A fundamental goal for any organization is to increase customer satisfaction. Just 4% of unhappy customers actually voice their complaints to the company — and many of them will share their negative experiences on social media or leave negative reviews online. Unfortunately, negative word of mouth can hurt a business and have a lasting impact. Negative reviews are spread twice as much as positive ones.

How your support team addresses complaints from customers has an influence on customer retention. Customers who bring issues to your attention present a great opportunity for improvement and growth. According to Salesforce Research, 78% of customers who experience an issue will continue doing business with a company that has excellent customer service.

In this guide, we’ll review some best practices for handling complaints and provide some examples of effective email replies to customer complaints.

In this article:

• Tools for Effectively Managing Customer Complaints
• Best Practices for Responding to Customer Complaints
• Tips to Turn the Negative Into a Positive
• How To Create an Effective Customer Complaint Email Reply
• Examples of Email Replies to Customer Complaints
• Final Thoughts
• Frequently Asked Questions

Tools for Effectively Managing Customer Complaints

A number of resources are available to help your service team handle customer complaints in an organized and effective way. According to Khoros, more than 80% of customers are more loyal when a company is responsive to their complaints and resolves them.

A shared inbox is a valuable tool for managing customer support requests and complaints. It allows customer service reps to collaborate, draft replies, and get feedback before sending responses back to the customer.

Using email templates to train your customer support team can help build alignment among your service reps while building a unified front that can better represent your brand. Because each customer’s situation is unique, it's important to personalize each message and tailor it to the specific customer. By addressing the customer and their personal issue, you can turn a negative situation into a positive experience and further develop long-term customer relations.

Best Practices for Responding to Customer Complaints

Responding to customer complaints requires empathy, tact, and concise language. It also requires promptness and efficiency. Consider the following:

• Respond promptly to a customer's email to assure them their message was received. According to Harvard Business Review, customers whose complaints are handled in less than 5 minutes are willing to spend more on future purchases. Tell the customer the matter is being looked into, and they'll have a resolution and response as soon as possible.
• Use a professional tone that portrays authority, confidence, and capability. Keep your wording simple and concise. Get to the point.
• Personalize your response to the customer by mentioning the specifics of their issue. Acknowledge if the customer has had a bad experience and sympathize with the inconvenience.
• Take responsibility for what the customer has to say about your company. A research study conducted by the Nottingham School of Economics’ Centre for Decision Research and Experimental Economics, 45% of customers withdrew their negative evaluation of a company when they received an apology, compared to 23% who agreed to withdraw their complaints in exchange for compensation.
• Offer a solution or next steps to solve the customer's problem. Let the customer know what the next step in the process is.
• Follow up after resolving the issue. Contact the customer to determine if the problem has been resolved satisfactorily and thank them for their business.

Tips to Turn the Negative Into a Positive

According to PwC, 32% of customers would stop doing business with a brand they loved after just one bad experience. Turn complaints into opportunities for customer loyalty and positive word-of-mouth. Consider the following ways to turn those negatives into positives:

Shift to a Positive Mindset

Shift your mindset from negative to positive by focusing on opportunities and solutions rather than dwelling on the customer's issue. Consider the complaint a challenge to help improve your communication while bettering your company.

Use Active Listening and Empathy

Listen actively and empathize with the customer and their complaint. Give it your full attention, ask clarifying questions if necessary, and understand their point of view. Supporting the customer and their needs not only makes them feel valued but also contributes to an overall experience that makes it more likely the customer will return.

Respond Promptly

Respond promptly and personally to a customer complaint. Customers who hear from a company about a complaint are more likely to continue doing business with them. Be personable, respectful, and address the issue specifically.

Offer Solutions

Take ownership and offer solutions. Accept responsibility for the problem and offer practical solutions to address the customer’s concerns, such as refunds or discounts, replacing a faulty product, or service recovery steps, depending on the situation. 

Exceed Expectations

Go above and beyond what is expected of your role. Demonstrate leadership with confidence and take actionable steps to resolve the customer's problem. According to Qualtrics XM Institute, 94% of consumers who rated a company's customer experience as "very good" are likely to purchase from them again.

Follow Up

Follow up with the customer as needed to ensure the complaint is handled in a timely manner. Send a follow-up email to clarify the details of the problem and maintain a connection with the customer.

Apply Lessons Learned

Use complaints to improve business operations and services and cultivate an environment that prioritizes customer satisfaction. This includes continuously measuring customer satisfaction, regularly communicating the importance of customer feedback, and making any necessary or beneficial changes based on your findings from analyzing customer communications.

Foster Customer Advocacy

Turn complainers into advocates by actively listening, resolving their issues, and following up on communication. Building a loyalty program that offers incentives for future purchases can also help turn unhappy customers into brand advocates—and it gives them a reason to return.

Implement a Feedback System

Every negative experience offers valuable insights. Implement a proactive feedback system that features in-house tools to organize, collect, and analyze customer feedback, such as customer feedback surveys and paying attention to comments, reviews, and messages on social media.

Respond to comments and messages promptly and transparently to show that your company values customers’ opinions and concerns. Compiling feedback helps anticipate problems, promotes improvement, and encourages a proactive step toward reducing complaints.

Train Employees

Train and empower employees on company policies, best practices, and professional writing and communication. Encourage employees to offer and apply solutions to resolve a customer's issue. Role-playing scenarios and simulating difficult customer interactions can prepare them to handle customer complaints efficiently and effectively.

Document and Analyze

Document and analyze the customer's complaint and ensure you have all the necessary details. Documenting the issue helps identify patterns, evaluate resolutions, and understand your customer better.

Leverage Technology

Leverage technology that can help your team members collaborate and share customer issues. Customer support software like SupportBee can help streamline your customer support tickets so complaints are handled efficiently and professionally.

How To Create an Effective Customer Complaint Email Reply

Before we share some specific examples, let’s review the key elements an email reply to a complaint should include:

• Prompt acknowledgment: Start by acknowledging the customer’s complaint, which shows that you’re listening and that you value their feedback. Aim to reply as promptly as possible to demonstrate your commitment to customer satisfaction.
• Personalization: Address the customer by their name and reference specific details about their complaint, which makes the email feel more personal and less like a generic, canned response.
• Expression of empathy: Acknowledge the customer’s feelings regarding their complaint by saying things like, “I understand how frustrating this situation must be for you.” This validates their emotions and helps to create a connection.
• Clear explanation: Provide a brief but clear explanation of what went wrong. Be transparent, but avoid getting too technical to ensure the customer understands what caused the issue.
• Apology: Take responsibility for the problem and offer a sincere apology. Acknowledge any mistakes your company may have made and communicate that you regret that this has caused an inconvenience for the customer.
• Resolution: Clearly outline the steps you’re taking to resolve the issue. If there are several ways it could be resolved, offer several options so the customer can choose what works best for them, giving them a greater sense of control. If it’s not possible to resolve the issue immediately, provide a timeline for resolving the problem and outline the actions you’ll take.
• Preventive measures: Let the customer know about any changes or improvements you’ll make to prevent similar issues in the future, which reassures the customer that you value their feedback.
• Further communication: Invite the customer to reach out if they have any additional questions or concerns, and provide contact information that will allow them to get help quickly.
• Gratitude: Conclude your email by thanking the customer again for their patience and understanding. Phrases such as, “Thank you for your understanding,” or, “We appreciate your feedback,” work well here.
• Signature: Finally, conclude with a polite and professional closing, such as “Sincerely,” or “Best regards,” and your name and position with the company. It’s a good idea to include contact information again should the customer need to reach out.        

The table below provides an easy-to-reference snapshot of these elements to help you craft effective customer replies:

Key Element	Description	Purpose	Example Response
Prompt Acknowledgment	Acknowledge the customer’s complaint right away to show you’re listening.	Demonstrates commitment to customer satisfaction and assures the customer they are heard.	"Thank you for reaching out to us. We have received your complaint and are looking into the matter."
Personalization	Address the customer by name and reference specific details of their complaint.	Makes the email feel more personal, not generic, which helps build rapport.	"Dear [Customer Name], I understand you’ve been facing difficulties with your order."
Expression of Empathy	Acknowledge the customer's feelings and show you understand their frustration.	Validates the customer's emotions, creating a connection and showing you care.	"I can only imagine how frustrating this must be for you, and I’m truly sorry for the inconvenience."
Clear Explanation	Provide a simple, clear explanation of what went wrong without being overly technical.	Helps the customer understand the issue and assures them you’re transparent about what happened.	"The delay was caused by an unexpected issue with our shipping provider. We're working closely with them to resolve this quickly."
Apology	Offer a sincere apology for the inconvenience caused, acknowledging any mistakes.	Regains trust by showing accountability and showing regret for the situation.	"We apologize for the delay and any frustration this has caused you. This is not the experience we aim to provide."
Resolution	Outline the steps you are taking to resolve the issue, offering options if applicable.	Gives the customer a sense of control and confidence that the issue will be addressed.	"We’ve expedited your order, and it should arrive by [date]. If you’d prefer a full refund, please let us know."
Preventive Measures	Inform the customer about changes or improvements to prevent future issues.	Reassures the customer that their feedback is valued and will help improve the service.	"We are also reviewing our shipping process to ensure delays like this don’t happen in the future."
Further Communication	Invite the customer to reach out for any additional questions or concerns, providing easy contact options.	Opens the lines of communication for further assistance and shows you're available for ongoing support.	"If you have any other questions, feel free to reply to this email or call us at [phone number]."
Gratitude	Thank the customer again for their patience and understanding.	Reinforces appreciation and creates a positive impression.	"Thank you for your understanding as we work to resolve this. We truly appreciate your patience."
Signature	Close with a professional sign-off, including your name, title, and contact details.	Provides a final, professional touch, and ensures the customer has the necessary contact info for follow-up.	"Best regards, [Your Name] Customer Service Representative [Company Name] [Contact Information]"

Examples of Email Replies to Customer Complaints

Acknowledge a Customer Complaint

It's important to acknowledge your customers when they reach out to your company. Even if you don't have an immediate resolution to their problem, let them know their voice was heard and the appropriate contacts have been made aware of the situation.

Dear [Name],

I am sorry you were on hold with customer service for 30 minutes. That's an unacceptable amount of time and must have been frustrating for you. We value our customers' time and sincerely apologize for the lengthy wait.

Your message has been forwarded to the appropriate department and customer service representative. Your issue with our software has been prioritized and our team is already working actively to resolve the issue. I'll notify you right away when it's fixed.

I appreciate you making us aware of your negative experience. We strive to provide excellent customer service in a timely manner, and I apologize for the inconvenience this has caused. Please let us know if you have any additional questions, concerns, or comments.

Warm Regards,

Jane Smith

Customer Service Director

[Best Contact Method]

This example highlights personalization by detailing the customer's particular issue. It also acknowledges specific points the customer made and the negative impact it had on them.

Additionally, the email lets the customer know the issue is being handled and reassures them that the original representative will reach out with a resolution.

Respond to Dissatisfaction with Overall Customer Experience

When a customer is dissatisfied but unable to clearly describe why, your customer service team may receive a complaint that's general and vague. Acknowledge the customer's dissatisfaction and express your desire to assist them in clarifying their complaint better.

Dear [Name],

Thank you for your email. We take customer satisfaction seriously and are glad to hear from you.

I'm sorry for the frustration you've been experiencing recently. We appreciate your feedback. It will allow us to resolve any problems that occur and help us to improve our services.

We're proud that you've selected our company as your service provider for the last five years, and we'd like the opportunity to resolve your concerns and earn your continued trust.

To help us route your complaint to the appropriate department who can address your concerns, we'd be grateful if you provide us with additional details regarding your experience by filling out the attached form.

We are truly sorry for the inconvenience and hope to offer you better services in the future.

For any questions or further assistance, please reply to this message or call us at 1-800-234-5678.

Best regards,

Jane Smith

Customer Service Director

[Best Contact Method]

This example includes a clear request to assist the customer in specifying the complaint. By requesting more information (in this case, via a form), you're involving the customer in the process with a quick and easy resource. This follow-up method also gives your team the information it needs to take action to remedy the issues that led to the complaint.

Handle a Delivery Delay

Providing customers with a reliable estimate for product delivery has become an essential requirement these days, especially with continued competition for expedited shipping services. One of the most common — and frustrating — issues that customers may face is a package that does not arrive as scheduled. Delayed deliveries can be a challenging issue for your service team to manage as they need to work in coordination with your delivery service provider.

Dear [Name],

I am so sorry your order has not arrived. I understand how frustrating that is.

I've tracked your package via the U.S. Postal Service, and it's currently listed as [status]. If you'd like to keep track of your package's status, you can visit this link: [link]

Please contact me directly if your package has not arrived by [date] by responding to this message. Alternatively, you can call me directly at 1-234-567-8910.

Once again, I sincerely apologize for the inconvenience.

Best,

John Smith

Customer Service Representative

[Best Contact Method]

Use a message with a supportive tone when a product delivery is delayed. Your customer support agent can double-check the tracking information from the carrier and suggest the customer contact the agent again if the package still does not arrive. This reply features a positive tone that can be carried through to resolution.

Communicate with an Angry Customer

Angry customers provide little opportunity to try and remedy the situation directly. Be as straightforward and candid as possible when communicating with an angry customer.

Dear [Name],

I am so sorry your experience with our company has not met your expectations.

Customer satisfaction is our top priority, and I am truly sorry that wasn't demonstrated to you.

While we'd love the opportunity to regain your trust, we understand how frustrated you might be. My deepest apologies for any inconvenience we have caused you. We wish you all the best in the future.

Please let us know if you have any additional questions, concerns, or comments, or if we may be of assistance at any point in the future.

Best,

John Smith

Customer Service Director

[Best Contact Method]

Acknowledge the customer’s feelings and wish them well. Open the lines of communication in a positive manner by extending the opportunity for questions and comments. It leaves the door open for the customer to continue the discussion or make decisions without fueling their anger.

Address Technical Complaints

Reply with a response that addresses the specific technical problem of your customer. Respond directly to the issue, apologize, clearly state what follow-up has been done (or will be done), and highlight any long-term improvements that can be made.

Dear [Name],

I sincerely apologize for the inconvenience these issues have caused you. I have taken the liberty of refunding your subscription fee for this month. You will continue to have full access to all features of our software.

It appears that the connectivity issues you experienced were caused by a malfunction on our server. Poor connectivity is also the most likely cause of your inability to save your updates.

Our team has identified the source of the issue and is working actively to implement a fix. We estimate that the problem will be fully resolved within the next hour. I'll reach out directly to let you know as soon as your access is restored.

Further, we'll be migrating to new servers within the next two months, which will provide further stability to our service.

Please don't hesitate to contact us if you need further assistance. Thank you for taking the time to provide us with valuable feedback.

Sincerely,

Jane Smith

Customer Service Representative

[Best Contact Method]

This email example illustrates responding directly to the customer's issues. It goes into detail regarding the problem with a software application, provides a complete resolution to the customer's concerns, and addresses all their key points.

Following Up After a Complaint is Resolved

Follow up to confirm that the customer’s complaint has been resolved and that they’re not experiencing further issues. This helps to build customer trust, making them more likely to continue doing business with you.

Dear [Name],

I'm following up to ensure that the issue you experienced has been fully resolved. We sincerely apologize for any inconvenience caused. If there’s anything further we can do or if you encounter any other concerns, please feel free to reach out.

Thank you again for your patience,

Best regards,

John Smith

Customer Service Director

[Best Contact Method]

This example can encourage the customer to reach out if they’re still dissatisfied or are having repeated issues, giving you another opportunity to turn the negative situation into a positive experience.

Final Thoughts

You will love the improved replying experience we rolled out recently!

1. Improved drag and drop for images and other files.
2. New options for formatting code blocks.
3. Alignment toolbar for images dropped in text.
4. More reliable drafts feature.

Thanks to @ckeditor for v5! pic.twitter.com/jzIrd5fvbZ

— SupportBee (@supportbee) September 9, 2024

Creating email templates based on these and other examples can help ensure effective customer communication and improve the customer service experience, but leveraging the right technology is also crucial.

With an online ticketing system like SupportBee, your team can collaborate on and organize customer support tickets, ensuring that customer complaints don’t fall through the cracks and are promptly addressed. SupportBee also offers client portal software, which provides your customers a way to track and send support tickets using a branded web interface, and knowledge base software, which helps you build a comprehensive self-support solution with ease.

With tools to streamline your customer support workflows and automate processes, detailed reporting, and an audit trail to ensure accountability, SupportBee offers a robust solution for improving your customer support processes. Start your free trial today to see SupportBee’s powerful capabilities in action.

Frequently Asked Questions

How quickly should I respond to a customer complaint email?

Your team should respond to a customer's complaint in a prompt and timely manner. The quicker you address the customer's needs, the better your chances of keeping them as a customer.

What should I include in a response to a customer complaint email?

Address the customer with an apology, acknowledge their particular complaint, and assure them it will be investigated and they'll receive a prompt resolution or reply. According to a survey, 96% of customers say they would continue purchasing if a company they regularly buy from made a mistake but apologized.

What are the key elements of an effective customer complaint response?

Some of the key elements of an effective email reply to a customer complaint include:

• Professionalism: Use a professional tone. Be clear and concise.
• Responsibility: Take responsibility for a customer's issue; don't dismiss or minimize it.
• Empathy: Express your apologies for the customer's negative experience and let them know you understand the frustration and inconvenience.
• Personalization: Acknowledge the customer directly and mention the specifics of their problem so they know you heard them.
• Action: Give the customer actionable steps they can take — whether it's asking for more information or just letting them know to watch their inbox for a resolution.
• Follow-up: Once the customer's issues have been resolved, send a follow-up email to confirm and say thank you.

What tools or software can help manage and track customer complaints efficiently?

Customer support software like SupportBee is designed to help businesses manage and track customer support tickets. This type of software helps the user organize, prioritize, assign, and analyze incoming customer messages. Some applications allow employees to collaborate and discuss customer support tickets behind the scenes.

How you reply to a customer complaint can have a significant impact on how it's received and your chances of retaining the customer. With a well-trained customer support staff and meaningful email templates, you can give your team a great framework for addressing these complaints in a positive way.