How to Apologize for Bad Customer Experiences (5 Templates) Customer upset? Don't worry. With the right apology, you'll be able win them back and they'll actually trust you more for handling it gracefully.

How to gracefully apologize for a single customer's bad experience

Subject: I'm really sorry about your spa experience

Accept responsibility for the bad customer experience.

Describe the specific steps you're taking to prevent the same issue from happening again.

Put a human face on the company and let the customer contact you if they have any questions.

Download 5 apology templates

Edit template Reset Copy

How to apologize after a widespread issue affects your products

Subject: We're really sorry about the order issues you experienced recently

Briefly describe the issue that happened and sincerely apologize for it.

Describe what your team did or are doing to rectify the issue and how you're preventing this from happening in the future.

Remind your customers the biggest benefit you provide them and what inspired you to create the company.

Put a human face on your company by showing a casual photo of your team.

Download 5 apology templates

Edit template Reset Copy

How to apologize for site downtime and make up for it by offering a discount

Subject: We're sorry about the downtime + $5 off

Acknowledge the issue your customers experienced and apologize for it.

Briefly explain what caused it.

Describe what your team has done to prevent the issue from happening again. Depending on your audience and how severe the issue was, you can use a bit of humor to lighten the mood.

If possible, offer a small discount off their next purchase to apologize for the inconvenience.

Download 5 apology templates

Edit template Reset Copy

How to tactfully reply to someone who ranted about your company

Subject: Re: existing subject line

Directly address the issue they raised and explain to them how your product or service works to clear up any misunderstandings.

If they did not contact customer service first, recommend they do so next time to receive a quicker response. This subtly encourages others who may be reading the exchange to reach out to support first before saying something on a public forum.

Thank them for their feedback to show that you and your company can take criticism well and learn from it.

Download 5 apology templates

Edit template Reset Copy

How to proactively ask customers who had good experiences to leave reviews

Subject: What do you think of us?

Enumerate the results that your product or service helped your customer achieve.

Politely ask them for a review.

Explain what impact their review makes to motivate them to leave one.

Download 5 apology templates

Edit template Reset Copy
Last updated:
Tired of worrying about how to find new clients? A lot of methods take a long time to pay off: network, set up your ads, compete on job boards, polish your website, wait for leads. There's something you can do today to proactively put yourself in front of your ideal clients and get hired. Learn more
Apology no no's #1: discouraging customers from leaving negative reviews

Union Street Guest House: "There will be a $500 fine that will be deducted from your deposit for every negative review of USGH."

What happens when you try to penalize customers for exercising their freedom of speech? Customer poses as Adolf Hitler to leave bad review

Apology no no's #2: not accepting responsibility and downplaying and/or euphemizing the situation
United Airlines CEO re-accommodating 'apology' for dragging passenger

You and I may call dragging someone down an airplane assault and battery. United Airlines CEO calls it "re-accommodating" customers.

Your negative customer experience probably (hopefully!) doesn't involve someone getting concussed and injured but the important takeaway is: take responsibility unless you are sure the customer fabricated or misunderstood what happened.

How a graceful apology to a negative review can win a customer back and actually improve your reputation
In this study, customers were much more likely to withdraw negative feedback after receiving an apology

Most companies aren't as clueless as a certain hotel who tried to fine their customers for leaving bad reviews. However, by relying on the outdated 'say sorry, offer refund, move on' approach, you also miss a great opportunity to strengthen your relationship with your customers. A great apology not only addresses the issue(s) the customer raised but also gently reminds people what inspired you to create your product and how you hope it can help people.

More proven templates