soonbeamA complaint email lands, and your stomach drops a little. The good news: most unhappy customers don't want a speech. They want to know you read their email, that you'll fix it, and when.
Here is a simple way to write that reply, in five steps, followed by templates for the complaints small businesses get most.
On this page
The short answer
The short answer- Find the actual questions in the email.
- Thank them, and say sorry for the specific problem.
- Answer every question, in the order they asked.
- Say what happens next, with a day or a date.
- Keep it short, and write like you talk.
1Find the real questions
Read the email twice before you reply. The first time you read the tone. The second time, look for what the customer actually asks. In the email above, there are two questions: can you send a new one before Saturday, and do I need to send the broken one back.
Write them down, or highlight them. Every question you skip becomes a second email.
2Say sorry for the right thing
A vague apology sounds like a form letter. Name what went wrong: "Sorry your vase arrived broken" works better than "We apologise for any inconvenience."
If it wasn't your fault, you can still be sorry about how it feels for them. You don't have to win the argument to keep the customer.
3Answer every question
Answer in the same order the customer asked. Short and specific beats long and careful.
- One question, one clear answer.
- Use their words. If they say "vase", don't write "item".
- Don't know yet? Say so, and say when you will.
4Say what happens next
"We'll sort it out" leaves the customer waiting and wondering. "It goes out today and arrives on Thursday" ends the worry. Give a day or a date whenever you can, and only promise what you can keep.
5Keep it short and human
Most good complaint replies fit on a phone screen. Use the customer's name, sign with your own, and leave out the corporate phrases. Customers notice when a reply sounds like a person.
Phrases to swap
Three phrases that make a reply sound cold, and what to write instead.
We apologise for any inconvenience caused.
Your feedback is important to us.
We will look into this matter.
Sorry your vase arrived broken.
Thanks for telling me straight away.
I'll send a new one today. It'll be with you on Thursday.
5 templates to copy
Fill in the yellow parts, read it once more, and send. Change anything that doesn't sound like you.
Late delivery
SubjectRe: Where is my order?
Hi [name],
Sorry your order hasn't arrived yet. You were right to ask.
I've checked with [carrier]: it's [where it is now], and it should be with you on [day].
If it isn't there by then, let me know and I'll send a new one straight away, at no cost.
Thanks for your patience,
[your name]
Damaged product
SubjectRe: The vase arrived broken
Hi [name],
Sorry the [product] arrived broken, and thanks for sending a photo.
I'll send you a new one today. It should be with you on [day]. You don't need to send the broken one back.
Best,
[your name]
Wrong item
SubjectRe: This is not what I ordered
Hi [name],
You're right, we sent you [wrong item] instead of [ordered item]. Sorry about that.
The right one goes out today and should arrive on [day]. I've added a return label for the wrong one, so you can drop it off whenever it suits you.
Best,
[your name]
Invoice mistake
SubjectRe: Question about my invoice
Hi [name],
Thanks for checking the invoice. You're right: it says [amount] instead of the [agreed amount] we agreed.
I've attached a corrected invoice. Sorry for the confusion.
Best,
[your name]
Unhappy with the work
SubjectRe: Not happy with the result
Hi [name],
Thanks for letting me know, and I'm sorry the [job] didn't turn out the way you expected.
You mentioned [their point]. [What you will do about it, for example: I'll come back to finish the edges.]
Would [day and time] work for you?
Best,
[your name]
Mistakes to avoid
- Arguing about whose fault it isEven when you're right, it makes the customer dig in.
- Answering only the first questionThe customer has to write again, and gets more annoyed.
- Promising what you can't keep"As soon as possible" turns into the next complaint.
- Copying corporate phrasesThey sound polite, and they also sound like nobody read the email.
Questions
How quickly should I reply to a complaint email?
As soon as you can, ideally the same working day. If you need time to find out what happened, send a short reply first and say when you will get back to them.
Should I say sorry if it wasn't my fault?
You can be sorry about how it feels for the customer without taking the blame. “Sorry this has been such a hassle” is honest either way.
Should I offer a discount or something extra?
Only when it fits. Fixing the actual problem matters more. If you do offer something, make it specific and mention it once.
Can I use AI to answer complaint emails?
Yes, as long as you read every reply before it goes out and check amounts and dates yourself. Soonbeam works that way: it asks what you want to say to each question and never fills in a price or a date on its own.
