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 significant 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 toward 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 regularly use email as a channel for customer service. They believe emails are among the most personal channels of communication through which brands can communicate with them.

  • Of these 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 email 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 responses.

Always Use the Customer's Name

Remembering the value of a personal touch when writing a customer service response is critical. Using the customer's name in your greeting is a simple yet effective way to make an excellent first impression and create a more personal connection with the customer.

Starting the interaction with a personalized greeting sets the tone for the entire interaction and shows the customer that you care about them as individuals rather than just as a means to an end. You can foster a relationship based on mutual trust and understanding by demonstrating that you value their business and respect them as a person, which can go a long way toward resolving any issues they may have and ensuring their satisfaction.

Additionally, psychology research suggests you have just a few seconds to make a lasting impression on someone. So, making a conscious effort to use the customer's name in your greeting can help you make the most of that limited time and build a positive customer relationship from the very start.

Refer to the Customer's Conversation History

It's essential to have a thorough understanding of the customer's earlier interactions with your company when writing a customer service response. One of the most common customer complaints is having to repeat themselves every time they contact customer service, which can lead to frustration and dissatisfaction with your brand.

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

You can avoid this problem by keeping a detailed record of each customer's conversation history. Having this information readily available allows you to quickly understand the context of the customer's issue and respond in a way that is specific to their needs.

Additionally, knowing about the customer's past interactions with your business can help you provide a more informed response and address any underlying issues that may have contributed to the current problem. By taking a comprehensive approach, you can optimize your conversation and increase the chances of resolving the customer's issue to their satisfaction.

Read Up on the Customer

When writing a customer service response, keep in mind the specific characteristics of the customer you're addressing. The tone, content, and approach you use will differ significantly depending on the person you are communicating with.

For example, you might adopt a more formal and professional tone when communicating with a company's top stakeholders. In contrast, you might take a more casual and friendly approach with the average customer. This differentiation is not just a matter of respect but also of obtaining valuable context that can help you tailor your response to meet the customer's specific needs.

Taking the time to read up on the customer before responding can provide valuable insights into their background, personality, and preferences. This information can then be used to craft a response that is personalized and relevant to their individual situation.

Thoroughly Understand Their Problem

It is critical to have a clear and accurate understanding of the customer's problem when writing a customer service response. Miscommunication can cause significant problems for both the customer and your company, so it's crucial to take steps to prevent it.

Take the time to thoroughly understand the customer's problem to ensure you're providing an effective solution. You can start by summarizing the issue in your response and confirming your understanding with the customer. This helps ensure that you're on the same page and avoid misunderstandings.

If your response is unsatisfactory, the customer is more likely to attribute the problem to miscommunication rather than incompetence. You can avoid miscommunication and build a better relationship with your customer by deeply understanding their problem and providing a clear and accurate response.

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

A customer service response template for welcoming a new customer is a powerful tool for building positive relationships with your customers from the very start. The goal of this template is to show your appreciation for the customer's business and to make them feel valued and welcomed.

According to customer research, feeling underappreciated is one of the most frequently cited reasons why customers switch to a different provider. As a result, taking the initiative to reach out to new customers with a simple “thank you for your purchase” or “welcome aboard” email can go a long way in establishing good faith and building trust.

The welcome email template should be warm, friendly, and professional while also providing the customer with relevant information about your business and the products or services they have purchased. This might include links to useful resources, a brief overview of the customer's account and what they can expect moving forward, and any other relevant information that will help them get the most out of their purchase.

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

Dealing with an angry customer is one of the most difficult situations in customer service. Even if the customer's reaction seems unreasonable, it is critical to remain professional and empathetic.

A customer service response template for an angry customer should start by acknowledging their frustration and apologizing for any inconvenience they may have experienced. It should then offer a clear and concise explanation of the solution to their issue, along with a clear timeline for resolution.

In some cases, a gesture of good faith, such as a discount or credit toward future purchases, may be appropriate to show the customer that their business is valued and that you are committed to making things right.

When dealing with angry customers, it is vital to remain calm, professional, and solution-focused. You can help defuse the situation and build a better relationship with the customer by offering a new solution and addressing the customer's concerns promptly and effectively.

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

If a customer is expecting a refund but the company policy does not allow it, the key is to handle the situation in a professional and empathetic way. Start by acknowledging the customer's concerns and explaining the company's refund policy clearly and concisely.

It's also essential to let the customer know that their feedback is appreciated, even if a refund isn't possible. According to a Qualtrics survey, 50% of customers believe their feedback is meaningless to businesses, so it's critical to demonstrate otherwise.

One effective strategy is providing alternative solutions, such as a credit toward future purchases or exchanging a different product or service. This can demonstrate to the customer that their business is important to you and that you are dedicated to finding a solution that meets their needs and expectations.

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 customer service team and see if we can try and come up with a better, more personalized 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

When a customer asks for a discount, it's essential to handle the situation in a way that satisfies the customer and maintains the integrity of your business. You should avoid being dismissive and instead take this opportunity to educate the customer about the value they are getting for their money.

Explain your product's features, benefits, and quality, highlighting why it's worth the price. If possible, compare your product to competitors and demonstrate its advantages. Emphasize the benefits and quality they'll receive and how asking for a discount may reduce the level of service they receive.

Product discount 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

When losing a customer, it is important to maintain a professional yet personal demeanor. You want to show the customer that their positive experience with your business was appreciated, and that you valued their business.

In your response, thank them for their business and express regret that things did not work out. You can also provide them with a final solution or assistance if necessary. The goal is to end the relationship on a positive note and leave the door open for future business opportunities.

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

It's important to handle a customer complaint about a defective product in a professional and timely manner. Firstly, listen to the customer and understand their issue. After that, apologize for their inconvenience and offer a solution to the problem.

This could be in the form of a replacement product, repair or refund, depending on the nature of the issue and your company policy. If the customer is still unsatisfied, be willing to go the extra mile and try to find a mutually acceptable solution.

By addressing the issue promptly and effectively, you resolve the customer's problem and show that your company values customer satisfaction. This can help maintain customer loyalty and prevent negative word of mouth.

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

Responding to a happy customer is an excellent opportunity to build a strong relationship with them and foster customer satisfaction. Your response should acknowledge their positive feedback and express appreciation for their support.

You can also ask for their permission to share their testimonial on your website or social media to show potential customers the positive experiences others have had with your company.

Additionally, you can ask if there is anything more you can do to enhance their experience in the future. Taking the time to respond to a happy customer will not only show that you value their business but also demonstrate your commitment to providing exceptional customer service.

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 customer service 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

When a customer contacts you regarding their account access, it is because they have failed the security checks. There are two possible reasons for this: either the customer has genuinely forgotten their account recovery information, which is unlikely, or someone else is attempting to hack into their account.

As a business, you should approach this scenario cautiously and assume that the latter is the case. Following established security protocols and verifying the customer's identity before granting access to the account is critical to protect the customer's account and personal information. This ensures the safety and security of the customer's information and the business's reputation.

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