Templates of touching apologies
that you can adapt to your business
Below are some typical situations you can find yourself in. Take these templates and adapt to your business.

Bad individual experience

Hey Jane,
I'm really sorry your today's experience went out poorly. We strive to keep our customers happy and well-served. But today we made a mistake which left you frustrated. And I completely understand your feelings, I would feel the same if I were you. We have discussed this issue with our operations department, and developed a list of improvements to avoid this nasty situation in the future. You and the rest of our customers mean the world to us - we wouldn't be where we are without you.
To make up for this mistake, I'd like to offer you a coupon for free service at any of our wellness places.

With my sincerest apologies,


Dear Deborah,

On behalf of our company I'd like to apologize for the bad customer experience you've encountered. I am deeply sorry that your issue was not resolved in a proper and timely manner. This is certainly our mistake, and I will further investigate the situation to ensure that this does not happen again. We take such issues very seriously, as they allow us to improve our service practices and grow as a company. Your feedback is an invaluable part of that process.
I thank you for bringing this issue up. We were able to create a list of improvements and instruct our managers regarding the customer service quality based on your feedback. I have also added a purchase credit to your account, which is valid for up until a year from now. I hope your future experiences with our service will bring you only positive moments.
If you have questions or suggestions regarding our services, please do not hesitate to contact me directly, and I will be very happy to assist you.

Kind regards,

Widespread issue affecting many

Hi Nathan,

It's Josie here, founder of our company. I'm very sorry that for the past week, you may have encountered disruptions in our service portal. We had a system bug which may have caused our portal to be unresponsive at some points. The bug is already resolved.
If this issue somehow affected your business, please contact me. We will do our best to make up for the bug.
Again, I'm very sorry about the trouble that the bug might have caused. Thank you for your understanding and patience.



Hi Mike,

I'm really sorry about the intermittent website downtime yesterday evening. We know listening to your favorite bands is no fun when the sound keeps stuttering. We've had severe problems with server maintenance for about two hours.
Our tech team has since added several new servers that will keep our web-site online. As our sorry for not doing this sooner and preventing the issue, we grant you a free month of Premium subscription. You can activate your bonus anytime, it is valid through July 2018.

Head of operations department

Reply for a public post

Hi Ashley,

I'm very sorry to hear you had a negative experience with our product. The problem you've encountered is really frustrating, and I completely understand your disappointment with the quality of the product. However, this issue is very uncommon, and we would like to settle it for you.
Please contact us at [email protected] or +111-1111111, our support representatives will gladly help you. We have a very dedicated customer support team that responds to all requests within 6 hours via mail and 3 minutes via phone.
Thank you for your honest feedback, we deeply appreciate each one as a way to constantly improve.

Head of customer service department

Long shipping

Dear John,

I am so sorry about this long waiting time! The demand for this popular item has exceeded our expectations, and our stock is depleted. However, we will receive a new batch tomorrow, and your order will be fulfilled.
I understand that as a loyal customer, when you make a purchase you expect to receive your product in a timely manner. If you do not wish to wait any longer, I will go ahead and cancel your order. Please let me know.
Again, sorry for this trouble.

Lilly West

Rejected request

Hi Sheila,

I'm very sorry that you do not enjoy our product.
Unfortunately, our return policy allows only warranty returns for used merchandise. Since your item shows signs of heavy use, and it is not a warranty case (the product works fine), we will not be able to refund you. Here is the link to our refund policy in case you need to reference it in the future: oursite.com/warranty

Thank you,
Customer Service Supervisor


Hi Peter,

Thank you for your interest in our product! Unfortunately, we do not have active discount codes at the moment.
The code that you provided for 50% off one item is from over a year ago, and is no longer active. Our coupons are typically valid for 30 days after they are issued.
You can join our mailing list and be the first to know about our promotions and discounts. Please let me know if you would like me to add your information to our list.

Best regards,

Billing error

Dear Lora,

Thank you for contacting us asap. We are very sorry to have charged you twice for one order. The mistake was on our end, and it is a nasty situation.
According to our technical specialist, the error was caused by a glitch in our automated billing system. It is the first time we encounter this glitch, and we will update the software to avoid that in future. We have discussed and agreed upon a list of improvements to the billing system.
In the meantime, I have refunded the money to your credit card. This transaction can take from several hours to a couple of days, depending on your banking system. Additionally, I would like to offer you a 20% discount code for your next purchase with us: QWERTY123.
I hope that this will be sufficient to correct the error and address any inconvenience this may have caused you. Thank you for bringing this issue to our attention - it will help us improve our operations and services.
If there are any other issues that need to be addressed, please don't hesitate to contact me.


Cancelled product / service

Dear Ines,

I am sorry to inform you that our fruit basket #6 has been discontinued due to low demand. I understand that to you it was the best item to choose from, yet this position was unpopular with other customers.
We decided to refresh our offerings and bring something new to our clients. So we reworked most of the fruit baskets. I hope you'll quickly find your new favorite!
I want to thank you very much for reaching out to us and expressing your concern - it is heartwarming to see that people love and miss our products.


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is the new marketing
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