Customer apology letter

Say sorry properly: what happened, what you did, and what changes now.

A good apology can turn an unhappy customer into a loyal one. This letter says sorry for their experience, explains what you have done about it, and stays calm and factual.

Why use it

A prompt, sincere apology often calms a complaint before it turns into a bad review.
Showing what you have fixed, and what will change, is what customers actually want to hear.
Neutral, careful wording lets you apologise without accidentally admitting more than you mean to.

How it works

Add your business details and the customer's name.
Describe what happened in plain, neutral words.
Say what you have already done and what you will do to stop it happening again.
Add a goodwill gesture if you wish, then check the wording and send it.

Good to know

Reply quickly. Even a short note saying "we are looking into it" within a day helps more than a perfect letter a fortnight later.
Some places have laws that stop an apology on its own being treated as an admission of liability, for example Scotland's Apologies (Scotland) Act 2016. Not everywhere does, so keep the wording careful.
Describe what happened without blaming the customer, a staff member or a supplier by name. Blame reads as an excuse.

Questions

Does apologising mean I am admitting I am legally at fault?

The letter apologises for the customer's experience and describes what happened neutrally, without saying you were legally at fault. Rules differ by country, so if there is a risk of a claim, take legal advice before you send anything.

Should I offer a refund or discount?

Only if you want to and can afford to. The letter describes it as a gesture of goodwill. In some cases, consumer law may already give the customer a right to a refund or repair.

What should I avoid writing?

Blaming the customer or named staff, guessing at causes you have not checked, and promising things you cannot guarantee, such as "this will never happen again".

Is the customer's information sent anywhere?

No. It stays only on your own device, so your business details are ready next time. Nothing you type is sent to us.

Please note

Provided free, as is, for general use. It is not legal, insurance or customer-service advice. The template is written to apologise for the customer's experience without admitting legal liability, but how an apology is treated in law varies by country, and editing the wording can change its meaning. If there is any risk of a claim, an injury or an insurance matter, take legal advice and speak to your insurer before you send it. You are responsible for the letter and for any goodwill offer you make. Do not use this to create false or misleading documents.