1. HOW TO WRITE CUSTOMER
SERVICE EMAILS?
Rik Bhattacharjee
MBA (Indian Institute of Tourism & Travel Management – International Business)
Presently placed at Tata Consultancy Services, Kolkata, India
Formerly working with GPW, Houston, USA and Concentrix IBM, Gurgaon, India

2. •Customer care involves putting systems in place to maximize your
customers' satisfaction with your business.
•It is the prime consideration for every business and profitability depends
on keeping the customers happy.
•Don't neglect the importance of customer care in other areas of your
business. For instance, your warehousing and shipping departments may
have minimal contact with your customers - but their performance when
fulfilling orders has a major impact on customers' satisfaction with your
business.
WHAT IS CUSTOMER CARE?

3. •how well your product or service matches customer needs
•the value for money
•efficiency and reliability in fulfilling orders
•the professionalism, friendliness and expertise of the employees
•how well you keep your customers informed
•the after-sales service you provide
FACTORS CONTRIBUTING
CUSTOMER SATISFACTION

4. UNDERSTAND YOUR CUSTOMERS
•Once you have identified your most valuable customers or best potential
customers, you can target your highest levels of customer care towards
them.
•Another approach, particularly in the consumer market, is the obligation
to treat all consumers to the highest standard.

5. Information about your customers and what they want is available
from many sources, including:
•order history of the customers
•records of their contacts with your business (calls, emails, letters etc)
•direct feedback (if you ask them, customers will usually tell you what
they want)
•deviation individual customers' order patterns
•feedback about your existing range
•feedback from your customers about things they buy from other
businesses
•changes in the goods and services your competitors are selling

6. When Customer Attacks

7. A Customer Asking for a Discount
Why this works: It’s empathetic (we know how they feel), personal (we
include information about them and their account) and still delivers value
(the consultation we’re offering increases the perceived value of
Groove).

8. A Feature Request You’re Not Going to Build
Why this works: It’s personal (we took the time to read the idea, and our
response makes that clear), it’s positive, and it still delivers value to the
customer.

9. An Angry Customer
Customer service trainer Robert Bacal, in his Defusing Hostile Customers Workbook,
outlines a simple system called CARP for dealing with angry customers:
CARP stands for:
Control
Acknowledge
Refocus
Problem-Solve
The first step is to be in control of the situation. That means not letting your customer’s
anger influence your own behavior. That is, don’t get angry back.
The next step is to acknowledge your customer’s feelings. Be empathetic and make it
clear that you understand that they’re upset.
Third, refocus the conversation on what’s most important: the actual problem at hand.
And finally, problem-solve: work to find a resolution to the customer’s complaint.
Robert Bacal (twitter.com/rbacal) Author, Trainer, customer service, management, performance appraisal, leadership, difficult customers

10. The CARP System
Why this works: It follows the CARP system
of control, acknowledge, refocus and problem-solve, and helps the
customer feel better by knowing that their problem is being taken very
seriously.

11. Your Product Is Broken/Down

12. Why this works: It was informative (it included all of the details we knew
at that time, with no obfuscation), empathetic (we were clear that
we knew how terrible this was for our customers, apologetic and personal
(including Alex’s email address and the promise of a follow-up).
Note: just as important as saying the right thing in this situation is
making sure you keep updating your customers regularly until a
conclusion is reached. You hate being kept in the dark, and your
customers do, too.

13. Customer Service Email Examples for Replying
Angry Customers

14. Dear Esteemed Customer,
Thanks for your email to notify us of the difficulties you have been experiencing with
our mall recently.
We are very sorry for such destabilizing encounters you have been faced with. One of
our strengths is the way we respond to our customers promptly. Therefore, your recent
experience is unjustifiable.
I have discussed with our Sales Director at the Hill Stone Mall, and he has been
directed by me to make a complete refund and make a 10% discount on your
next purchase. I want to use this opportunity to tell you that I am sorry for the
difficulties you have encountered as a result of this problem. It is obvious from this
incidence that our assistant sales personnel require adequate training for effective
delivery.
Thank you for your understanding. For any other question or request for assistance,
you can call me directly on +2348157479837.
Best regards,
Ronald Johnson
Customer Service Manager
Dissatisfied Purchase Experience

15. Dear Mrs. Johnson,
I am very sorry about the difficulty you encountered recently before receiving your last
order from us. I understand that those products were required for urgent purposes.
Despite our effort to deliver your order on time using Skynet Express Delivery Service,
it’s quite unfortunate that we didn’t meet up with the time allotted for the delivery of
those products.
We are very sorry for truncating your plans for these products, and we will do our best
to ensure this never happens again. Already, we are discussing with other express
courier services to ensure our customers get their orders in time.
We promise to impress you when you make your next order. If you have any other
question or need further assistance from me, please feel free to call me directly on
+2348157479837.
Sincerely
Arnold Phillip
Delay of Customer Delivery

16. Dear Mr. George,
I agree with you that the latest Woculus Reader’s Journal which you ordered got to you
but has some missing pages. Despite this publication mishap, you read the journal and
kept it with you for at least two weeks.
I am sorry for this printing error on the copy of Woculus Readers’ Journal you
purchased. However, I can neither receive the return nor refund you as you demanded.
This is because of our company’s policy. We make refunds only for orders whose
complaints are received within two weeks of purchase.
We greatly esteem your relationship with our company and are very sorry for the
inconveniences you have suffered as a result of the printing errors in the Journals you
received from us. It is unfortunate that we cannot exchange the Journal at this time due
to our policies and the time it has spent with you.
We promise to offer you the best services possible always. Please accept our apologies
and feel free to call me anytime on +2348157479837.
Cordially
Tina Bash
Sales Director
Dissatisfied With Purchased Journal

17. Dear Ms. Edna,
Thank you for taking time out of your busy schedule to write us and express your
grievances on how our products and services do not meet up with your expectations.
At Growers United, our greatest desire is to ensure our customers are satisfied at all
levels and find the most suitable way to fix their problems without delay.
We will call you in few days to inform you on the methods we have adopted in resolving
the issues you have encountered with our products and services recently. Furthermore,
we will assess your complaints to deduct measures we can adopt to prevent issues of
this nature in subsequent times.
Please accept our sincere apology for the difficulties we have caused you. Our
aspiration is to keep you as one of our most valued customers, and we hope to serve
you better in subsequent times.
Thank you for your patronage.
Sincerely
Barney Phillip
Sales Manager
Dissatisfied Purchased Experience

18. Dear Mr. Maxwell,
Thank you for your email.
First, I would like to apologize for the troubles and frustration that you experienced
lately. I want you to know that your complaint and feedback will give us the chance to
resolve any problem that may occur and assist us in making our services better.
We also observe some crucial information in your complaint concerning our products
and services as well as the degree of our services.
To help us transfer your complaint to the branch concerned, we would be grateful if you
could provide us with vital information by filling the form attached to this email.
Once again, we are sorry for the inconveniences we have caused you and we hope to
offer you better services in future.
For any questions or further assistance, feel free to call us on +2348157479837.
Best regards
Ann Richardson
Customer Service Director
Dissatisfied Customer Experience

19. Six Phrases That Work for Excellent Customer
Service
1) “I Don’t Know, but I’ll Find Out for You.”
In a 2011 customer service survey, American Express asked respondents which common
customer service phrases annoyed them most.
The winner?
Good customer service isn’t always about knowing the right answer. Often, it’s
about finding the right answer so that your customer doesn’t have to.

20. Six Phrases That Work for Excellent Customer
Service
2) “I’d Be Frustrated Too.”
That’s why it’s critical to not just have empathy, but to convey it to your customer.

21. Six Phrases That Work for Excellent Customer
Service
3) “I’d Be Happy to Help You With This.”
Simply by using positive words, you can make your customers (and yourself) feel more
positive.
In a world where 95% of customers have taken action (e.g. abandoned a business or
complained about it to others) because of a negative customer experience, a simple
tactic like adding more positive power words to your support interactions can make a
big difference.
So when a customer emails you about an issue that they’re having, instead of
responding with “I’ll look into this for you,” tell them that you’d be happy to help.

22. Six Phrases That Work for Excellent Customer
Service
4) “I’ll Send You an Update by [Day or Time].”
If a customer sends an email “checking in” on the status of their support request, we
consider that a failure on our part.
The two things that we do to avoid check-ins are:
•Make sure that we proactively keep the customer posted as often as possible (at least
once per day).
•Let the customer know exactly when they should expect to hear from us.
While you can’t always promise a solution by a given time, you can always promise an
update. Delivering on that promise doesn’t just keep the customer informed about the
status of their request, but it’s another opportunity to build trust.

23. Six Phrases That Work for Excellent Customer
Service
5) “I Really Appreciate You Letting Us Know.”
According to a survey by Lee Resources International, for every customer who
complains, there are 26 customers who don’t say anything.
Each customer complaint could mean that dozens of other customers are having the
same problem and not letting you know.
That means that resolving the problem for a single customer could make dozens of other
customers happier at the same time.
That’s a huge opportunity. And a huge gift from the customer who decided to email you
about it.

24. Six Phrases That Work for Excellent Customer
Service
6) “Is There Anything Else I Can Help You With?”
Despite our best efforts and intentions, we don’t always get it right.
In fact, one survey suggests that although 94% of online retailers provide email
customer service, 27% of email inquiries are answered incorrectly.
While I suspect that most of you reading this blog average much better than that, the
fact remains that there are times that our answers don’t end up being helpful. The
problem is that research shows us that most people won’t speak up about problems. So
if your reply isn’t helpful, some customers won’t proactively ask you to clarify or help
any further.
That’s what makes this one of the most helpful customer service phrases you can use. By
leaving the door open and inviting the customer to respond, you’ll give them a chance
to let you know if anything remains unresolved.

25. Tips for Better Customer Service Emails
Use Your Customer’s Name Use the ELI5 Technique
Introduce Yourself Link to Longer Instructions
Thank Them for Their Gift Casual vs. Formal Tone
Should You Deliver the Good or Bad News
First?
Replace Negative Words With Positive
Ones
Use Canned Replies Correctly Promise a Result

26. Empathy Statements and Phrases That Show
Customers You Care
Make the Customer Feel Valued
1. I see you’ve been with [Company Name] for X years. That’s a long
time!
2. I appreciate your patience.
3. Thank you for remaining so positive.
4. Your business means a lot to us.
5. I want to thank you for taking the time to speak with me today.

27. Empathy Statements and Phrases That Show
Customers You Care
Put Yourself in Their Shoes
1. If I were in your position, I would feel the same way.
2. That would frustrate me, too.
3. I would be asking the same questions as you are.
4. You are totally right.
5. I would come to the same conclusion.

28. Empathy Statements and Phrases That Show
Customers You Care
Suggest and Offer
1. Personally, I would recommend you to…
2. Would you like to try our new X?
3. You can consider X.
4. You might find X helpful.
5. I think you’ll find it’s much easier if you do X.

30. Do say:
Hi, my name is X. May I ask your
name?
Great to meet you, Y. How can I
assist you today?
How can I help you?
What can I help you with today?
Don’t say:
What is wrong?
Are you unsatisfied?
Are you confused?
What’s your problem?
Establish a Good Rapport

31. For example, if a customer says something vague like: I want to receive my package.
Can you make it get here faster?
Try responding with:
I am sorry if you are having trouble with your package. Just to clarify, are you
experiencing a delay?
Correct me if I’m wrong, but are you saying that your package should have arrived by
now?
Do not respond with:
So what I’m hearing is that there is a
problem with the shipping.
Are you saying that we failed to deliver on
time?
I’m sorry, I don’t understand you.
No, I cannot make the package come
faster. That’s not my job.
Repeat after Them

32. Pepper with Positive Words
Use positive, affirmative words to
describe:
•Definitely
•Surely
•Absolutely
•Gladly
•Certainly
•Fantastic
•Great
•Good
•Will
•Assure
•Understand
I completely understand…
I do know where you are
coming from…
I assure you, we will…
I’m so glad to be of help…

33. Eliminate Negative Words
Consider how you would feel if
someone said the following to you:
That sucks so badly.
You don’t deserve that!
That is terrible!
We are sorry for giving you bad
service!
It must be awful to be you right
now.
Avoid intensely negative
words like:
Awful
Sucks
Terrible
Bad
No
Never
Dumb
Rude

34. Communicating Confidence
To assuage or calm a customer:
Rest assured that this will be…
I assure you…
I understand where you’re coming
from.
To prevent doubt when you don’t
know:
One moment please.
Let me find that out for you.
Let me forward you to our X
specialist.
To express professionalism:
Thank you for bringing that to our
consideration.
We’re very happy to…
On behalf of our company, I would
like to say thank you for your
patience.

36. You can’t honor the same request for all customers. If a customer asks
for a perk or discount that you can’t honor for other customers, then it’s
best to say no. You don’t want the news getting around that your
company practices aren’t fair.
The customer threatened your physical or emotional safety. While you
may be a pro at dealing with angry customers, it isn’t good to positively
respond to any sort of threat as it will reinforce this terrible behavior.
They ask for something that goes against company policy. Sometimes
customers want discounts or free products that you aren’t licensed to give
them. Don’t “break the rules just this once.”
When to tell a customer no?

37. Use the Power of a Positive No
Express your yes. There’s a reason you’re saying no, and that’s because
you’re saying yes to something else. Understand your company’s
mission statement and express to your customers your commitment to
core values. In order to keep our service focused on productivity, we do
not offer the SEO widget you requested.
Assert your no. Your no is what you simply can’t deliver or promise the
customer, no matter how much they want it. We will not be developing
any marketing features in the foreseeable future.
Propose a yes. You want to maintain your relationship with the
customer, and in order to do this it’s best to propose a positive
outcome. Are there any existing features you currently need help with? I
would be glad to show you how to optimize your service for increased
productivity.

38. Empathize with Your Customers

39. I can’t believe you would treat your customers this way! (Denial)
You are absolutely the worst company I have ever worked with. (Anger)
If I don’t get X, how can I face my boss tomorrow? (Anxiety)
You can give me what I want, or I’ll go to the competition. (Bargaining)

40. Look for Relationship-Building Opportunities
Solicit feedback . This shows a customer that you still value what they
have to say, even if it might not be what you want to hear. Consider their
feedback seriously, and always thank them for their time.
Send thoughtful resources. You may feel that you’re too busy to remain
in contact with every customer you have ever denied a request to. But if
you organize email addresses based off of customers and their respective
industries, you can send out relevant articles and resources that you come
across.
Ask customers to contact you. It’s important that you let customers
know you’re a dedicated support specialist even if you said no to their
requests. If possible, you should be the one to continue to provide them
support in the future; this allows you to continue to build upon an
established relationship. Give customers your name and support email
address, and ask them to reach out should they ever need help for any
reason.

41. Good Service is Good Business: American Consumers Willing to
Spend More With Companies That Get Service Right, According
to American Express Survey

42. Service Can Make or Break Brands
•78% of consumers have bailed on a transaction or not made an intended
purchase because of a poor service experience.
•The promise of better customer service is a draw for shoppers: three in
five Americans (59%) would try a new brand or company for a better
service experience.
•Two in five (42%) said companies are helpful but don't do anything
extra to keep their business.
•One in five (22%) think companies take their business for granted.
•Four in five Americans (81%) agree that smaller companies place a
greater emphasis on customer service than large businesses.

43. The Multiplier Effect
•Americans say they tell an average of nine people about good
experiences, and nearly twice as many (16 people) about poor ones --
making every individual service interaction important for businesses.
•Customers who have a fantastic service experience say friendly
representatives (65%) who are ultimately able to solve their concerns
(66%) are most influential.

44. Poor Service Leaves Customers Seeing Red...
•More than half of respondents (56%) admit to having lost their temper
with a customer service professional.
•Consumers age 30-49 are the most frequently angered (61%).
•Young people are more patient, with more than half of those age 18-29
saying they've never lost their temper with a service professional (54%).

45. ...And Once They're Angry, Watch Out!
•Americans who have lost their temper due to a poor service experience
will express their displeasure in a host of ways, including insisting on
speaking to a supervisor (74%) and hanging up the phone (44%).
•Perhaps most unsettling for businesses on the receiving end of customer
anger: two in five Americans have threatened to switch to a competitor
(39%).
•Not everyone keeps it clean when dealing with a frustrating service
situation either. Expletives have crossed the lips of 16% of respondents,
with men more likely to use "choice words" (20%) compared with
women (12%).

46. Common Phrases Are Cringe-worthy
Common Phrase
General Population
Most Annoyed By This
Phrase
Most Irritated Group
"We're unable to answer
your question. Please
call xxx-xxx-xxxx to
speak to a
representative from xxx
team."
27% People age 18-29: 32%
"We're sorry, but we're
experiencing unusually
heavy call volumes. You
can hold or try back at
another time."
27% People age 50+: 34%
"Your call is important
to us. Please continue to 26% People age 50+: 29%

47. 22 13 12 12 11 10 9 9 8 7
0
5
10
15
20
25
Average Percentage More That Consumers
Are Willing to Spend With Companies

48. 86 75 73 68 61 61 57 56 51 37
0
10
20
30
40
50
60
70
80
90
100
Consumers Who Have Lost Their Temper With
Customer Service Professional

49. I appreciate your effort and the time you have taken to go through the
slides. I request you to share your feedback with me at
rik.iittm@gmail.com.