Tricky event email templates - to help you deal with customers

Even though the support team is great at having friendly and efficient conversations with customers, some incidents can get really tricky.

To help you deal with these difficult conversations, we've prepared templates that you can use to get inspired to craft the perfect response. Use these 10 customer service response templates and examples to help you provide better customer support.

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1. "I want to call, now!"

A customer asks to resolve their issue over the phone, but you do not provide phone support and/or are unable to call them. They may threaten a refund or unconditional change of plan on your part.

Recommended method

Your customers may think they can win the game by applying pressure. The first thing you need to do is demonstrate empathy and believe that this is the beginning of a solution to everything.

Your Principles

Be firm about what you can and cannot do.

Reassure the client that you will be there to help.

Make it clear that the client is in control.

Example Response

Hi Roy

I understand your frustration, which is completely understandable, but we do not currently offer this service.

I would like to help you get the answers you need and we can absolutely do that via email (support ticket system), but I need your help.

If you can provide the following information, that would help us keep track of what is happening and figure out the best way to move forward.

<Reiterating your specific question>.

I really appreciate your help, and I know it feels bad when you have work to do and are stuck in a rut. As soon as you respond and provide leads, I can start investigating for you.

If the customer is not threatening to leave, you can omit this step.

Confront the problem with the client and gently remind them that they are the ones holding back progress.

Now that you have reset the conversation repeat what you need to help them.

People often want to call because they're worried about speed or being ignored. Build their confidence by telling them exactly what will happen when the email arrives.

2. "When do you plan to add [feature]?"

Customers are asking for product features that you know won't be added.

Recommended method

When your client comes to you for help because they like your work and want it to solve more problems for them, it's positive feedback.
So rejecting them can be tricky, and the best way to do it is, to be honest. This approach avoids frustrating the client by leaving them mentally behind.

Your Principles

Be honest about the situation.

Explain why.

Acknowledge their need and address it when possible.

Example Response

Hello John.

Thank you for your suggestion. Your voice is very important! This feature is not currently on our development roadmap, but we are working on major improvements that will help most of our customers, and you will see these features rolled out soon.

While we can't build what you really want, I do have a suggestion that may provide you with most of what you need.

<Your suggested solution 

Thank you again for taking the time to talk to us! We always appreciate feedback and suggestions.

If it's "always, always", you can use the stronger version here. "That's not what we're building."

We're not saying "no" to you. We're saying "yes" to as many people as possible at the same time.

Offer this option only if you have something really useful to offer. If it's too complicated or not good enough, remove it.

3. "I want a refund!"

When you cannot (or decide not to) refund a customer.

Recommended method

Asking for a refund usually indicates that the customer feels they did not get value from your product. If you can acknowledge and address the issue, a refund may not be as important to them.

Your answer should be

Be as clear and give reasons as possible.

Dig into the root cause.

Listen carefully.

Example Response

Hi William,

I am sorry to hear that you are not satisfied with our product. While I cannot offer a refund (please see our terms and conditions here), I can <offer a bill extension/store credit/other alternatives> .

However, as we go through the arrangement process, I would love to get to know your situation better and see if there are other ways we can help.

Can you give me more details on what you need to accomplish? It looks like <your best understanding of what they are trying to do and where they are stuck>, right?

If you have time to elaborate, I can talk to the team here and we can give you the best advice we can.

Explain your decision ahead of time to avoid misunderstandings.

If you have a refund policy, please link directly to it.


For small refunds, the cost of negotiating with the customer may far outweigh the savings. Perhaps you can just refund and invest in long-term goodwill.

Even if you can offer a refund, a refund request is an opportunity to better understand your customer's needs. Let them know you're happy to refund them, and then open a conversation to find out why. Sometimes they don't even want to ask for a refund at the end of the conversation."

A clear and easy-to-understand refund policy will make these conversations easier.

4. "Push me back."

When your customers are on a social channel, you need to move them to another channel in order to answer effectively.

Recommended method

You should respect your customers' choices whenever possible, but if you need to move them, explain why and reassure them that you will solve their problem.

Your answer should be

Smooth delivery of information.

Minimize customer work.

Maintain customer confidence.

Example Response

@lol I'm sorry for the hassle of getting this resolved for you. We need to call our engineers, so I have sent you a link to the support ticket page and Ticketing Systems can help you submit your request to a professional to better support you.

Or you can give your feedback by email. I have sent the email to your email address.

Explain why you need to have them switch channels.

Reassure customers that they don't have to repeat themselves.

Involving the same team members in the conversation can build confidence.

Whenever possible, complete the question in the same channel where your customer started asking it.

Explain the question and let your customer choose the alternate channel from the possible options.

Where legal restrictions apply, be clear up front about where you can and cannot help people.

5. "I need access to this account!"

Customers want to access accounts that they do not have access to

Recommended method

Staying safe while providing services is a tricky route to take.

Your answer should be

Be clear about what is required to grant access.

Position your team as protectors, not hindrances.

Rely on published policies.

Example Response

Hello Liam

I know you just want to get into your account and get back to work, and I am here to help you. However, I'm sure you can understand that we must be careful to protect the details that you and all of our customers trust us to store. You can read our security policy and practices here: <url>.

You can do the following to regain access to your account.

<Repeat your steps in the bulleted list

If any of these steps are unclear, please let me know and I'll be happy to explain further. I know it's stressful, but in order to protect all of our customers (and to comply with information security laws²), I can't grant you access in any other way.

Thank you for your understanding.

Keep yourself and your customers in line with outside parties who may try to access their data.

It may be helpful to mention legal restrictions (if any) and most people will be more receptive to this reason.

Security is not really an area where workarounds are needed, but you can take some of the pressure off by having public policy and instructions on how to regain access to accounts (and what happens if they are not accessible).

6. "I can't believe it hasn't arrived yet!"

You have told your customers what will happen, but they are angry about the wait two days later.

Recommended method

Your team is moving forward at a normal pace, and at the same time we have to understand what is happening that is causing your customer to become frightened. Be empathetic and take the customer's side, even when nothing can be changed.

Your answer should be

Avoid pointless defensiveness.

Align yourself with your customers.

Give them the opportunity to feel listened to, not blamed.

Avoid taking blame incorrectly.

Example Response

Hi Amy.

I completely understand how frustrating it is to wait for your delivery. I hope we have a way to get it to you as soon as possible. It might be helpful to know what is happening on our end first after you place your order.

When you order, the shipping process starts automatically on the same day. Your package was picked up from our warehouse on <date> and is now with <shipping company>, so it is on its way to you. According to their latest update, you should receive delivery at <date>.

To help you understand what to expect, we show the estimated delivery date during the ordering process; maybe that's not obvious enough for you? I would love to receive your feedback.

Once your package arrives, if you have any questions, please click reply and we will provide you with support.

Just naming it will help them feel recognized - the customer wants the merchandise and you want them to have it.

Telling your customers what is happening helps them understand the time spent and gives them confidence that it is all normal.

This paragraph notes that you do try to let them know, but in a way that gives the customer a chance to provide you with feedback without feeling like you're blaming them for not seeing it. For clarity, consider including screen shots.

Emphasize that they will receive it soon and that you will still be there to help.


If you find a real problem where the information provided in advance is unclear, tell the customer how you will handle it to help future purchasers.

Proactively contact the delivery provider and provide more detailed information about how the delivery process works.

7. "I'm not doing your job for you."

Your customers are experiencing tough problems, but they refuse to give you the troubleshooting information you need to help them.

Recommended method

Your customers may think you have access to all the back-office information, when in fact your support requires their cooperation. You need to be more explicit about what the process is and why it is worth their time to provide you with information.

Your answer should be

Avoid issuing ultimatums.

Convince the customer that you need their help.

Clearly state what you need.

Show them that a positive outcome is coming.

Example Response

Hi Derek.

I can understand how it can be frustrating to contact us about a problem and have me ask you to do some work! I would be frustrated with your position as well. Indeed, I do need your help to resolve this issue and I will work with you to resolve your issue.

Once you send me the following message: <required information>, I will be able to determine if it is an issue on our side and work with our developers to resolve the issue. If not, then the developer will follow the trail and continue to track the issue.

Narrowing down the issue in this way will allow our team to help you faster, which is the most efficient way we have found so far.

Reiterate in detail what you need from your customers and link them to resources to learn how to get it if necessary.

Adapt this section to the specific situation - technical troubleshooting, identifying their account, whatever applies.

Allay their concerns and show how you value their time by reducing wasted energy (and gently remind them that the ball is in their court).

If you have tried unsuccessfully to enlist their help, at least make it clear that you are ready and willing to help as soon as the information is provided.

Tell the story of another client who had a similarly difficult problem and worked with you to solve it.

8. "I need a discount!"

When the customer does not want to pay the specified price.

Recommended method

While your price may not have room for adjustment, you can still demonstrate value and help your customer get value for money by calculating a budget for your customer to prove that your product is the best fit for him.

Your answer should

Stay firm on price.

Help your customer understand the value.

Provide useful options.

Example Response

Hi Joey.

We really appreciate you doing business with us! While we don't offer discounts, I do want to make sure you get your money's worth. You mentioned that <competitor> is cheaper, but there are a few key differences that you may not be aware of.

I can understand that you may be desperate for lower ongoing costs. If that's the case, then I have a few options for you. If you switch to an annual plan, you will save 20% immediately, which is <$X> for you. You can do this here: <URL>

If we can help you better understand these options, or if you'd like help getting more out of your account, please hit reply and let us know! We are always here to help you.

Avoid feeling sorry for what you're charging, be clear, and then focus on value.

If you know your competition, you can really help with comparisons.

Work to help that particular customer get more out of your services.

Use social proof to demonstrate that the product is worth the money.

Perhaps you can offer discounts that your customers don't know about (for example, to nonprofits or startups).

Check how your customers use your product or service - perhaps they are better suited to a different plan.

Instead of lowering the base price, consider offering discounts for upgrades or contract extensions.

9. "Your shipping costs are too expensive!"

A person wants to buy from you, but is unhappy with the extra shipping costs.

Recommended method

Your ability to change shipping options in the short term may be limited, but you can add context to clearly state how costs are calculated and provide any viable options for reducing costs.

Your answer should be

Be empathetic with your buyers.

Make sure they get the best price.

Offer alternative options.

Example Response

Hi Harper.

Thank you so much for considering buying from us! You are right, shipping does add significant costs to your situation.

I do realize that some of the larger companies are able to absorb or reduce some of these costs, while others inflate project costs to reduce the apparent shipping costs. At <company>, we prefer to be transparent about the actual costs involved and that each client gets the best price we can offer.

We are always looking for cheaper ways to ship items while ensuring that they arrive on time and in good condition. If we can find a better shipping rate to your location, we will. In the meantime, I can suggest some options that might be helpful⁴.

If you order three or more <products> at once, larger packages allow us to use a combination shipping option that costs <$X> per <product> (saving you <$Y> compared to three separate purchases).

Or, if you can wait for our spring sale, you will get <X%> off your <product> purchase, which may give you value for money. I hope you find an option that works for you, and if you have any other comments or questions, please let me know.

Acknowledge the truth of their complaint, rather than minimizing it.

Explain how costs are calculated and the factors that affect them.

Preemptively say that other companies offer "cheaper" options.

Share alternative ways to reduce overall costs.


People usually just don't understand the true cost of shipping. Share a link to a third-party shipping calculator to confirm that you are not making extra profit on shipping costs.

Suggest suppliers who are close to customers and can offer similar items at lower shipping costs.

10. "You just don't understand me."

When customers and the people who help them can't communicate effectively, no progress is made.

Recommended method

When conversations with customers go nowhere, it can be frustrating for all involved. Deliberately replacing a customer service professional with another colleague can break this pattern and create momentum for a successful resolution.

Your answer should be

Recognize the reality of the situation.

Help your colleagues succeed.

This is followed by an internal note.

Example Response

Hi Oksana.

Thank you for your reply. It must be frustrating for you to feel like we are a bit stuck here.

To help us get back on track, I'm going to ask my colleague Sean to come in and ask him to review our conversation so far and make some suggestions. paul has a lot of experience in this area and with his fresh perspective, I'm sure we can work this out for you.

I'll make sure Paul is up to speed and then you should hear from him in the next 30 minutes or so.

Thank you again for working with me.

Use customer support software which contains an efficient knowledge base, ticketing system and Live chat. Minimal cost to enhance customer experience.BClinked 

Rapid deployment, simple enough but effective customer support system