Top 13 Customer Service Response Templates (B2B & B2C)
Sheena has over 20 years of combined experience in sales and marketing and earned her MBA in International Marketing. You can find her experience throughout Fit Small Business’s content about sales management, strategies, and tools.
Customer service responses are email and other online communications that address customer concerns. They let your customers know you care about their experience with your company and that you will respond to their concerns. Customer service response templates are often used to save time and achieve standardization. To help, here are 13 customizable templates.
Email is one of the most common channels businesses use to send customer service responses. Using a CRM like Salesforce Essentials to set up customer service response templates saves time and helps to ensure your team communicates a consistent message. Checkout Salesforce Essentials for more details and a free trial.
Customer Service Email Templates & When to Use Them
| Type of Customer Service Template | When To Use It |
|---|---|
| Customer Didn’t Receive Product | Customer contacts you stating they never received a product they ordered |
| Product Return | Use this if your customer wants to return a product they bought |
| Wrong Product Received | Should be used when customer receives the wrong product |
| Billing Error | Customer was charged an incorrect amount |
| Poor Customer Experience | Your client shares that they had a poor customer experience |
| Refund Request | A request for a refund has been made |
| Processing Request | You’re working on a request that’s not yet resolved |
| Resources & Answers to FAQs | Common questions that you’ve created a knowledge base to answer |
| Pricing Question | You receive questions about pricing and payment options |
| Features Question | Use this when there’s a request to explain features |
| Issue Resolution | When you’ve resolved a customer issue |
| Customer Complaint | A customer is upset and sends you a complaint |
| Negative Online Review | You need to respond to a negative online review |
| Positive Online Review | Your company wants to respond to a positive online review |
Download Customer Service Response Templates
Having all of these templates in one place will help you start a library of customer service response templates you can customize for your business and use as part of your account management strategy. You can download all customer service response templates for free by clicking below.
Download Customer Service Response Templates
1. Customer Didn’t Receive Product
When customers contact you because they haven’t received a product they’ve purchased, send them this type of email shortly after they’ve notified you. The customer may be upset or disappointed about not receiving their purchase and this is your opportunity to show them you will do everything you can to make sure they receive it quickly.
In most cases, it’s appropriate to apologize for the inconvenience and then propose a solution to the problem. Depending on the item, it may be easier and more cost effective to send a replacement. In other cases, it may be more appropriate to research, track the location of the product, and then provide an appropriate response.
The email template below assumes that you’ve confirmed that the product was sent to the wrong address. You’ve now issued a replacement to be delivered with expedited shipping to the correct address. Below is a customer response email template for this situation and response.
Product Not Received Email Template
Subject line: Replacement of Your [Product]
Dear ____,
Thanks for taking the time to notify us/me on [date of conversation] about your [Product] not being delivered. We’ve researched the matter and have shipped a replacement today, [date].
We have shipped it [type of shipping like overnight] so that you receive your replacement right away. Your tracking details are at the bottom of this email.
We apologize for the inconvenience and want you to know we take customer happiness very seriously. Because you have been our customer for [amount of time they’ve been a customer], we are offering you [% off, $ off] your next purchase with us. We truly appreciate your business.
If you have any questions or concerns, please reach out to us.
[Tracking Detail Here]
Sincerely,
[Person’s name, Customer Happiness Dept.]
[Phone Number]
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2. Product Return Email
There are many instances that prompt customers to return items they’ve purchased. It could be an item of clothing that didn’t fit properly or a computer that didn’t meet the needs of your company’s new hire. The customer does not want the product and wants to send it back to you for a refund. In this situation, you want to let them know how to seamlessly return a product and encourage them to consider other products for a potential exchange or when the need arises.
In most returns situations, it’s appropriate to express disappointment that the product didn’t work out for them. This should be followed up with asking them how they want to handle the situation. Once they’ve told you how they want to handle it, it’s up to you to summarize how the product return will be handled in an email or letter.
The email template below assumes your customer wants to return a product because it didn’t meet their employee’s needs. You’ve processed a return with a refund. Below is the customer response email template for this situation and response.
Product Return Email Template
Subject line: Confirmation of [Product] Return.
Dear ____,
Per our conversation on [date of product return conversation], we have processed a return of the [product purchased]. We’re disappointed this product didn’t meet your needs, but certainly understand.
Attached is a shipping label you can print and attach to the item so that you can ship it back to us free of charge.
Here are the three simple steps to follow:
- Place [product] back into the shipping box it came in along with the original packaging
- Print and attach the shipping label
- Take it to your nearest [shipping partner, i.e., post office, UPS, etc.]
(Note: substitute the above with your own process)
As soon as we receive the returned item, we will issue a refund. Within [number of business days it takes for the customer to receive a refund], you will see a refund of [dollar amount] on your credit card.
We appreciate your business and hope you will consider us for future employee purchases.
Sincerely,
[Name, Position, Dept.]
[Phone Number, Website address]
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3. Received Wrong Product
When the customer receives the wrong product, they can be upset and either request a refund or want you to send the product they ordered in the first place. Regardless of their decision, you’ll need to send them a communication about how you’ll handle the situation to their satisfaction.
In the template below, we have assumed the customer wants the product they ordered. They do not want a refund and have expressed receiving the correct product quickly.
Wrong Product Received Email Template
Subject line: Your [Correct Product] Ships [Date/Time]
Dear ____,
Thank you for contacting us to let us know we sent you the wrong product. We apologize for any inconvenience. We are sending you the correct product, the [name of correct product] and it will be shipped [date it will ship]. We sent it using expedited shipping, so you should receive it [date it should be received].
Please return [incorrect product] in the original shipping box and packaging using the attached shipping label and instructions.
Please contact us with any additional questions.
Best Regards,
[Customer Service Manager Name, Title]
[Contact Phone Number, website address]
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4. Billing Error Email
Billing errors, especially if they are high dollar amounts, can make customers really angry. In these situations, it is important to adopt an apologetic tone, correct the situation immediately, and offer the customer something that will help preserve the relationship and instill trust that you will take measures to bill them appropriately in the future.
The email template below assumes you’ve taken responsibility for the error, issued a credit equal to the amount they were overbilled, and have taken steps to ensure their billing will be correct in the future.
Billing Error Follow-up Email Template
Subject line: Your [product or service] Corrected Billing Statement
Dear ____,
Thank-you for bringing the billing errors on your last statement to our attention. We sincerely apologize for the error.
During our conversation, I processed and issued a credit your credit card on file in the amount of [amount of credit].
I also adjusted the recurring billing amount to [the amount they should be billed] which is your rate per your contract [can be customized].
To make up for our error, we’d like to offer you [product trial, discount, points, etc. based on customer data if possible].
We appreciate your business and look forward to serving you in the coming months.
[Customer Service Rep. Name]
[Phone Number, Website Address]
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5. Poor Customer Follow-up Service Email
There are times when companies fall short of providing excellent customer service and if customers are really angry or disappointed, they will call or write to let you know. In these situations, when customers have taken the time to tell you about a customer service failure, your response should address their specific concerns.
Below is an email template that acknowledges a customer service failure and offers remedies to makeup for it.
Poor Customer Service Follow-up Email Template
Subject line: Your Most Recent Customer Experience at [Name of Company]
Dear ____,
Thanks for taking the time to let us know about your most recent customer service experience.
We sincerely apologize for the experience you had and hope you give us another chance to earn your business.
When customers provide feedback on [specific customer service area, like in-store interactions, or conversations over the phone], we research what happened and use what we’ve learned to provide better quality service.
We’d like to offer you [your specific offer, like coupons, vouchers, gift cards] as an incentive to give us another chance at earning your business.
We hope to see you again soon.
[Customer Service Manager Name]
[Phone Number]
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6. Refund Request Follow-up Email
There are a variety of reasons customers request refunds. They may be unhappy with their purchase or experience. Or they may have decided that the product or service isn’t right for them. If the request was made within the terms of your refund policy, you should process the refund request right away. The template below assumes that the request for refund falls within a company’s refund policy.
Refund Request Email Template
Subject Line: Your [product or company] Refund Request
Dear ____,
Thank-you for contacting us to request a refund on your purchase of [name of product or service]
Our goal is for our products and services is to always meet the needs of our customers.
Because your request falls under our refund policy [briefly state refund policy, like “no questions asked refunds in 30 days,” etc.], we will gladly honor your decision.
We have processed your request and have issued a refund to your credit card company [customize this based on how they paid and how you process refunds]. It may take up to [number of days] to see this credit on your account.
Please let us know if you have any questions.
[Customer Service Rep Name, Title]
[Phone number, website address]
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7. Processing Your Request Follow-up Email
Some customer requests take time to resolve or research. In these situations, it’s important to let your customers know that you are still working on their request and haven’t forgotten about them. The email template below is one you can use when you’re still researching or investigating an issue and you want the customer to know you haven’t forgotten about them.
Processing Your Request Follow-up Email Template
Subject line: Your [Name of Product or Company] Request
Dear ____,
We just wanted you to know that we are still researching your [type of request or inquiry] from [date the request was made]. We haven’t forgotten about you. It takes time to research these situations, but rest assured we are working on it to provide you with the best possible [resolution or answer].
We have assigned, [name of Customer Service Specialist] a special request supervisor to manage your case. If you have any questions, do not hesitate to contact him directly.
[Contact details for Specialist]
Best Regards,
Customer Support Team
[Phone Number, website address]
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8. Resources & Answers to FAQs Email
Over time, we notice a pattern of types of questions customers have about our products and services. Many companies create a Knowledge base or other resources to free up their customer service employee from having to answer the same questions over and over again. The template below is a follow-up email to a commonly asked question. The email provides an answer to the question and points to additional resources that will answer additional questions.
Resources To Solve Problem Email Template
Subject line: Your Question About [Question Topic]
Dear ____,
Thanks for your question about [topic of the question].
We get that question quite a bit and here’s our best answer:
[Use this space to provide a brief answer. Example: Our software offers direct integration with QuickBooks Online and Desktop]
For additional information on how our software integrates and works with QuickBooks Online and Desktop, visit our knowledge base by clicking on this link. There you’ll find step-by-step articles and videos on how to set it up and the features you’ll find most helpful.
I hope I was able to assist you today. Let us know if you have additional questions.
Sincerely,
[Customer Service Rep Name]
[Customer Service Contact Details]
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9. Pricing Question Email
Customer service and sales both get questions related to pricing. This is especially true in situations where it may not be based on a flat fee and use a model like price per user. Having a customer service response template on pricing handy will save you or your customer service rep a ton of time. Here’s an example of a pricing question follow-up template.
Pricing Question Follow-up Email Template
Subject line: Your [product] pricing question
Dear ____,
Thank-you for reaching out to ask about our pricing for [product/service].
The [product or service name] is based on a monthly rate, flat fee [type of pricing], and is [specific price].
Please click on this pricing link to view all the features that come with this pricing tier [can be customized].
If you have any additional questions, feel free to contact us.
[Customer Service Rep Name & Best Contact Details]
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10. Product Feature Question Email
When customers are interested in your product or service, your feature descriptions will generate questions where they want to know more about a specific feature. In your response emails, it is important to give the customers enough information to answer their questions without overwhelming them with information they didn’t ask for. The template below answers the customer’s question and provides links should they want additional information.
Feature Question Email Template
Subject line: Your Question About [product feature]
Dear ____,
Thank-you for reaching out to ask about our [product feature].
Our [product feature] can perform [what product feature does] which makes it easier for you to [problem it solves]. It works by [how the feature works without a lot of technical detail].
Should you have any additional questions about [product feature], please feel free to contact us again.
Sincerely,
[Customer Service Rep Name & Contact Details]
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11. Issue Resolution Follow-up Email
Use the issue resolution follow-up whenever there has been a product or service issue that has been resolved for the customer. Letting your customer know their issue has been resolved and providing them with details can help build trust and can lead to future sales opportunities. The template below recaps the issue and gives the customer a high level view of the resolution.
Issue Resolution Follow-up Email Template
Subject line: Your [type of issue] has been resolved
Dear ____,
Thank you for contacting us about [customer issue]. As promised when we spoke to you on [date they logged the issue], we have researched the situation and have come up with a resolution.
The [product/service] situation was caused by [brief description of cause] and we offer our sincerest apologies.
We have corrected the issue which means you shouldn’t experience it moving forward.
If you have questions, feel free to contact me.
[Customer Service Rep Name & Contact Details]
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12. Negative Online Review
In the day and age of online reviews, we don’t always have the ability to respond to poor customer experiences. There are those customers who won’t tell you directly about their experience, but will post it on review sites and give you a poor rating. Too many of these can lead to a tarnished reputation and lost business. The response template below is an example of how you can address negative reviews online and show how you can resolve customer issues.
Negative Online Review Example & Response Template
Sample Negative Review: My experience at XYZ Hotel where I stayed for a recent business trip was horrible. The staff was rude and very unhelpful. If I could give them zero stars, I would. Reviewer Name: Frank Frequent Flyer
Stars: 1
Customer Service Response Template: Hello Frank, I just read your review of our hotel and I want to apologize for your recent experience. I am Amanda Walker, Customer Happiness Manager, and would love to get more details about your experience so we can improve our service. If you’re open to this, contact me at [contact details] so we can discuss. Again, I convey my sincerest apologies.
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13. Positive Online Review
When customers are exceedingly delighted about a positive experience they’ve had with your company, they also share that experience with the world through online reviews. If customers leave you thoughtfully written positive reviews, you should respond to them thanking them for their review. It shows them and everyone else reading the review that you appreciate the compliment and feedback and you reward good service. Here’s a template you can follow.
Positive Online Review Example & Response
Sample Positive Review: My experience at XYZ Hotel where I stayed for a recent business trip was simply amazing. The staff was extremely pleasant and very helpful. If I could give them 10 stars, I would.
Reviewer Name: Frank Frequent Flyer
Stars: 5
Customer Service Response Template: Hello Frank, I just read your review of our hotel and I wanted to tell you that we appreciate honest and positive feedback. One reason our staff is so friendly and helpful is because we reward them for making our customer’s stay a great one. If you wouldn’t mind, can you contact me at [contact details] with names of staff members who stood out as providing the best experience? We’ll be sure to recognize them. I look forward to hearing from you.
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Customer Service Response Best Practices
There are a few best responses to creating customer service best practices. They include thanking the customer for contacting you and letting you know about the issue they’re having with your company or for letting you know about something you’re doing right. They also include letting them know about your plan of action if it’s regarding something that needs to be corrected.
Below are some additional best practices to keep in mind:
- Always thank the customer for reaching out
- Acknowledge the specifics of questions, concerns, complaints, suggestions or compliments
- When addressing problems, outline your plan of action for correcting them
- Avoid any responses that make your customer feel frustrated or to blame for a service failure
- Have the communication come from a specific person with clear contact information
Using these best practices helps to ensure you’re creating customer service email templates and that help build your customer relationships. Service failures or questions can be an opportunity to build trust, respect, and loyalty. How you respond and how you communicate with customers is key for building these relationships.
Bottom Line
Customer service response templates are part of a larger CRM process and can be created to help you plan ahead for any response you’ll need to provide. They can keep you out of legal trouble when reviewed by your attorney ahead of time. They can also convey a positive and consistent brand message during some of the most difficult customer interactions. Additionally, having customer service email templates saves your customer service reps time.
CRM software like Salesforce Essentials is helpful for saving customer service response templates. Using templates saves time and helps to ensure your customer service team communicates a consistent positive message. Checkout Salesforce Essentials for a free trial.
