Top 15 Customer Service Response Templates (General, B2B & B2C)
Jess served on the founding team of a successful B2B startup and has used a wide range of sales and marketing tools over the course of her 15-year career. She uses her industry knowledge to deliver the best answers to your questions about sales tools and sales management.
Jill is a writer at Fit Small Business specializing on Customer Relationship Management (CRM) software.
This article is part of a larger series on Customer Service.
Handling customer service complaints is a sensitive process—if it’s poorly managed, it can result in losing valued customers and receiving poor reviews or ratings online. Your customer service responses should be crafted with standard replies to complaints and issues that address your customers’ concerns. In this article, we cover best practices for customer service communication and provide free customer service response templates you can use for email and chat channels.
Download all of the templates below for your convenience and share them with your support team. Personalize each template to ensure they reflect the voice of your brand.
General Customer Service Email Templates
These customer service response templates are for common complaints and situations that warrant a well-designed and standardized response. They are applicable to business-to-consumer (B2C) and business-to-business (B2B) customers and can be tailored to all operational procedures and company policies.
1. Refund Request
This refund request email response is for when you are responding to a customer or client request to receive their money back after a purchase—assuming it falls within your company’s refund policy. It’s often needed when someone is unhappy with the product or service or has found that it wasn’t a good fit for them. Below is a sample refund email to customers you can use.
Subject: [Customer Name’s] Refund Request for/to [Product/Company name]
Dear [customer name],
Thank you for contacting us regarding your refund request on [product/service name]. We take pride in ensuring our [products or services] always meet our customers’ needs.
We are happy to inform you that your refund request falls within our policy and will be in processing upon [# of days or after the customer completes a step such as shipping back the item].
You should expect to see [$] added to your credit card or bank account within [# days or # days after the product is shipped back]. In the meantime, feel free to reach out using the contact information below if you have any questions or concerns.
[Rep name, job title]
[Phone number, email address]
[Company web address]
On the other hand, when a customer is not eligible for a refund, it could get tricky as they might react negatively. So you have to respond in a careful and well-thought-out manner. You can consider offering a discount or promo to appease the customer.
Subject: [Customer Name’s] Refund Request for/to [Product/Company name]
Dear [customer name],
Thank you for contacting us regarding your refund request on [product/service name]. We take pride in ensuring our [products or services] always meet our customers’ needs.
However, upon careful consideration, we regret to inform you that you are not eligible for a refund due to [state the reason and link to refund policy online if available]. We sincerely apologize for the inconvenience caused.
We’d like to offer you [product trial, discount, points, etc.] redeemable through this link.
We regret any inconvenience this may have caused. Please feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
2. Subscription Cancellation Request
Use this customer response template to acknowledge a customer’s subscription cancellation request. Typically, businesses include a 30-day cancellation policy with a money-back guarantee. However, if the cancellation exceeds the required time frame, communicate to the customer that you will cancel the subscription immediately but will be unable to refund the payment for the time that has lapsed.
Subject: [Customer Name’s] Subscription Cancellation for/to [Product/Company name]
Dear [customer name],
Thank you for contacting us regarding your request to cancel your subscription to our [product/service name].
Please note that we have received your request and your cancellation will take effect immediately. We are also in the process of crediting your refund. You should expect to see [$] added to (your credit card or bank account) within [# days]. In the meantime, feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
If the customer is not eligible for a refund after subscription cancellation, you can use the email template below.
Subject: [Customer Name’s] Subscription Cancellation for/to [Product/Company name]
Dear [customer name],
Thank you for contacting us regarding your request to cancel your subscription to our [product/service name].
Please note that we have received your request and have canceled your subscription effective immediately. However, kindly note that we are unable to refund your payment for the [time duration ineligible for a refund] as our policy states that cancellations need to be done within [x number of days].
You may refer to our terms and conditions for more information. [link to T&C page if available]
We regret any inconvenience this may have caused. Please feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
3. Product or Service Inquiry
Use this customer service email response when someone has pricing, payment options, or feature questions relating to one of your products or services. While it’s not a negative inquiry, it’s best to respond using the same best practices you would use for a complaint to make sure you fully address their needs and ensure they feel valued.
Subject: Response to [Product/service name] [Pricing, payment, or feature] Question
Dear [customer name],
Thank you for contacting us regarding your [pricing, payment, or feature] question for [product/service name]. We take pride in providing customers with the best answers to their questions.
Option 1: To answer your specific question, the [product/service name] costs [details on price amount and/or pricing method].
Option 2: To answer your specific question, the payment (plans or methods) we accept for [product/service name] include [list of payment plans or payment channels accepted].
Option 3: To answer your specific question, [product/service name] includes [features, product usability attributes, customer experience elements, etc.]. [Description of how those features can provide value or meet a specified need by the customer.]
I hope that answers your questions. In the meantime, feel free to reach out using the contact information below if you have any other questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
4. Billing Error
A billing error on your end could mean the customer was overcharged for something or they have been invoiced for more than they owe. Regardless, this situation is sensitive because your company could be perceived as having malicious intent by trying to charge more than necessary, even if it was an honest processing mistake. The billing error response template requires an apology and a plan to make reparations and preserve the relationship.
Subject: Response to [Customer name] Billing Error
Dear [customer name],
Thank you for contacting us regarding the recent billing error. We sincerely apologize for the mistake and will remediate the issue as quickly as possible.
After a quick investigation, we found that [brief explanation on why the error took place].
To fix the problem, I have [brief explanation on how the issue was fixed], and you should see the [$] excess amount refunded in [# days] or an updated invoice posted on your account.
In addition to resolving the billing issue, we’d like to offer you [product trial, discount, points, etc.], redeemable through this link.
Feel free to reach out using the contact information below if you have any other questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
Did you know? 78% of consumers will forgive a mistake if customer service is excellent. That’s why it’s important to rectify a mistake immediately and assure customers that it won’t happen again. It is also essential to look into your business processes to avoid the same mistake from happening in the future.
5. Poor Online Review
Too many poor online reviews, commonly seen on Google and Facebook, can be detrimental to a business. In today’s digital age, the first impulse of a customer before patronizing a brand is to check available customer reviews. Having poor reviews online sets you back and drives potential customers away.
Negative reviews by angry customers must be managed with a solid customer reply on the review page’s comment section, instead of an email. The main purpose of this is to appease customers so that they would be willing to give you another chance and potentially take the negative review down.
Subject: [Customer Name], We Would Like to Understand Your Concern Better
Dear [customer name],
I just read your review and am very sorry for your recent experience. My name is [rep name], [job title] at [company name], and I thank you for bringing this to my attention.
I’d love the opportunity to gather more insights to improve our [service or whatever the review complaint was about] and ensure this situation never happens to other customers. If you provide more details in this link or would like to contact me directly, we can discuss this further.
[Rep name, job title]
[Phone number, email address]
[Company web address]
6. Positive Online Review
In contrast to addressing a poor review, it’s just as important to give credit for positive reviews to encourage more customers to continue posting them. Going out of your way to thank a customer for helping improve your online credibility shows you listen to what they say about your service.
Subject: [Customer Name’s] Thank You for the Great Feedback!
Hello, [customer name], and thank you so much for posting your kind review! We always strive to take positive feedback in hopes of replicating it for all our customers.
My name is [rep name], [job title] at [company name], and I’d love the opportunity to gather more insights into what made your experience wonderful so that we can give credit to our staff where credit is due. If you could provide more details on [something they said regarding their experience] by responding to this email or would like to contact me directly, we can discuss this further.
[Rep name, job title]
[Phone number, email address]
[Company web address]
7. Customer Issue Resolution
To gain closure on a case, customer complaint, or issue, communicate with a message confirming it’s been resolved. You typically would use this sample customer support email or live chat message after closing cases, such as refunding a purchase, fixing a billing error, or sending a new or correct product to your customer.
Subject: [Customer Name’s] Issue Has Been Resolved
Dear [customer name],
Thank you for contacting us regarding your [issue type] and remaining patient during this process. We take pride in ensuring prompt customer service resolution for our customers.
We are happy to inform you that your [issue type] has been fully resolved, and we [explanation of what you did to resolve the issue].
We apologize for any inconvenience this may have caused. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
8. Website or App Down Complaint
This modern-day complaint is common for software as a service (SaaS) businesses or firms that rely on their websites for the customer experience, such as ecommerce or online financial services companies. Typically for this situation, you need to stall and keep your customers calm until the software development teams can find the root cause of the issue and get the online service back up and running.
Subject: [Customer Name’s] Online Service Down
Dear [customer name],
Thank you for bringing this problem to our attention. We have already reported your concern to our development team and are taking steps to fix the issue.
We apologize for any inconvenience this may have caused and expect to have the [website, online service, or application] up and running within [time duration].
Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
Pro tip: Excellent customer support should be available on many channels to meet each client’s needs. Customer relationship management (CRM) products such as Zoho CRM are well-known for their omnichannel communication capabilities. Leads and customers can reach out to your teams through social media, email, telephone, and live chat. There are also self-service portal options, web conferencing, and the choice to receive inquiries through your web pages.
Zoho CRM allows users to create web forms to help customers reach out to the customer service team easier.
(Source: Zoho CRM)
B2C Customer Service Response Templates
These are the best professional email response templates for responding to customer issues specific to business-to-consumer (B2C) sales. Though they can be used in business-to-business (B2B) sales, these circumstances are most common when dealing with individual consumers. This is because they don’t have dedicated account managers (something common in B2B situations) to address questions and guide them through the buying process.
9. Customer Didn’t Receive Product
After the expected delivery date passes or the customer receives a notification that their package was delivered, they will likely be frustrated if nothing arrives. No matter the cause and assuming the complaint is legitimate, quickly reassure them you found out why they didn’t receive anything. For instance, the package may have been sent to the wrong address or lost in transit, in which case you can then acknowledge you’re sending another one immediately.
Subject: [Customer Name’s] Product Replacement
Dear [customer name],
Thank you for bringing this problem to our attention. We are so sorry for any inconvenience this may have caused.
After researching the matter, we found the package didn’t arrive because [the reason the product wasn’t delivered]. To resolve the issue, we have shipped out a replacement of [product name] that we expect to arrive [estimated arrival date] and can be tracked using the tracking number link here.
In addition to resolving the billing issue, we’d like to offer you [product trial, discount, points, etc.] redeemable through this link. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
10. Wrong Product Received
The only thing that might be worse than not getting your product is receiving the wrong one. It’s essential in these scenarios to be specific as to what the customer needs to do to resolve the issue. For instance, you might need them to ship back the incorrect item, and in this case, you must provide details on how to do that—preferably with no cost required from their end. Alternatively, some companies allow the customer to keep the product free of charge to smooth out their relationship with them.
Subject: [Customer Name’s] Wrong Product Received
Dear [customer name],
Thank you for bringing this problem to our attention. We are so sorry for any inconvenience this may have caused.
After researching the matter, we found the package didn’t arrive because [the reason the wrong product was received].
Option 1: To resolve the issue, we ask that you ship back the incorrect item by following these instructions [describe how to send it back].
Once we receive the [incorrect product name], we will ship out the correct product, which you should receive within [time duration] days.
Option 2: Since the error was on our end, feel free to keep the [incorrect product name]. We’ve shipped out the correct [product name], which we expect to arrive [estimated arrival date] and can be tracked using the tracking number link here.
In addition to resolving this issue, we’d like to offer you [product trial, discount, points, etc.] redeemable through this link. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
11. Defective Product
Another product-related concern you might encounter is a defective product. Product warranties typically cover replacing defective products due to factory defects. Apart from acknowledging the customer’s message, you may also want to ask for a photo of the product and a description of the defect for documentation purposes. Assuming the customer is eligible for a replacement, ensure the new product is shipped immediately and offer a gift or discount to compensate for the mistake.
Subject: [Customer Name’s] Defective Product Received
Dear [customer name],
Thank you for bringing this problem to our attention. We are so sorry for any inconvenience this may have caused.
To resolve the issue, may we ask if you could send a photo of the product as well as a short description of the defect?
Afterward, please allow us [amount of time needed to validate the defect] to get back to you on your eligibility for product replacement.
If we confirm that it is a factory defect, we will inform you right away to ship back the defective item by following these instructions [describe how to send it back].
Once we receive the [defective product name], we will ship out the new product, which you should receive within [time duration] days.
In addition to resolving this issue, we’d like to offer you [product trial, discount, points, etc.] redeemable through this link. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
12. Answers to FAQs
Once businesses become more established, they begin seeing a pattern of similar questions submitted by customers. This prompts them to add a Frequently Asked Questions (FAQs) page on their websites and marketing materials to address those particular inquiries. One issue, however, is when customers aren’t aware that a FAQ page exists. They might submit a specific FAQ—requiring you to give an answer while politely guiding them to resource pages for reference in your customer support response template.
Subject: [Customer Name’s] Question on [what they asked about]
Dear [customer name],
Thank you for reaching out regarding [topic of question].
We get this question quite often, and here’s our best answer:
[Answer question.]
For additional information and answers to common questions, I invite you to check out our Frequently Asked Questions (FAQs) page using this link.
I hope this helped and feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
Pro tip: There are customer relationship management (CRM) providers that either allow you to save email templates or choose from their existing ones. For example, HubSpot CRM has robust email marketing features that include a wide range of email templates you can choose from. If you prefer to use your own, you can easily save the template in your account.
B2B Customer Service Response Examples
In B2B sales, the customer experience looks different because there are often dedicated account managers to assist. There are also typically more complex product or service delivery processes that could open an organization to unique complaints requiring technical or professional knowledge.
For instance, how a consulting or professional service was delivered, a software platform performed, or a tangible deliverable like a piece of content was developed all create technically specific complaints. These demand more specialty skills from a B2B customer service rep than a B2C rep. These generic customer service response templates are designed for common scenarios in the B2B industry.
13. Negative Experience With an Account Manager
An account manager should be the go-to point of contact for a particular client. But sometimes, a customer may experience having an unresponsive account manager who can’t assist with their needs or is not fit for their role. So, when they contact the customer service department complaining about their dedicated account rep, your service team must have a solid response lined up.
Subject: [Customer Name’s] Issues With Account Manager
Dear [customer name],
Thank you for reaching out regarding the [issue type] with your account manager.
We are very sorry for any inconvenience this has caused you thus far. We’re ready to resolve the issue as quickly as possible. If you could provide more details in this link or would like to respond to this message directly, we can discuss this further and ensure this problem doesn’t become a recurring issue.
In the meantime, we are prepared to transfer your account responsibilities to [new account manager name], pending your approval. [Account manager name] has a proven record of [attributes or positive experience] in providing our clients with top-tier support.
I hope this helped and feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
14. B2B Product or Service Process Error/Mistake
B2B products and services tend to be more complex in the production and delivery process compared to B2C. In B2C, for instance, it could be as simple as a person ordering clothes online and getting them delivered to their door. The amount of data, information provided by the client, and professional expertise required in B2B solutions open them up to unique risks that they need to be prepared to respond to.
Subject: [Customer Name’s] Issues With [product or service name]
Dear [customer name],
Thank you for reaching out regarding the [issue type or problem] with [software, product, or service name].
We are sorry for any inconvenience this has caused your business and are ready to resolve the issue as quickly as possible.
After looking into it further, we discovered that the [system error, processing error, service mistake, etc.] resulted from [what caused the issue]. This is something we do not take lightly.
Option 1: To fix the issue, we’ll need [something or a piece of information] from you. Please upload [information, data, documents, etc.] by [describe how they can send you the items needed].
Option 2: We are happy to say we have fixed the problem by [explanation on how it was fixed]. (You or We) should now be able to [explain what you or the customer can now do as a result of fixing the problem].
I hope this helped. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
15. Resources & Knowledge Base Questions
Similar to how B2C businesses use an FAQ page on their websites, firms that sell software or web applications tend to use a dedicated FAQ section within a knowledge base page. These resources generally include tutorials, videos, community forums, and sometimes a company-sponsored academy, all with information regarding how to use specific software. This template is for when a user submits a question or complains about information found in the knowledge base.
Subject: [Customer Name’s] Knowledge Base Question
Dear [customer name],
Thank you for reaching out regarding [topic of questions].
We get this question quite often, and here’s our best answer:
[Answer the question.]
For additional information on [application or online service name], I invite you to check out our knowledge base page using this link. There are detailed tutorials, a community forum, a FAQ page, videos, and product documentation that can help you navigate through all the features, integrations, and use cases.
I hope this helped. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
Customer Service Response Best Practices
It doesn’t matter why someone is reaching out to your service team or the type of relationship (B2C or B2B) there is. You must ensure you’re controlling the situation while also giving respect to your customers. Here are some best practices to follow when using our customer service email response examples and engaging with customers:
- Always address the customer’s name: Customers appreciate the simplest signs of service personalization. Merely addressing them in your email gives the impression you know them and have an idea of their past interactions with your company.
- Refer to the customers’ activity history: You can further personalize your message to customers by referencing a past activity, purchase, or any notable interaction with the brand. This little gesture shows you know them, and you have the initiative to log their activity history with your business.
- Keep customers reassured with a plan of action: In your response, explain what you’re doing and what the customer can do to solve the problem. Include time estimates, action steps, and contact information with whom they can communicate questions or concerns.
- Maintain a “customer is always right” mentality: Despite your feelings toward the matter, it’s essential to remain sympathetic to the customer, specifically when responding to negative inquiries. Always apologize, take responsibility, and avoid any responses that make it seem as if the customer is to blame and frustrate them further.
- Directly reference the inquiry: Somewhere in the message or subject line, indicate exactly what the customer’s issue, complaint, or compliment was to confirm you’re responding to their specific need or issue.
- Apologize to the customer as necessary: There are times when a business can’t give the customer what they want due to business policies—such as refunds and returns. Even if you are not in the wrong, make it a point to sympathize by offering a short apology for the inconvenience the situation may have caused them.
- Thank customers to control the conversation: Manage any potential narrative created from a poor customer experience by treating each inquiry as a chance to improve rather than take offense to the claim. Start each response by thanking the customer for bringing the issue to your attention, as it serves as a new insight into improving the solutions you provide.
As a top priority for evaluating an organization, 68% of customers are willing to spend more on a brand that understands them and treats them like individuals. Therefore, throughout customer service communications and support processes, it’s recommended that you track each inquiry and case management performance with a CRM system.
Pro tip: Products such as Salesforce offer centralized modules to receive customer cases and complaints, assign them to reps, and track their remediation progress. Additionally, customer service managers can view performance metrics, such as the percentage of issues resolved or escalated and the average time to resolution, on the Salesforce service dashboard.
Salesforce offers customer management tools that let businesses record past interactions with the brand, allowing an agent to easily personalize their customer service reply. (Source: TrailHead)
Interested in learning more about how excellent customer service can help with your business? Check out our article on customer service statistics.
Bottom Line
Diligent customer service management is critical to the success of a business in terms of new business sales and retained revenue. With these downloadable customer service responses and best practices, you can ensure every situation has an effective, ready-to-go response plan to boost customer satisfaction. While most of the templates available are for generic use, the B2C and B2B templates are applicable to common scenarios specific to those respective industries.
