Practical examples of responding to customer complaints by email

Real examples of responding to customer complaints that actually work

Let’s skip the theory and get into real examples of responding to customer complaints you can adapt today. You’ll notice a pattern: acknowledge, apologize, explain (briefly), fix, and follow up.

Each example of a response includes:

• A short version of the customer’s complaint
• A ready‑to‑use email reply
• A quick breakdown of why it works in 2024–2025

1. Late delivery complaint (ecommerce)

Customer complaint (summary):

“My order was supposed to arrive two days ago. I needed it for an event and your tracking hasn’t updated. This is unacceptable.”

Email response example:

Subject: I’m sorry your order is late, [First Name]

Hi [First Name],

Thank you for reaching out and for your patience. You’re right to be frustrated—your order should have arrived by now, and I’m sorry it didn’t.

I’ve checked your tracking details, and it looks like the package was delayed in transit. I’ve just contacted the carrier and requested priority handling so it can get to you as quickly as possible. Here’s your updated tracking link:

[Tracking Link]

Because this delay affected your plans, I’ve also:

• Refunded your shipping cost, and
• Added a [10%] discount code for your next order: [CODE]

You’ll receive a separate email confirmation for the refund within the next few hours.

If your package hasn’t moved within 24 hours, reply directly to this email and I’ll arrange a replacement or a full refund—whichever you prefer.

Thank you again for letting us know. We’ll do better next time.

Best,
[Your Name]
[Your Role]

Why this works now:

• Takes responsibility without blaming the carrier.
• Offers something concrete (refund + discount).
• Gives a clear time frame and next step.

This is one of the best examples of responding to customer complaints about shipping because it balances empathy with a specific fix.

2. Defective product complaint (physical or digital product)

Customer complaint (summary):

“The product stopped working after a week. I’m very disappointed and thinking about returning it and leaving a bad review.”

Email response example:

Subject: Let’s fix this product issue, [First Name]

Hi [First Name],

I’m really sorry to hear that your [product name] stopped working so quickly. That’s not the experience we want for you, and I appreciate you giving us the chance to make it right.

To get this resolved fast, I’d like to:

• Send a free replacement, and
• Have our team review what went wrong with your original item.

Could you reply with:

• A photo or short video showing the issue, and
• Your current shipping address (just to double‑check)?

As soon as we receive that, we’ll ship your replacement within one business day and send you tracking details.

If you’d prefer a refund instead of a replacement, let me know and I’ll process it right away.

Thank you again for flagging this. Your feedback helps us improve quality for you and for other customers.

Best regards,
[Your Name]

Why this works:

• Offers options (replacement or refund), which reduces anger.
• Asks for just enough info to troubleshoot without making the customer do all the work.
• Treats the complaint as helpful, not annoying.

When people search for examples of responding to customer complaints about faulty products, they’re really looking for language like this: direct, respectful, and solution‑driven.

3. Rude staff complaint (service business, retail, hospitality)

Customer complaint (summary):

“Your employee was rude and dismissive when I asked for help. I’ve been a customer for years and I’ve never been treated like that.”

Email response example:

Subject: I’m sorry about your experience at our [location]

Hi [First Name],

Thank you for taking the time to tell us what happened. I’m really sorry you were spoken to that way. You’re right to expect respect and courtesy every time you visit us, and we clearly fell short.

I’ve already shared your message with our [store/branch] manager and we’re addressing this directly with the team member involved. We’re also using your feedback in our next staff training session to reinforce how we handle customer questions and concerns.

I know this doesn’t change what happened, but I’d like to invite you back for [a complimentary service / a credit of $X on your account] so we have a chance to give you the experience you should have had the first time.

If you’re comfortable sharing it, could you confirm the date and approximate time of your visit? That will help us follow up more accurately.

Thank you again for speaking up. We value your loyalty and don’t take it for granted.

Sincerely,
[Your Name]
[Your Role]

Why this works:

• Takes the complaint seriously without throwing the staff member under the bus.
• Shows specific internal actions (training, manager follow‑up).
• Offers a gesture that feels like a real attempt to repair the relationship.

This is a strong example of responding to customer complaints about staff behavior because it protects both the customer relationship and the team.

4. Billing error or overcharge complaint (SaaS, subscriptions, utilities)

Customer complaint (summary):

“You double‑charged me this month. This is unacceptable and I’m thinking of canceling.”

Email response example:

Subject: We’ve fixed the billing error on your account

Hi [First Name],

Thank you for flagging this. You’re absolutely right—your account was charged twice this month, and I’m sorry for the stress and inconvenience that caused.

I’ve reversed the duplicate charge and issued a refund of [$X] to your original payment method. You’ll see it on your statement within 3–5 business days, depending on your bank.

To prevent this from happening again, we’ve:

• Reviewed your account settings, and
• Updated our internal checks for subscription renewals.

You can view your updated invoice and payment history here:
[Billing Portal Link]

If you’d like, I’m happy to schedule a quick call to walk through your billing details and answer any questions.

Thank you again for bringing this to our attention and for being a customer.

Best,
[Your Name]
[Your Role]

Why this works:

• Fixes the money problem first, then explains.
• Gives a realistic refund time frame.
• Offers a human touch (optional call) without forcing it.

When people ask for examples of responding to customer complaints about billing, this kind of clear, numbers‑based reply is usually what they need.

5. Slow response or poor support experience

Customer complaint (summary):

“It took you three days to respond to my ticket, and then the answer didn’t solve my issue. This is really disappointing.”

Email response example:

Subject: Following up on your support request

Hi [First Name],

You’re right to be disappointed with how long it took us to respond, and I’m sorry we didn’t resolve your issue the first time. That’s not the level of support we aim to provide.

I’ve reviewed your previous ticket and it looks like we missed an important detail in your description. I’ve now [updated your settings / fixed the configuration / applied the change] on our end, and you shouldn’t see this issue again.

Here’s what I recommend you do next:

• Log out and back into your account
• Try [specific action] again

If the problem isn’t completely resolved, reply to this email and I’ll personally stay on the case until it is.

We’re also reviewing our ticket queue process so that urgent issues like yours are answered faster. Your message helped highlight that gap, and I appreciate it.

Thank you for sticking with us while we fix this.

Best,
[Your Name]

Why this works:

• Owns both the slow response and the incomplete answer.
• Gives very specific next steps.
• Promises personal ownership going forward.

This is one of the best examples of responding to customer complaints about support quality because it doesn’t hide behind generic phrases.

6. Service outage or widespread issue (SaaS, apps, online platforms)

Customer complaint (summary):

“Your service was down for an hour during my workday. I rely on this for my job. How can I trust your platform?”

Email response example:

Subject: About today’s outage and what we’re doing next

Hi [First Name],

I’m really sorry for the disruption you experienced during today’s outage. We know many customers rely on us for their day‑to‑day work, and any downtime is unacceptable.

Here’s what happened in plain language:

• At [time, timezone], a [brief description: system update / database issue / network error] caused our service to go offline.
• Our engineering team identified the issue and restored service at [time].

We’re now taking these steps to reduce the risk of this happening again:

• [Add monitoring / Improve backup systems / Adjust deployment process]
• Reviewing our incident response time and communication process

Because this outage affected your work, we’ve added [X days] of free service credit to your account. You can see this reflected in your billing dashboard.

If you’d like more technical detail, we’ll be publishing a short incident report here: [Status Page Link].

Thank you for your patience and for holding us to a high standard.

Sincerely,
[Your Name]
[Your Role]

Why this works:

• Explains the issue in human language, not jargon.
• Offers a tangible apology (service credit).
• Points to a public status page, which builds trust.

In 2024–2025, customers expect transparency. Real examples of responding to customer complaints about outages almost always include a status page or postmortem link.

7. Misleading marketing or expectations gap

Customer complaint (summary):

“Your ad made it sound like I’d get [specific feature or result], but the product doesn’t actually do that. I feel misled.”

Email response example:

Subject: Let’s clear this up and make it right

Hi [First Name],

Thank you for sharing this. I’m sorry our marketing gave you a different impression of what [product/service] could do. That’s on us, and I appreciate you pointing it out.

You’re right that [specific feature or result] isn’t currently included. Our intention with that wording was to highlight [what you can do], but I can see how it came across differently.

Here’s what I can offer you now:

• A full refund if the product doesn’t meet your needs, or
• A [discount / upgrade / additional support] if you’d like to keep using it

I’m also flagging this ad copy for our marketing team today so we can adjust the language and avoid the same confusion for others.

Please let me know which option works better for you, and I’ll take care of it right away.

Best regards,
[Your Name]

Why this works:

• Acknowledges the gap between expectation and reality.
• Avoids arguing with the customer about what the ad “really” meant.
• Shows a concrete internal fix (updating marketing copy).

This is a good example of responding to customer complaints when the issue is expectations, not just product performance.

8. Complaint about company values or social responsibility

Customer complaint (summary):

“I’m disappointed to see your company working with [partner] / not taking a stand on [issue]. I’m reconsidering my support.”

Email response example:

Subject: Thank you for sharing your concerns

Hi [First Name],

Thank you for taking the time to write such a thoughtful message. I’m sorry that our recent decision about [partner/issue] has made you reconsider your relationship with us. We never want our customers to feel that their values are being ignored.

Our current approach is to [brief explanation of policy or decision]. You can read more about how we make these decisions here: [Link to public policy, blog, or report].

That said, your feedback matters. I’ve shared your email with our leadership team, and we’re collecting input from customers and employees as we review this area over the coming months.

I understand if you decide we’re not the right fit for you anymore, but I truly appreciate that you cared enough to speak up instead of just walking away.

Sincerely,
[Your Name]
[Your Role]

Why this works:

• Treats the complaint as thoughtful, not hostile.
• Offers transparency without making promises you can’t keep.
• Recognizes that sometimes the outcome is respectful disagreement.

In 2024–2025, more complaints touch on ethics, sustainability, and social issues. Real examples of responding to customer complaints in this area need nuance and honesty.

Simple structure behind the best examples of responding to customer complaints

If you look at all these examples of responding to customer complaints, you’ll see the same simple structure underneath:

1. Acknowledge and validate

   • “You’re right to be frustrated…”
   • “Thank you for telling us what happened…”

2. Apologize clearly

   • “I’m sorry this happened.”
   • “That’s not the experience we want for you.”

3. Explain briefly (if it helps)

   • Keep it short and avoid excuses.
   • Focus on what you’re doing now, not who’s to blame.

4. Offer a concrete fix

   • Refund, replacement, credit, or clear next steps.

5. Show how you’ll prevent a repeat

   • Training, process changes, monitoring, policy updates.

6. Invite continued conversation

   • “Reply to this email and I’ll personally follow up…”

The best examples of responding to customer complaints use this pattern in different ways, but the bones are the same.

2024–2025 trends shaping how you respond to complaints

A few current trends affect how these examples land with customers:

Customers expect fast, human replies

Research from organizations like the U.S. Federal Trade Commission and consumer advocacy groups shows rising complaint volumes as more commerce moves online. People are filing complaints not just with companies, but with regulators when they feel ignored.

That means:

• Speed matters. Even a short “We’re on it” within a few hours helps.
• Tone matters. Scripted, stiff language erodes trust.

Omnichannel, but email still matters

Even with chatbots and social media, customers often want a clear, written record by email—especially for billing, contracts, or serious issues. Many of the best examples of responding to customer complaints start in another channel (like social media) and then move to email for the detailed resolution.

Transparency beats perfection

From data security to product safety, customers want to know what went wrong and what you’re doing about it. Studies from universities such as Harvard University have long highlighted the “service recovery paradox”: sometimes, a well‑handled failure can create more loyalty than if nothing had gone wrong at all.

That only works if your response feels honest and specific—like the real examples included above.

FAQ: quick answers and more examples of responding to customer complaints

Q1: What are some simple examples of responding to customer complaints for a small business?

For a small business, you can keep it short but still follow the same pattern. For instance:

“Hi [Name], I’m sorry your order wasn’t what you expected—that’s on us. I’ve issued a full refund of [$X] and you’ll see it in 3–5 business days. If you’re open to it, I’d love another chance to serve you and I’ve added a [10%] discount to your next order. Thank you for letting me know so I can fix this.”

This kind of example of a response is friendly, personal, and doesn’t hide behind corporate language.

Q2: What’s an example of a bad response to a customer complaint?

A poor response often looks like this:

“Dear Customer, We apologize for any inconvenience. Our policy states that all sales are final. Thank you for your understanding.”

Problems with this example of a reply:

• No acknowledgment of what actually happened.
• Hides behind “policy” instead of thinking about the relationship.
• Sounds cold and copy‑pasted.

Q3: How can I personalize these examples of responding to customer complaints?

Use the customer’s name, reference their specific situation, and avoid generic phrases. Mention details they shared (“your daughter’s birthday party,” “your flight on May 3”) so they know you really read their message. Many of the best examples above do this in the first or second sentence.

Q4: Are refunds always required when responding to complaints?

Not always, but you should always offer something—even if it’s just extra support, an explanation, or a small credit. Consumer guidance from agencies like USA.gov shows that people mainly want to be heard and treated fairly. Money helps, but respect and clarity matter just as much.

Q5: Where can I see more real examples of responding to customer complaints?

You can learn a lot by reading public responses on:

• Company status pages for outages
• Official review responses on platforms like Google or Yelp
• Consumer protection sites where businesses reply to complaints

Compare those real examples to the email templates in this article, and you’ll quickly spot what works—and what doesn’t.

Use these examples of responding to customer complaints as a starting point, not a script. Adjust the tone to fit your brand, be honest about what you can and can’t do, and remember: a thoughtful response today often prevents a much bigger problem tomorrow.