Understanding the customer needs and wants is the first principle of marketing. Customer satisfaction is the basic principle of sales. But at times we might give a negative impression to our customer. As per Ruby Newell-Legner’s book it says that it takes 12 positive experiences to solve one negative impression.

Who wants to give a negative impact to their customer? I should say none of us would like to do so. Isn’t it? But negative impressions can be turned as a pop up in someone’s life once a while. So in such a case what should we do? The best foot forward to this solution is come forward and be apologetic for the situation.

Many companies write apology letters to their customers for the unpleasant situation caused or for the wrong doing. “It’s never too late to apologize for any misdeed caused”. Your apologetic nature might turn into a positive side, it can turn a good side of your behavior. So here are a few useful examples of good apology letters to customers which can be helpful to you to show up a positive change.

Example1: Apologizing for poor customer treatment:

Respected Sir/Mam{Customer Name}

I am very apologetic for the misdeed that happened (issue what happened). It was unacceptable and will never happen again in future.

At (Company Name), We pride ourselves on our service. Unfortunately we did not meet your expectations. We reviewed the situation, we narrowed the cause (internal errors, staff problem met, etc).

I am very sorry on my part. We deeply value your relationship with our company (Company Name). In case you have further queries or concerns please contact our customer support executive. We are always happy to help you out.

(Company Representative)

Example 2: Apologizing for a Damaged or Defective Product or Service

Respected Sir/Mam{Customer Name}

Thank You for notifying us about the defective (product name) that you purchased from our store (location) on (date).

I am very sorry to disappoint you as the item that you received didn’t work as per the norms promised to you. We understand about the problem you suffered and we are very sorry on our part for the inconvenience caused to you.

We have arranged another piece that you ordered with us and will arrive at your location within the (no of days). Once you receive the fresh product please return the defective product in the enclosed box.

I am also happy to announce you with the further preparations and will be sending you a coupon for (any amount preferable). You can use this coupon voucher on your next purchase in order to compensate you for the inconvenience.

Thank you for acknowledging us with the issue. Please feel free to contact us for any queries and concerns.

(Customer Service Representative)

Example 3: Apology for Billing Issue

Respected Sir/Mam{Customer Name}

Thank You for bringing into the notice that you were charged with the extra amount for the same product. We completely understand that this situation is caused by our end.

Our technical team reviewed the situation and informed us that there was a computer glitch in our billing system during that time. In order to prevent this occurrence in future we have updated our system. We are very sorry for the inconvenience caused. As a result we have refunded your extra charges which was transacted into our account. Please allow us 1-3 working days to transact the amount into your account.

Thanks for bringing this into our notice. We understand about the problem you suffered and we are very sorry on our part for the inconvenience caused to you.

(Customer Service Representative)

Example 4 : Apology Email to Customer

Sub: Apology letter to customer for poor interaction

Dear Sir / Madam,

We are sorry to learn that your experience with us was not good. We are sorry for the poor interaction that took place yesterday for your order placed on our site. We were unable to solve your query regarding your order. Your order got delayed delivery due to our mistake.

As we value our customers a lot and giving good service is our priority we have credited your account with a coupon of 10% off on your next order as a gesture of good will. We hope to have a long association with you.

If still you have any questions or queries please contact me by phone or email. We once again apologize for the trouble caused to you.

Thanking you,

Yours truly

Company name

Designation, name and signature

Example 5: Defective Light Up Holiday Frame

Dear Zachary,

Thank you for contacting us about your faulty Holiday Frame Light Up. I have you reimbursed for the  Drawbacks. If you are interested in ordering a new one, please visit our website at www.example.com, or call us over the phone to place your order.

Thanks, and I’m sorry again.


Janis L.

Customer Service Representative

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