Communicating mistakes and apologies to your customers aren’t always easy, but sometimes it needs to be done. Communication is critical, whether it’s regarding a bug in your software, a delay, or some other mishap.  One of the first steps to right a wrong is crafting a customer apology.

You shouldn’t be sending apology messages and assuming the worst reaction. Carefully crafted apology emails mean you have the chance to build a stronger relationship with your customers and have a meaningful conversation. 

How to write the perfect customer apology

Not apologizing or sending a poorly worded apology email can make things worse, which is why sending a message is better than saying nothing. Some important things to remember when writing your apology email include:

  • Be transparent about your mistakes and what went wrong. 
  • Express regret. Acknowledge the customers’ negative feelings and emotions. 
  • Explain what steps you’re taking to ensure it won’t happen again. 
  • State a clear recovery plan, including what you have done and plan on doing to make things right. 

You can apologize to your customer in five different ways following these steps. 

1. We’re working on it 

Hi [customer name] 

I’m very sorry about [insert problem] and the delay you’ve experienced. I want to assure you that my team and I are exploring your issue now and working to resolve it ASAP. Your problem is important to us, and I’ll check back with you once we’ve resolved it. 

Thank you for understanding, 


2. We’d like to apologize.  

You can use this apology email template for an unsatisfied customer. 

Hi [customer name] 

I wanted to check in with you after you had contacted customer service the other day regarding [insert issue here]. I’m sorry you experienced that problem, and we’ve already taken steps to make sure it doesn’t happen again. 

How satisfied are you with the solution we provided? Do you think it helped? If you require any additional assistance or there’s something we could have done better, please let us know – we’re more than happy to help. 



3. We made a mistake, and we’re sorry. 

Dear [customer name],  

I would like to sincerely apologize for [insert problem] and the inconvenience it has caused you. We understand that it is unacceptable for this problem to occur, and we are investigating the issue further to ensure that it does not happen again. 

Rest assured, the team here at [company name] is working on getting it sorted as quickly as possible.  

Thank you for being so patient with us as we further investigate the issue. I’ll make sure to keep you posted and send a follow-up email to you once the issue has been resolved.  

In the meantime, if you have any questions, please do not hesitate to reach out to our customer service team, who will be more than happy to help you out. 

Thank you, 


4. An apology from [company name] 

Dear [customer name] 

I want to apologize on behalf of the team at [company name] for the [insert problem] you experienced today.  

We care about our customers and thrive on having excellent customer satisfaction. We’re sorry we let you down today, and we’re thankful for your patience as we work through the problem. 

If there’s anything I can assist you within the meantime, please do not hesitate to reach out. 

Thank you, 


5. Tell us more about [insert problem] 

Hi [customer name] 

We are sorry for the inconvenience on [insert date] due to the [problem] you experienced. Accidents like this shouldn’t happen, and we take full responsibility for the situation. 

Our team has further investigated the issue, and here’s a list of the things we’ve tried so far: 

[insert list] 

I’d like to hear more about your experience so we can make sure we’re on the same page and figure out the next steps to resolve this as soon as possible. I have some questions for you to get us started: 

[insert questions] 

We value your business and thank you for your patience as we work through this issue. 




Mistakes are bound to happen. The easiest way to resolve them and keep your customers happy is by communicating openly and owning up to your mistakes. Sending an apology email to your customers can help salvage the relationship. Remember that no matter what, be sincere in your apology – and these templates can help you with that. 

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