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How to write a customer apology letter: 25 templates + examples

An effective customer apology can prevent customer churn and even build customer loyalty. Get our free customer apology letter templates now.

Por Hannah Wren, Staff writer

Última actualización el March 27, 2024

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So, you messed up. Whether you had an off day and delivered a subpar customer experience (CX), the product didn’t ship on time, or a billing error occurred, a sincere apology can be the olive branch that jump-starts customer loyalty. You don’t need to overthink it—we’ve got you covered with 25 customer apology letter templates so you can swiftly say “I’m sorry” and start delivering a solution.

More in this guide:

How to write a customer apology letter

Writing an effective apology letter involves a balance of customer empathy, timeliness, accountability, and actionable solutions. Each situation is unique, so it’s important to tailor your apology to the specific circumstances and customer needs. Here are some dos and don’ts to consider while creating a customer apology letter.

This list depicts a list of tips for writing a customer apology letter.

What to do in a customer apology letter

Follow these tips to craft the right messaging for your customer apology letter.

What not to do in a customer apology letter

Knowing what to do in a customer apology letter is only half the battle—it’s just as important to understand what you shouldn’t do. Here are key elements to avoid in your customer apology letter so you can continue building customer relations.

25 customer apology letter templates and examples

Download 25 customer apology letter templates

Start smoothing things over sooner with our free customer apology letter templates. Get all 25 templates and customize them to each unique situation for that extra personal touch.

Finding the right words to apologize doesn’t need to be difficult—let us help. Download all 25 free customer apology email templates to remedy any situation and satisfy your customers.

1. Personal apology letter

Writing a personal apology letter to a customer is an opportunity to connect one-on-one. A tailored apology that demonstrates genuine concern and accountability will foster a sense of empathy and understanding.

Subject: My sincere apology

Dear [Customer‘s Name],

I hope this letter finds you well. I am writing to offer my deepest apologies for [briefly describe the issue or reason why an apology is needed].

I deeply regret [describe what you did] and understand the impact it has had on you. I value our [relationship/connection] and am committed to making things right.

Here’s what I’m doing to ensure [scenario] doesn’t happen again:

  • [Add what you’re doing to ensure the negative scenario doesn’t happen again.]
  • [Add what you’re doing to ensure the negative scenario doesn’t happen again.]
  • [Add what you’re doing to ensure the negative scenario doesn’t happen again.]

Thank you for your understanding and for allowing me to make things right.

Sincerely,

[Your Name]

2. Mass apology letter

Crafting a mass apology letter is vital to address widespread issues affecting multiple customers. It shows a business’s transparency, accountability, and dedication to resolving concerns on a larger scale.

Subject: We’re sorry for [briefly describe the incident or issue]

Dear [Customer group or Organization Name],

I hope this message finds you well. We at [Company Name] apologize for any inconvenience or disappointment caused by [briefly describe the incident or issue that affected a large group of customers or individuals].

We deeply value our [customers or stakeholders] and aim to provide the highest standards of [service/product/quality]. Unfortunately, we recently encountered a situation that did not align with our commitment to excellence.

We understand the impact this incident may have had on you and assure you that resolving this matter and regaining your trust are our top priorities. We are actively taking these steps to prevent similar occurrences in the future:

  • [Add what you’re doing to ensure the negative scenario doesn’t happen again.]
  • [Add what you’re doing to ensure the negative scenario doesn’t happen again.]
  • [Add what you’re doing to ensure the negative scenario doesn’t happen again.]

To help make things right, we are offering [coupon/discount code/etc]. Additionally, our team is available to address any questions or concerns you may have regarding this matter. Please reach out to us at [your contact information].

Thank you for your patience and for allowing us to improve and serve you better in the future.

Sincerely,
[Your Name]
[Your Position]
[Company Name]
[Contact information]

3. Angry or dissatisfied customer apology letter

When dealing with an angry customer, it’s important to draft an apology letter quickly. It provides an opportunity to defuse tensions, rebuild trust, and showcase a commitment to rectifying the situation. It can even convert an unhappy customer into a joyful one, preserving the relationship.

Subject: A sincere apology from [Company Name]

Dear [Customer’s Name],

We’re writing to express our deepest apologies for the dissatisfaction and frustration you experienced during your recent interaction.

Your satisfaction means everything to us, and we’re sorry your experience did not meet your expectations. We would love the opportunity to make things right, so we are offering [what you’re offering].

We value your feedback, as it helps us identify areas for improvement. We invite you to contact us directly at [your contact information] to discuss your concerns or offer additional insights to help us rectify the situation.

Thank you for your continued support and trust in [Company Name]. We hope to have the opportunity to address your concerns and provide you with a better experience in the future.

Sincerely,
[Your Name]
[Your Position]
[Company Name]
[Contact information]

4. Apology letter for poor customer service

Addressing bad customer service through an apology letter is crucial, as it acknowledges the customer’s dissatisfaction, demonstrates accountability, and signifies the company’s commitment to delivering exceptional customer service experiences consistently. This type of apology letter aims to regain the customer’s trust and loyalty.

Subject: We’re sorry your recent service experience fell short

Dear [Customer’s Name],

We’re disappointed to hear you recently had a poor customer service experience, and we would like to offer our deepest apologies. Your satisfaction and patronage are important to us, and we regret failing to deliver our best. We’re taking immediate steps to address this issue, including [briefly mention steps being taken].

As a gesture of our commitment to your satisfaction, we’d like to offer [compensation or discount]. Please reach out to our customer service team at [contact information] if you need further assistance.

We value your feedback and seek to improve our service standards so we can provide you with better experiences in the future.

Sincerely,
[Your Name]
[Your Position]
[Company Name]
[Contact information]

5. Apology letter for communication errors

When there’s a communication error, apologizing quickly can re-establish customer trust. Whether it was a human error or a glitch with the communication channel, identifying the issue and being transparent with customers can get you back into their good graces.

Subject: We’re sorry about our communication error

Dear [Customer’s Name],

I want to offer my apologies for the communication issue that happened on [date] regarding [issue]. We’re actively working to resolve this issue and will update you ASAP about the measures we’re implementing to prevent it from happening again. As a gesture of goodwill, we’re offering [a resolution/a discount/etc.].

If you have further questions or comments, please contact our customer service team at [contact information] for assistance. Your understanding and support are appreciated as we improve our communication standards.

Sincerely,
[Your Name]
[Your Position]
[Company Name]
[Contact information]

6. Apology letter for billing or pricing errors

Addressing billing or pricing errors via an apology letter allows you to acknowledge the mistake, assure rectification, and maintain transparency. It also underscores the company’s commitment to fair and accurate billing, helping to retain customer confidence.

Subject: Apology for [billing or pricing] error

Dear [Customer’s Name],

I apologize for the recent [billing or pricing] error in your transaction at [Company Name]. Ensuring accuracy and transparency is our priority, and I am sorry for any inconvenience caused.

We’re actively addressing this issue and [offer resolution/a refund/etc.]. For assistance, contact me directly at [contact information].

Thank you for your understanding and continued support as we improve our processes.

Sincerely,
[Your Name]
[Your Position]
[Company Name]
[Contact information]

7. Apology letter for defective products

An apology for defective products demonstrates responsibility, empathy, and a commitment to product quality. It also shows the company’s ability to address issues promptly, which can help regain customer satisfaction and trust.

Subject: We’re sorry

Dear [Customer’s Name],

I am writing to extend my apologies for the inconvenience caused by the defective product you received from [Company Name]. We take pride in delivering high-quality products, and it is disheartening to learn that the product you received did not meet our gold standard of excellence.

Your satisfaction is our top priority, and we are committed to rectifying this issue promptly. To make amends for the inconvenience caused, we are [offering a replacement for the defective product/providing a full refund/including a gift card for your next purchase, etc.]. Additionally, we assure you that we have taken immediate steps to investigate the issue and prevent similar occurrences in the future.

Your patience and understanding are highly appreciated as we work diligently to resolve this matter for you. Thank you for your continued support, and we look forward to serving you better in the future.

Sincerely,
[Your Name]
[Your Position]
[Company Name]
[Contact information]

8. Apology letter from manager for escalated issue

A manager’s apology for an escalated issue shows ownership of the issue and conveys customer care. It aims to restore confidence in the company’s management and demonstrates reliability, personalized support, and accountability.

Subject: Let us make it up to you

Dear [Customer’s Name],

I hope this letter finds you well. I am writing to offer my sincerest apologies for the unsatisfactory experience you encountered with [Company Name].

As the [Position/Managerial Title] at [Company Name], I take full responsibility for ensuring a positive and seamless experience for every customer. It is distressing to learn that your recent interaction with us resulted in dissatisfaction and frustration.

Your experience does not align with our high service standards. To help make it up to you, we are [offering compensation/a discount on your next purchase/free shipping on your next order].

If you want to discuss this matter further or provide additional feedback, please contact me directly at [contact information]. We’d love to hear from you. Thank you for your patience and for allowing us the chance to rectify this situation. We are committed to serving you better in the future.

Sincerely,
[Your Name]
[Your Position]
[Company Name]
[Contact information]

9. Late or delayed delivery apology letter

Addressing a late or delayed delivery via a professional apology letter shows accountability and empathy for the inconvenience caused. Businesses can also emphasize their efforts to improve delivery processes and timelines to regain customer satisfaction.

Subject: We’re sorry your delivery was late

Dear [Customer’s Name],

I hope this message finds you well. I am reaching out to apologize for the delay in the delivery of your recent order from [Company Name].

At [Company Name], we understand the importance of timely and dependable deliveries. That’s why I am disappointed to say that [circumstances that led to the delay, such as logistical issues, high demand, etc.] have led to the unexpected delay.

Please accept our heartfelt apologies for any inconvenience or disappointment this delay may have caused. We understand the impact of this delay on your plans and assure you that we are taking immediate steps to expedite the delivery process and prevent similar occurrences in the future.

To express our commitment to your satisfaction, we are [offering compensation/a discount on your next purchase/free shipping on your next order, etc.]. Additionally, we are closely monitoring your order status and will provide regular updates until it reaches you.

If you want to discuss this matter further or provide additional feedback, please contact me directly at [contact information]. We’d love to hear from you. Thank you for your patience and for giving us the chance to rectify this situation. We are committed to serving you better in the future.

Sincerely,
[Your Name]
[Your Position]
[Company Name]
[Contact information]

10. Apology letter for ineffectively handling complaints

A formal apology for mishandling complaints acknowledges the oversight and demonstrates a willingness to learn from mistakes. As a result, it helps to rebuild customer trust. Businesses can also use customer complaint software to process negative feedback and improve resolution procedures in the future.

Subject: We’ll do better

Dear [Customer’s Name],

We’d like to apologize for how we handled [recent interaction/complaint]. At [Company Name], we value each customer interaction and regret your recent complaint did not receive the attention and resolution it deserved.

We are very sorry for any frustration or inconvenience caused by our team. Your concerns are important to us and we want to address them promptly and effectively. We are taking immediate steps to fix this situation to ensure that we do better in the future.

To make it up to you, we are offering [a personalized resolution/compensation/gift card/discount, etc.]. Additionally, we are implementing further training and protocols to improve how we handle complaints.

Thank you for your understanding and for allowing us to address this matter. We genuinely appreciate your continued support and hope to regain your confidence in our services.

Sincerely,
[Your name]
[Your position]
[Company name]
[Contact information]

11. Apology letter for service outages or downtime

Addressing service outages or downtime through an apology letter demonstrates accountability, expresses regret for the inconvenience caused, and reassures customers of efforts to prevent future disruptions. It can help to restore confidence in the reliability of services.

Subject: We’re sorry for the recent [outage/downtime]

Dear [Customer’s Name],

I am writing to extend my apologies for the recent service outage/downtime that affected your [service/product].

At [Company Name], we understand the importance of reliable and uninterrupted service and deeply regret any inconvenience the disruption may have caused you. We recognize the frustration and impact of service downtime on your operations or experience.

Unfortunately, due to [briefly explain the cause of the outage, if known, such as technical issues, maintenance, etc.], our services experienced an unexpected interruption. We are taking immediate steps to prevent such occurrences in the future.

As a gesture of our commitment to your satisfaction, we are [offering compensation/an extension of services/a discount on your next subscription, etc.]. Additionally, our technical team is diligently working to restore full functionality and enhance the reliability of our services.

Your patience and understanding are greatly appreciated. Should you have any further concerns or questions, please contact our support team at [contact information].

Thank you, and we look forward to serving you better in the future.

Sincerely,
[Your Name]
[Your Position]
[Company Name]
[Contact information]

12. Apology letter for issues with refunds or returns

Sending an apology for issues with refunds or returns allows teams to acknowledge customer frustration, reassure the customer of a prompt resolution, and communicate improvements to the refund and return processes. The goal is to regain customer trust in the company.

Subject: We’re sorry for the [delay/issues] with your [refund/return]

Dear [Customer’s Name],

I hope this letter finds you well. I am writing to apologize for the inconvenience and frustration you have experienced regarding the [delay/issues] with your [refund/return] process at [Company Name].

Your satisfaction is our top priority, and we are actively working to resolve the situation. We have taken immediate steps to expedite the processing of your [refund/return] and ensure that we rectify such [delay/issue] promptly.

To make up for the inconvenience, we are offering [add the offer, such as a gift card or discount on your next purchase, etc.].

Should you have any further questions, require updates, or need assistance, please contact our dedicated customer service team at [contact information]. We highly value your feedback and appreciate your patience as we work to resolve this matter.

Sincerely,
[Your name]
[Your position]
[Company name]
[Contact information]

13. Apology letter for out-of-stock items

Apologizing for out-of-stock items provides an opportunity to show an understanding of customer inconvenience, offer alternative solutions or compensation, and emphasize measures to minimize stock issues in the future. It can help businesses retain customer satisfaction despite stock shortages.

Subject: We’re sorry your item is out of stock

Dear [Customer’s Name],

I am writing to extend my sincere apologies for the inconvenience caused due to the unavailability of the [specific item(s)] that you recently attempted to purchase from [Company Name].

We understand the frustration and disappointment that can arise when an item is unexpectedly out of stock. At [Company Name], we strive to keep inventory on hand to fulfill every customer’s order on time. However, due to circumstances out of our control, the [item(s)] is temporarily out of stock.

To express our commitment to your satisfaction, we are offering [an alternative or similar product/ a rain check, etc.]. Additionally, we assure you that we are taking proactive measures to prevent similar occurrences in the future. Should you have any further questions or concerns, please contact our customer success team at [contact information].

Thank you for your continued support. We look forward to serving you better in the future.

Sincerely,
[Your Name]
[Your Position]
[Company Name]
[Contact information]

14. Apology letter for negative interactions with employees

An apology for a negative interaction with an employee conveys genuine regret, assures action to address concerns, and underscores the company’s commitment to courteous and respectful customer interactions. It is critical to rebuilding customer trust and loyalty.

Subject: We’re sorry about your recent experience

Dear [Customer’s Name],

I am writing to express my deepest apologies for the unfortunate negative interaction you experienced with one of our employees on [date] via [communication channel].

At [Company Name], we prioritize providing exceptional service and creating positive experiences for our valued customers. It deeply concerns us to learn that your interaction with our employee did not meet the standards of courtesy and professionalism we strive to maintain.

We assure you that your experience does not align with our expectations or reflect our commitment to providing excellent service. We have taken immediate steps to investigate the incident and have initiated additional training and coaching for our team members to prevent such occurrences in the future.

To regain your trust and ensure your continued satisfaction, we would like to offer [a discount on your next purchase/free service/a gesture of goodwill, etc.]. Should you wish to discuss this matter further or provide any additional feedback, please do not hesitate to contact us directly at [contact information].

Thank you for your understanding and continued support.

Sincerely,
[Your name]
[Your position]
[Company name]
[Contact information]

15. Apology letter for canceled service or appointment

Addressing a canceled service or appointment in an apology letter allows businesses to acknowledge the inconvenience caused, provide alternative solutions, and emphasize efforts to minimize cancellations in the future. It aims to preserve customer satisfaction and loyalty.

Subject: Sorry we had to cancel your [service/appointment] on [date]

Dear [Customer’s Name],

I am writing to extend my deepest apologies for the unexpected cancellation of your [service/appointment] scheduled for [date].

We understand the value of your time and regret any inconvenience this cancellation may have caused you. .

[Optional: Briefly explain the reason for the cancellation, but avoid going into excessive detail unless necessary. For instance, you might mention unforeseen circumstances, logistical challenges, or other relevant reasons.]

Our commitment to delivering exceptional service remains unwavering. We are taking immediate steps to address this situation, including [provide details of the proposed solution or action you’re taking to make amends.]

If you have any concerns or require assistance, please do not hesitate to contact us at [contact information].

We appreciate your understanding and support and look forward to serving you better in the future.

Sincerely,
[Your Name]
[Your Position]
[Company Name]
[Contact information]

16. Apology letter for customer inconvenience

This apology letter allows businesses to address a situation where customers experienced an inconvenience regarding products, services, or interactions with the support team. To maintain customer satisfaction, you should reiterate your commitment to delivering seamless experiences and extend an offer or discount to make up for the inconvenience.

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17. Apology letter to address mistakes

This letter acknowledges errors made by the company and outlines corrective actions. It’s all about transparency, accepting responsibility, and reassuring customers that changes are being made to prevent similar mistakes in the future.

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18. Apology letter for unresolved issues

In cases where customer issues remain unresolved, this letter conveys sincere regret and details immediate actions the company is taking to address and resolve the outstanding concerns. This is crucial for repairing the relationship and retaining customers.

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19. Apology letter for recurring issues

Addressing situations where problems persist, this letter gives teams the opportunity to apologize for the recurring issues and outline strategic measures to prevent them from continuing. It can go a long way toward preventing customer churn.

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20. Apology letter for security issues

In instances involving security concerns, this letter communicates sincere remorse for any potential risk or inconvenience caused. It outlines the immediate steps being taken to enhance security measures and reassures customers of the company’s commitment to keeping their information safe. This can help restore customer trust.

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21. Apology letter for unmet product or service expectations

This letter acknowledges shortcomings in delivering the expected product or service and expresses genuine regret. It also outlines measures the business will take to enhance quality. It focuses on re-establishing customer confidence and satisfaction.

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22. Apology letter for providing incorrect information

This letter acknowledges the company’s mistake and offers an apology for any confusion or inconvenience resulting from the inaccurate information provided. It conveys the importance of accurate communication, accepts responsibility for the error, and outlines preventative measures.

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23. Apology letter from the CEO or ownership

This letter allows the company CEO or owner to express their sincere apologies for an incident, conveying a personal commitment to resolving the issue. It aims to reassure customers of the company’s dedication to customer satisfaction and continuous improvement.

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24. Apology letter for undelivered email

Write this type of letter to apologize for any inconvenience caused by the non-delivery of an important email. It expresses regret for the communication lapse, assures immediate attention to the issue, and outlines steps taken to ensure the timely and reliable delivery of future communications. It can help restore trust with the valued recipient.

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25. Apology letter follow-up

Sending a follow-up email after an apology demonstrates continued concern, communicates resolution progress, and invites further feedback or assistance. The goal is to reaffirm the company’s commitment to rectifying the issue and maintaining an open line of communication.

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Frequently asked questions

Simplify saying you’re sorry

These customer apology letters are just a few examples of effective responses to customer complaints that can help flip the situation from bad to good. Use our templates (or any of our other customer service email templates or call center script templates) for fast, sincere replies to make things right and improve the customer experience. The templates will also save your support team time so they can focus on assisting customers and providing timely resolutions, resulting in increased customer satisfaction scores (CSAT) instead of more apologies.

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