you again soon. Do keep in touch and let me know how your ventures are faring.

Good luck in all your future endeavors. Take care!

Important elements

  • Respect their decision to leave, especially if you've already tried to convince them to stay once before.

  • Recalling how long it's been since they've been doing business with you is very personal and shows that you care.

  • Leave the door open for them to reach out to you in whatever capacity in the future.

  • You can mention a specific incident relating to your customer to make it even more personal. For example, if you implemented a suggestion they made, talk about how invaluable their feedback was.

7. Customer Complains About a Defective Product

A complaining customer is even more difficult to deal with than an irrationally angry customer. The former has good reason to vent their frustrations since the fault is yours.

The good news is that it's easy to pacify a complaining customer by simply solving their problem. Once you do that, they have no reason to badmouth you, leave you, or pester you with more complaints.

Customer complaint email template

Dear [customer name],

I am so sorry to hear that you had such a negative experience with [summarize their complaint]. I really appreciate that you took out the time to write such detailed feedback. You're right; the product seems to be defective, and it should have never made it to your doorstep.

I am relaying your feedback to the [appropriate department name] and will let you know as soon as I hear from them. Please bear with me as I get to the root cause of this issue, which can take up to [realistic time frame].

In the meantime, here are some suggestions I can offer you:

  • [include some general advice].

  • [ask for any missing information that you require]

While we look into alternatives, please accept this [coupon, gift card, store credit refund if applicable] as a sincere apology for our mistake.

Let me know if you have any other questions or concerns.

Important Elements

  • If the customer has provided all necessary details and evidence about their defective product, admit the blame. Compensating them will cost you way less than losing them as a returning customer.

  • Ask them for any relevant information that they didn't provide, and explain why you are asking for it.

  • Include some general suggestions until you wait for a more comprehensive solution.

  • If a refund is applicable, provide it immediately. If you need to look into the matter more, see if you can offer them something else as compensation during the wait.

8. Responding to a Happy Customer

Customer service isn't all bickering and putting out fires. Sometimes, you'll come across an email from a satisfied customer who was so happy with your service that they just had to tell you about it.

Maybe they really liked a product they purchased from you, or they were impressed by your charitable initiative. Whatever it is, they took out the time to express their gratitude, and you should respond in kind.

Responding to a happy customer email template

Hi [customer name],

Thank you so much for taking out the time to write such a thoughtful and passionate email. It's always great to hear such positive feedback from a customer, and you really went above and beyond to show your appreciation.

My team will be absolutely thrilled to hear that you had such an amazing experience (I do hope you don't mind me sharing your kind words with them). Our aim with [mention product/service/initiative/program] was exactly what you have described, and nothing makes me happier than knowing that we achieved our goal. I hope we can continue to live up to your expectations in the future as well.

Once again, thank you so much for such an encouraging email. You've really made our day here at [company name]!

Important elements

  • Always thank the customer for writing such a positive email even though they didn't have to.

  • Make the customer feel like their individual satisfaction was a personal goal for your company. This will make them feel valued and appreciated.

  • Don't try to sell them anything; this email should be nothing more than you simply showing your appreciation.

9. Customer Asking for Access to Their Account

If a customer is reaching out to you because they can't access their account, it's because they've failed the security checks. Here, either one of two things has happened: either the customer has genuinely forgotten their recovery details (which is very unlikely), or someone else is trying to hack into their account.

As a business, your best strategy is to assume that the latter is true.

Denying account access to customer email template

Hi [customer name],

I understand that you want access to your account so that you can resume your routine. However, please understand that we have a duty to protect the details that you, and other customers like you, entrust us with, as per our security policies and practices [add link].

If you are locked out of your account, you need to follow the following recovery steps:

  • [list your steps]

By following the aforementioned recovery process, you can start using your account again in no time. If any of the steps are unclear to you, please don't hesitate to ask for further clarification.

Important elements

  • Firmly establish that they can not gain access in any other way than through the predefined recovery process.

  • Link to your security policies to affirm that you're simply following the procedure. They can't get angry at you for just doing your job. If they do, that raises some red flags.

  • Reiterate the recovery process steps so the customer can recognize that you're trying to help.


Responding to customer emails can be tricky, especially when it comes to angry, frustrated, and entitled customers. However, it isn't something you can avoid.

Email is arguably the most effective channel of communication when it comes to customer service. It's a great way for your customers to reach out to you with their thoughts, concerns, questions, and feedback.

As such, there isn't a one-size-fits-all template when it comes to crafting the perfect response email. So, take our customer service response templates for what they are: guidelines or foundations to help you compose a contextualized and personalized response.

Cover Photo by Brooke Cagle on Unsplash