An Apology Letter: 10 Templates and Examples to Help You Write to Customers
All companies and businesses make mistakes. Behind every company or business are human beings who aren’t perfect. Even when you strive to always deliver the right product on time, without issues related to payments or refund processing, sometimes life just happens.
When you notice the error, the worst thing you can do is stay quiet. You need to come forward and face your customers directly. The sooner you do this, the better. But how can you write an effective apology letter to customers?
The reality is that there are many different situations in which you may need to write an apology letter to a customer for poor service. And today, we’re going to cover the most common ones. So, just keep reading our guide.
What Exactly Is a Customer Apology Letter?
In simple terms, it’s the way you say that you’re sorry about whatever happened. You should always show remorse and explain to your customer exactly what went wrong and what you’re doing to prevent it from happening again.
It’s likely that you not only maintain your customer, but that they’ll trust you more than ever.
When to Send a Customer Apology Letter for Bad Service?
You should send one every time there is a need to apologize on behalf of your company or business. No matter if there was a mix-up with the ordered product or service, a payment issue, a delay, or anything else you can think of, you must apologize to your client.
To reduce the need for apologies, you can involve clients as observers of your work. For example, Flowlu offers a Client Portal where the administrator can grant customers access rights, allowing them to monitor every stage of the project and help prevent mistakes before moving to the next step.
Apology Letter to Customer for Bad Service Checklist
You should always keep in mind that when you write an apology letter, you’re actually telling someone you’re sorry. This means that you need to truly mean it. So, as you write the letter, make sure that it shows:
- a sincere, honest apology;
- an explanation or reason for what went wrong;
- how you are fixing the situation so it doesn’t happen again;
- you're willing to compensate the customer (if you believe it’s appropriate).
How to Write an Apology Letter to a Customer—Dos & Don’ts
Even though we already mentioned the different points your apology letter has to include, you should also keep in mind some important dos and don’ts.
Do…
#1. Answer Quickly
Your support team should work quickly to resolve any issues clients encounter.
The faster you respond to a complaint, the easier it will be for the customer to see that you care about the situation and are committed to solving the problem. Keep in mind that the longer you delay your response, the greater customer dissatisfaction will be.
#2. Personalization Is Key
Avoid using a generic email. Instead, put yourself in the shoes of your customer and reply as you would like to be addressed. You should also use a conversational tone.
Always include the recipient’s name in the greeting and maintain a polite tone throughout the message, from the opening to the closing.
#3. Show You’re Sorry
A mistake or error your business makes affects your customers. So, you need to acknowledge it. Your customers need to be assured that you understand their point of view and what you’re doing to resolve the issue.
As you can easily understand, it’s important to be honest about what happened and to remain humble. Showing empathy is also valuable, as it can help create or strengthen the bond between your business and the customer.
#4. Admit the Mistake & Explain What Happened
This is actually a continuation of the previous point.
Here, you need to admit that what happened was your fault and ensure you respond to complaints in a timely manner every time. Avoid using sentences like “I’m sorry, but…”. Never add a “but”. It’s your fault, your mistake — admit it without any “but”.
When you provide a clear and effective explanation of the mistake, you show that it wasn’t personal or intentional and that it’s highly unlikely to happen again. Nevertheless, it did happen and you’re here to show you’re genuinely sorry.
#5. Understand Customer’s Expectations & Goals
Before you finish explaining what happened and the mistake that occurred, take the time to show your customers that you understand their expectations.
#6. Offer Solutions & Show Preventive Actions
Now that you’ve explained what happened and clearly admitted your mistake, you want to reassure the customer that your relationship doesn’t need to end. In fact, you’ve analyzed the situation and are already taking preventive actions or steps to ensure the issue doesn’t happen again.
In case you believe it’s the best thing to do, you may also offer some compensation to the customer. Include these suggested steps into the solution section within your letter.
For example, some companies offer a reimbursement, a special discount, or a replacement.
However, this isn’t mandatory.
Always improve preventive actions. This will help increase customer retention and satisfaction.
#7. Ask for Feedback
As a business owner, you need to recognize that every situation is a great opportunity to ask for feedback from customers. And this is one of them.
By doing this, you’ll not only understand exactly how the client feels about what happened and how the situation was handled. But you’ll also get this feedback directly rather than on social media.
If you approach clients with a polite and professional tone, most of them will be willing to resolve any misunderstandings in a positive way.
#8. Follow Up
As you can see, follow-ups aren’t always necessary. However, you may consider sending one to the customer to show the changes you’ve made after they experienced poor service. This step also allows you to check if they need further assistance, for example.
Don’t…
#1. Be Vague
Never be vague or use a generic response. Instead, be as personal as possible.
#2. Make Excuses
Simply making excuses or justifying the mistake will only push your customer away. All you need to do is to genuinely acknowledge and take responsibility for your mistakes.
#3. Blame the Customer
When writing an apology letter for a customer, make sure that you never blame them even indirectly. You should never imply that the customer’s actions contributed to the problem.
#4. Over-Promise
While your intentions may be good, the truth is that making a promise that you can't keep is far worse than not making one at all. It will only lead to more dissatisfaction and disappointment.
#5. Use Technical Explanations
As we’ve already mentioned, you should maintain a conversational tone. This means that you should avoid any technical jargon. This is something your customer doesn’t need. Just make your explanation simple and easy to understand.
#6. Take a Lot of Time to Respond to the Customer
You should respond to a customer’s complaint as quickly as possible. You don’t want your customer to feel ignored or undervalued.
Timely service recovery demonstrates that a company values its customers and takes responsibility for errors.
Apology Letter to a Customer—10 Templates & Examples
There isn’t a generic format for an apology letter. It depends on the reason you need to send one in the first place. With this in mind, we’ve determined the most common issues that may lead you to the need to send such a letter. Ensure each letter has a personalized salutation and is signed by the manager.
#1. Apology Letter for Billing or Pricing Errors
If you’re truly sorry for the bad experience you had with service, send customers the next email.
Subject: Our Apologies Regarding a Billing Issue
Dear [Customer Name],
I’m writing to sincerely apologize for an error identified in your recent billing with [Company Name].
We understand how important clear and accurate invoicing is, and we regret any confusion or inconvenience this may have caused.
The issue is currently being corrected, and we have already taken steps to ensure your account reflects the proper adjustment. Please be assured that we are also reviewing our internal processes to help prevent this from happening again.
We truly appreciate your patience and continued trust.
Should you have any questions or require further clarification, please feel free to contact us directly at [contact information].
Kind regards,
[Your Name]
[Your Position]
[Company Name]
[Contact Information].
#2. Apology Letter for Delayed or Late Delivery
If you value your relationships with customers, show that their satisfaction is on the company's top priority.
Subject: Update and Apology Regarding Your Order
Dear [Customer Name],
I am writing to sincerely apologize for the delay in processing and delivering your recent order with [Company Name]. We understand how important timely service is, and we regret that we did not meet your expectations on this occasion.
Due to [brief reason, e.g., unexpected operational or logistical delays], your order took longer than anticipated to be processed and dispatched.
Please accept our apologies for any inconvenience or disruption this may have caused. We want to assure you that we are actively working to resolve the situation and are taking steps to minimize the risk of similar delays in the future.
Your order is now being closely monitored, and we are doing everything possible to ensure it reaches you as soon as possible.
As a gesture of goodwill and to thank you for your patience, we would like to offer you [a discount / free shipping] on your next purchase with us.
We truly appreciate your understanding and continued support. If you have any questions, concerns, or would like to discuss this further, please don’t hesitate to contact us at [contact information].
Kind regards,
[Your Name]
[Your Position]
[Company Name]
[Contact Information].
#3. Apology Letter for Angry or Dissatisfied Customer
If there was a misunderstanding regarding your interaction with clients, use this template.
Subject: Our Apologies and Commitment to Doing Better
Dear [Customer Name],
I am reaching out on behalf of everyone at [Company Name] to sincerely apologise for the frustration and disappointment caused by your recent experience with us. We recognise that we did not deliver the level of service you rightfully expected, and for that, we are truly sorry.
Your trust is extremely important to us, and we would welcome the opportunity to restore your confidence.
As a gesture of goodwill, we would like to offer [what you’re offering] while we work to address the issues raised.We greatly appreciate you taking the time to share your feedback, as it helps us improve both our service and our processes.
Should you wish to discuss this matter further or provide additional insight, please feel free to contact us directly at [contact information].
Thank you for your patience and for giving us the chance to make things right. We hope to have the opportunity to provide you with a more positive experience in the future.
Kind regards,
[Your Name]
[Your Position]
[Company Name]
[Contact Information].
#4. Apology Letter for Shipment Error
To reach a fair resolution, tell clients you've taken immediate steps to fix the issue.
Subject: Apologies for the Incorrect Item Received
Dear [Customer Name],
Please accept our sincere apologies for the error in your recent order. We regret that an incorrect item was included in your shipment and understand the inconvenience this may have caused.
This matter is being treated as a priority, and we are already reviewing our fulfilment procedures to help prevent similar mistakes in the future.
To resolve this promptly, we would be happy to arrange either a replacement with the correct product or a full refund at no additional cost to you.
Thank you for bringing this to our attention and allowing us the opportunity to put things right. We truly value your custom and look forward to providing you with a smoother experience going forward.
Kind regards,
[Your Name]
[Your Position]
[Company Name]
[Contact Information].
#5. Apology Letter for Canceled Service
This example helps retain the client's trust in the company.
Subject: Apology for the Cancellation of Your [Service]
Dear [Customer Name],
I am writing to personally apologise for the cancellation of your scheduled [service / appointment] on [date]. We understand how disruptive changes like this can be and regret any inconvenience this may have caused to your plans.
Unfortunately, due to [optional brief reasons, e.g. unforeseen circumstances or operational constraints], we were unable to proceed as planned. Please know that this decision was not taken lightly.
Providing a reliable and high-quality service remains a top priority for us.
We are already taking corrective steps to address the situation, including [outline the solution, rescheduling options, compensation, or alternative arrangements], to ensure a better experience moving forward.
If you have any questions or would like assistance with next steps, please feel free to contact us at [contact information].
We appreciate your patience and understanding and hope to have the opportunity to serve you again under better circumstances.
Kind regards,
[Your Signature]
[Your Position]
[Company Name]
[Contact Information].
#6. Apology Letter for Issues With Returns & Refunds
You can provide a sample of your product to make sure it meets clients expectations next time.
Subject: Update and Apology Regarding Your [Refund / Return]
Dear [Customer Name],
I am writing to apologise for the inconvenience caused by the delay or issues you have encountered with your [refund / return] at [Company Name]. We understand how frustrating this can be and regret that the process has not gone as smoothly as it should have.
Please be assured that your case is now being prioritised. Our team is actively working to complete the processing of your [refund / return] as quickly as possible and to address the cause of the delay to prevent similar situations in the future.
As a token of our appreciation for your patience, we would like to offer you [insert offer, such as a discount or gift card] for use on a future purchase.
If you require any further assistance or would like an update on the status of your [refund / return], our customer support team is available at [contact information].
We value your feedback and thank you for your understanding while we work to resolve this matter.
Kind regards,
[Your Name]
[Your Position]
[Company Name]
[Contact Information].
#7. Apology Letter for not Handling Complaints Well
As a token of your apology you can send a coupon for the next client’s purchase or fill the customer's account with a credit.
Subject: Our Commitment to Improving Your Experience
Dear [Customer Name],
I am writing to acknowledge and apologise for the way your recent [interaction / complaint] was handled. At [Company Name], we strive to treat every customer concern with care and attention, and we regret that this was not reflected in your experience.
Please accept our sincere apologies for the frustration this may have caused. Your feedback has been taken seriously, and we are already addressing the situation internally to ensure your concerns are properly resolved and that similar issues are handled more effectively in the future.
As a gesture of goodwill, we would like to offer you [personalized resolution / compensation / discount / gift card].
In addition, we are reinforcing our internal procedures and training to strengthen how we manage and respond to customer feedback.
Thank you for bringing this matter to our attention and for giving us the opportunity to improve.
We value your trust and hope to demonstrate our commitment to better service moving forward. Should you wish to discuss this further, please feel free to contact us at [contact information].
Kind regards,
[Your Name]
[Your Position]
[Company Name]
[Contact Information].
#8. Apology Letter for Customer Service Rude Behavior & Appreciate Patience
Show your team approaches every concern with honesty and strives to be empathetic to every situation.
Subject: Our Apologies for Your Recent Customer Service Experience
Dear [Customer Name],
I am writing to personally apologise for the unacceptable behaviour you encountered during your recent interaction with our customer service team. This experience does not reflect the standards we aim to uphold, and we regret that we fell short in this instance.
Please be assured that we take matters like this very seriously. The situation has been reviewed internally, and appropriate steps are being taken to address it and reinforce our expectations around professionalism and respectful communication.
We truly value your business and your feedback, as it helps us to improve the way we serve our customers.
Thank you for bringing this to our attention and for giving us the opportunity to address the issue.
We appreciate your patience and look forward to providing you with a much better experience moving forward.
Kind regards,
[Your Name]
[Your Position]
[Company Name]
[Contact Information].
#9. Apology Letter for Communication Errors
Make up a letter that provides reassurance of your commitment.
Subject: Apology and Update Regarding a Recent Communication Issue
Dear [Customer Name],
I am writing to acknowledge and apologise for a breakdown in communication that occurred on [date] regarding [issue]. We understand how important clear and timely information is, and we regret any confusion this may have caused.
The matter has been reviewed internally, and we are already taking steps to improve our communication processes to ensure greater clarity and consistency going forward.
As part of our commitment to resolving this properly, we would also like to offer [a resolution / discount / goodwill gesture] as a thank you for your patience.
If you have any questions or would like to discuss this further, our customer support team will be happy to assist you at [contact information].
We appreciate your understanding and value the opportunity to improve our service.
Kind regards,
[Your Name]
[Your Position]
[Company Name]
[Contact Information].
#10. Mass Apology Letter
This specific type of email is typically used when a lot of customers are affected by the same mistake or error. Examples include a data security breach, an outage, or a software bug.
Subject: Our Apology and Actions Following a Recent Issue
Dear [Customer Name / Valued Customer],
On behalf of everyone at [Company Name], I would like to offer our sincere apologies for the recent issue involving [brief description of the incident] during [time period]. We recognize that this situation did not meet the standards you expect from us, and we regret the inconvenience and impact it may have caused.
The issue occurred as a result of [brief explanation of the cause, e.g., a system failure, operational oversight, or unforeseen circumstances], which led to [explain how the customer was affected].
We understand that you rely on us to deliver reliable and consistent service, and we acknowledge that we fell short on this occasion.
Please be assured that we are treating this matter with the utmost seriousness.
Since identifying the issue, we have taken concrete steps to address it and reduce the risk of a similar situation occurring again, including:
- [Action taken or process improvement]
- [Additional safeguard or review]
- [Training, system update, or procedural change]
To help make things right and to thank you for your patience, we would like to offer [discount / credit / coupon / goodwill gesture]. Our priority is to restore your confidence and demonstrate our commitment to improvement.
If you need any clarification, have concerns or would like to discuss this further, our customer support team is available at [contact information].
We appreciate your understanding and the opportunity to learn from this experience as we continue to improve our service.
Kind regards,
[Your Name]
[Your Position]
[Company Name]
[Contact Information].
Turn Mistakes into Trust
The truth is, simply saying “I’m sorry” doesn’t work. Unless you are completely honest about the mistake or error that occurred, there’s little point in sending an apology letter to your customer. However, when you do take this step (which we strongly recommend), you’ll see that most customers will actually understand and continue doing business with you.
Ultimately, your reputation will not only remain intact, but it may even improve. When you send an apology message to your customer, you are acknowledging the error and assuring them it won’t happen again. You’re taking responsibility for your actions. And this will be seen positively.
The best part is that you don’t even need to write your apology letters from scratch. You can use the samples above and simply edit them to fit your situation.To avoid losing your best solutions, keep all templates in one place. For example, with Flowlu, you can create and store document templates for common customer situations, including apology messages. This makes it easier to reuse what works, tailor each response to the situation, and keep your communication consistent across the team. Instead of starting from scratch every time, you have a clear, organized system you can rely on when mistakes happen.
There are 5 main aspects you need to include: show genuine remorse, acknowledge the mistake, take responsibility for it, offer a solution, and explain the steps being taken to prevent it from happening again in the future.
The subject depends on the mistake or error you’re apologizing for. You can refer to the examples and templates provided above for guidance.
Simply put, respond as quickly as possible. The customer will see this as a genuine concern on your part and recognize that you want to resolve the situation promptly.
