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6 Useful Examples of Apology Letters to Customers

January 19th, 2017 | Isabella Steele | Customer Service | Blog Home
6 Useful Examples of Apology Letters to Customers

According to Ruby Newell-Legner’s book, Understanding Customers, “It takes 12 positive experiences to make up for one unresolved negative experience”. As much as we may try and prevent them, negative experiences are a part of life.

When our customers are unsatisfied with an interaction with or a purchase from our company, the best thing that we can do is apologize to them.

Here are some examples of apology letters for poor service, so that you will know what to do should your business need to respond to a similar situation.

  1. Apologizing for Poor Customer Treatment

    Did your customer waste an excessive amount of time talking to several representatives to solve a seemingly simple issue? Are they upset after an experience with a rude and unhelpful employee or manager?

    Strategic management consulting company, McKinsey, reported that 70% of buying experiences are based on how the customer feels they are being treated. No matter who is in the “right” in a complicated situation, it is important to give the customer a sincere apology.

    Let’s compare two examples of an apology letter to a customer who feels that he or she has been treated unfairly:

    Bad Example:

    Dear Catherine,

    I am very sorry for what happened. It was unacceptable and will never happen again.

    The representative that you spoke with didn’t actually hang up the phone – he told me that he tried to transfer your call but it just must not have gone through. Since the call dropped a second time, you might want to check your phone service provider. We pride ourselves on our service, and would never do something like that.

    Again, I am very sorry for the inconvenience. Please contact customer support for any further concerns you might have – our customer service agents are always very happy to help.


    Ashley W.

    In this example, Ashley was very vague when approaching the customer’s issue. Instead of empathizing with Catherine, she tried to shift the blame to the customer’s phone service provider, and deny the company’s role in Catherine’s bad experience. In the end, Ashley left the issue unresolved, and the customer unsatisfied.

    Let’s have a look at what happens when we try that again:

    Good Example:

    Dear Catherine,

    On behalf of [INSERT COMPANY NAME], I wanted to extend my sincerest apologies for the negative experience that you had with our customer service agent, Peter.

    I understand that he was unhelpful in solving your issue, and that when you asked to speak with a manager, instead of transferring your call to the on-duty manager, he hung up the phone. I understand your frustration at not having been properly directed to a supervisor who could solve your issue, and your even greater frustration at having to wait on hold again in a long call cue, only to have the call drop after 20 minutes of waiting.

    At [INSERT COMPANY NAME], we pride ourselves on giving our 100% every day to ensure that our customers’ needs are being met. I know that we have let you down, and for that I am very sorry.

    We do our best to train each and every one of our representatives on how to properly handle our customers’ issues, and how to direct customer calls to the proper channels should they be unable to solve our customers’ issues themselves.

    Your concern was not handled properly, and we are going to further investigate this situation to ensure that this does not happen again. I am also going to personally make sure that all of our customer service representatives are aware of the proper procedure for transferring calls, and that they ask for a call-back number at the very beginning of the call just in case the call drops.

    I have also added a $20 purchase credit to your account for the inconvenience, which is valid for up until a year from now.

    I would like to thank you for bringing this issue to our attention. We are always looking for ways to improve our service, and your feedback is an invaluable part of that process.

    Should you need help in the future, please do not hesitate to contact me directly, and I will be very happy to assist you.


    Ashley W.
    Customer Service Manager
    +1 (987) 000-1234

    By being specific about what happened and addressing exactly what Catherine’s negative experience was, Ashley came across as more compassionate and understanding. She validated and related to Catherine’s feelings, and showed Catherine the steps that the company would take to ensure that the inconvenience would not happen again. She even gave Catherine her personal contact information so that she could reach her directly in the future. Great job, Ashley!


    • Express your sincerest regret.
    • Be specific about what happened.
    • Validate and relate to the customer’s feelings.
    • Show what steps your company will take to make sure the inconvenience won’t happen again.
    • Give your customer your contact information for extra measure.


    • Be vague.
    • Make excuses or shift blame.
    • Leave the issue unresolved.
  2. Apologizing for a Damaged or Defective Product or Service

    Research by Bain and Company shows that acquiring a new customer is anywhere between five and 25 times more expensive than retaining an existing one.

    When we are approached by a customer who is upset by a defective product or service, responding with a professional apology that offers the customer a hassle-free solution is an important part of ensuring customer retention.

    Which of the two example apologies do you think did it better?

    Bad Example:

    Dear Zachary,

    Thank you for contacting us about your defective Light Up Holiday Frame. I have refunded you for the inconvenience. If you would like to order a new one, please visit our website at www.myholidayphotos.com, or call us to place your order over the phone.

    Thanks, and I’m sorry again.


    Janis L.
    Customer Service Representative

    In this first example, Janis seems to be looking for the quickest way to take Zachary’s issue off her plate. She refunded him without further question and redirected him to the website, leaving him more likely to abandon his purchase given this annoying extra step. She also left him without a solution as far as what to do with the damaged product.

    Let’s see if we can fix things with Zachary:

    Good Example:

    Dear Zachary,

    Thank you for contacting us about your defective Light Up Holiday Picture Frame. We are truly sorry that the item that you received did not function as promised. We understand your disappointment, and apologize for any inconvenience that this may have caused you.

    Before we ship any product, it undergoes several stages of quality checks. It is our intention to provide only the highest quality items to our customers, and we regret that your product slipped past our quality measures.

    We have gone ahead and shipped you a new Light Up Holiday Picture Frame, which should arrive at your specified address in 3-5 business days. When you receive it, please return the defective frame in the enclosed box.

    We understand that preparing for the holidays is a time-sensitive matter, and will be sending you a coupon for $10 off your next purchase in hopes of compensating for the inconvenience.

    Thank you again for bringing this issue to our attention—please don’t hesitate to contact with any further concerns.

    Janis L.
    Customer Service Representative

    This time, Janis provided the customer with a hassle-free replacement. She explained the company’s procedures for quality checks, helping Zachary rest assured that he could expect his product to arrive fully functional next time. After gaging how upset Zachary was about his defective purchase, she went the extra mile to show him that his satisfaction mattered by offering him a care token in the form of a coupon.


    • Explain why the defect/damage was a one-time occurrence.
    • Provide the customer with a hassle-free replacement.
    • Gauge how upset the customer is – if needed, offer the customer a care token, such as a discount, to show that you care about his or her loyalty and satisfaction.


    • Make the customer take extra steps on their own that you could easily help them with, such as reordering a product.
  3. Apologizing for Delayed or Improper Shipping

    There are several scenarios in which a customer might receive an item that was shipped late or improperly. Maybe an item that was reported as “available” on the website is actually out of stock. Maybe a snowstorm delayed shipment.

    Whatever the case, follow our next good apology example, and avoid the bad one.

    Bad Example:

    Dear Alice,

    We are sorry that you have not received your Rainbow Child’s Ceiling Fan yet. The item has yet to arrive from our provider and unfortunately still has not been shipped from our facilities. Please check back in later with us to see if it has arrived.


    Edward B.

    Here, Edward failed to give Alice any sort of information about what caused the shipping delay and when her product would arrive. By telling her to check back later, Edward created one unsatisfied customer who would find herself once again waiting in the dreaded queue for any answers.

    Let’s try that again:

    Good Example:

    Dear Alice,

    We are very sorry that you still have not received the Rainbow Child’s Ceiling Fan that you purchased from us on our website this past Thursday.

    The demand for this popular item has exceeded our expectations, and our stock is depleted. However, we will receive a new shipment of fans next Friday, which we will expedite to our customers.

    We understand that as a loyal customer, when you make a purchase you expect to receive your product in a timely manner. We know that we have let you down, and for that we are very sorry.

    Please advise us on whether you would like to cancel your order or have us ship the ceiling fan once it becomes available. You can click here at any time for live shipping and service updates. Again, we apologize for this inconvenience.


    Edward B.
    Customer Service Representative

    In this example, Edward explained the reason for the delayed shipment, and showed awareness and concern for the inconvenience that he knew it would cause Alice. He presented Alice with a plan to get her the product as soon as possible, and gave her details about when it would be in stock. Finally, by including the link to shipment updates and tracking, Edward gave Alice the tools that she needed to accompany the progress of her order without needing to contact customer service again. Nice work, Edward!


    • Explain why the shipment was delayed.
    • Show that you realize and care about the inconvenience that this may have caused.
    • Present the customer with a plan to get them their product as soon as possible.
    • Include a link to shipment updates and tracking.


    • Be vague about the cause for the shipping delay.
    • Be vague about when the customer will receive their shipment.
  4. Apologizing for Billing Issues

    Billing issues can be very frustrating for a customer who has placed an order with your company. Yet, it is a very common error. Should a billing issue arise, be sure to contact your customer as soon as it comes to your attention.

    Here is a sample poor billing error apology, and how to fix it:

    Bad Example:

    Dear Megan,

    Thank you for contacting customer support. I am very sorry that you were charged twice for your purchase – I have no idea why that might have happened as it is not a common occurrence at our company. Regardless, please provide me with your credit card information so that I can complete the refund.


    Customer Service Representative

    In this apology letter, Katie renounced responsibility of the billing error, and revealed a lack of expertise in her company’s system by asking Megan to respond with sensitive information that was not needed to complete the refund. You can make this sort of apology more professional by writing the following:

    Good Example:

    Dear Megan,

    Thank you for contacting customer support. We are very sorry to have charged you twice for the same product. We understand that the mistake was on our end, and it is not a mistake that we take lightly.

    According to our technical team, the error was due to a computer glitch in our automated billing system. As a result of this issue, and in order to prevent this from happening in the future, new updates are being made to the system. In the meantime, we have credited your account for the full amount of one of the charges, or $49.99 plus tax.

    We hope that this will be sufficient to correct the error and address any inconvenience this may have caused you. Thank you for bringing this to our attention—it will help us improve our operations and services.

    We very much appreciate your business. If there are any other issues that need to be addressed, please don’t hesitate to contact me.


    Customer Service Representative

    This time, Katie’s apology was sincere and precise. By telling Megan what was going on with the system, Katie made sure that she and the customer were on the same page. In refunding her quickly and without hesitation, Katie also spared Megan the worry and stress of wondering if she would ever get her money back.


    • If possible, explain the reason for the billing error.
    • Provide the customer an immediate refund if double charged.


    • Renounce connection to or responsibility for what happened.
    • Ask your customer for information that you don’t need.
    • Ask the customer to send you sensitive information online.
  5. Apologizing for a Product Recall

    From canned food products to Samsung Galaxy’s Note7 recall, product recalls are a common source of both public and personalized customer apology letters.

    Should your company have a product that needs to be recalled, use these example letters as guidelines to know what to do and what not to do when composing your own letter of apology.

    Bad Example:

    Dear customer,

    We are sorry for what has happened with our series of tuna cans, expiration dates February 2018 to June 2018.

    Although we work extremely hard in producing products that our customers will love, the seafood industry can be tough. The contamination of the ocean waters with pollution sometimes means the contamination of the fish, an epidemic which has grown in recent years.

    Even so, this is a one-time incident. We will continue to strive to be industry leaders, and will take preventative measures to make sure that this does not happen again.

    To all of those who were affected, we are very sorry. We hope that you will continue to remain loyal to our brand.


    John Doe
    President and CEO.

    As you can see from this letter, John is an apology novice. He made excuses for his product, frightened his customer with ominous details, and failed to provide his customers with a long or short-term solution. With a letter like this, why should his customers stay loyal to his brand? Let’s see if we can change gears:

    Good Example:

    Dear valued customer,

    At [INSERT COMPANY NAME], our mission is to provide our customers with only the freshest, highest quality canned seafood products, (replace this with your own mission statement). That being said, our number one priority is our customers’ safety and satisfaction with the consumption of our products. I regret to say that our most recent series of canned tuna fell short on that promise.

    Unfortunately, our series of tuna printed with the expiration dates February 2018 through June 2018, have been found to have an unsafe level of mercury content. The fish that we use are caught wild and not farmed, and we test our products extensively before making them available to the public. We are very sorry that this series of cans has slipped past our quality standards.

    While we regret very much this discovery, we are glad to open this line of communication to ensure the safety of our customers.

    If you have in your possession any cans of tuna with these expiration dates, you can return or exchange them at the supermarket where they were purchased, or ship them free of charge to the following address for a full refund:


    If you have consumed one or many cans of our tuna with these expiration dates, you do not need to seek medical attention, but it is advisable to not continue the consumption.

    To our valued customers who were affected and unaffected alike, we are very sorry. We will continue to develop the products that our customers love, but with more extensive quality testing to ensure that this situation remains an isolated incident.

    We thank you all for your loyalty over these 25 years that we have been in business—we will work hard to not disappoint you again.


    John Doe
    President and CEO

    This time, John excelled in letting his customers know that they are his priority. By evoking his company’s mission statement, he simultaneously reminded buyers of why they were loyal to the company and characterized the recall as a rare incident. By giving his customers specific information on the recall and how to act, John took the first step in regaining trust between his business and his customers.


    • Make your customer feel valued.
    • Present your company’s mission statement and how this statement relates to the recall situation.
    • Give specifics about the recall.
    • Give affected customers exact information on how to act.


    • Make excuses.
    • Frighten your customer with ominous details.
    • Give vague information that does not provide a solution.
  6. Apologizing for Canceling a Service or Event

    It is important for your company to apologize for the inconvenience that a cancelation of a service or event can cause customers. Like product recalls, cancelations can happen for a number of reasons, such as customer safety (such as with a flight), poor customer turnout or ratings (such as with a TV program), or the absence of a key participant in an event (such as in a workshop). Take a look at these final examples of business apology letters for cancelling a service or event.

    Bad Example:

    Dear customer,

    Unfortunately, the workshop that you were planning on attending was cancelled. We are very sorry for any inconvenience that this might cause.

    We do our best to always deliver our workshops as scheduled. However sometimes things don’t go as planned.

    Please let us know if you have any questions or concerns regarding this cancellation and we would be happy to assist you.


    Brian C.
    Event Manager

    In this instance, Brian’s apology letter was very impersonal. It also left the unnamed customer unsure of if, when, or how, he would recuperate the money that he paid for a seat at this event. Here is Brian’s second try:

    Good Example:

    Dear Alexander,

    I am very sorry to inform you that our workshop, “Practicing Positivity: The Art of a Happy Work Environment,” has been cancelled due to the hurricane that is set to land this Friday.

    Because of the unsafe weather conditions, we will not be able to proceed with the event as scheduled. I am sorry for any inconvenience that this cancelation may cause. The safety of our guests and speakers is our number one concern.

    We are hoping to be able to reschedule this workshop for a later date, and will send you an email as soon as we have worked out the details regarding this change. For now, we are issuing refunds to all our guests who were planning on attending this event. You should see the total value of your purchase returned to your bank account in 1-3 business days.

    We want to thank you very much for showing interest in our event—your purchase helps us plan future workshops and events. Please click here to see our schedule of upcoming workshops this month.


    Brian C.
    Event Manager

    This time, the apology letter was specific about the events surrounding the cancelation. Given both the quick reimbursement and the mention of rescheduling the event, Brian left Alexander with a good impression of his company’s efficiency and organizational skills. By including a link to the schedule of upcoming workshops, Brian managed to turn this letter of apology into an opportunity to promote future events.


    • Show your customer that they are a vital part of your company’s success.
    • Reimburse your customer immediately.
    • Let your customer know if and when the event can be rescheduled.
    • Offer your customer other options.


    • Keep the reason for the cancelation from the customer.
    • Leave your customer unclear as far as when and how they will be reimbursed if the event is paid.


Apologizing for bad service can be hard, but in the end, it comes with some good. In writing apology letters, we are forced to reflect on our mission statement and brand identity, and to address how we are or are not meeting the customer’s needs. Ultimately the crafting of the perfect apology letter for bad service means that we are willing to address life’s difficult moments head-on, and to put customer satisfaction first and foremost.

You can check your past apology letters from your company and see how they are compared to these examples.

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Isabella is a freelance editor, writer, and blogger with Comm100. She is passionate about helping people, teams, and organizations grow into their full potential, and excel in their service. In her spare time, you can find her traveling, painting, or drinking copious amounts of coconut water. Connect with Isabella on LinkedIn.

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