An apology, empathy, and an explanation of why the problem happened are the keys to writing complaint response letters that restore customer confidence.
One of the things I do in my practice is write the templates for complaint response letters for some of world’s most renowned brands. My work usually starts with me throwing out all robotic and boring messages that are in use.
Then, I custom create response letters that reflect the brand’s voice. Once I get the brand voice down, my complaint response letters follow 5 steps.
The 5 steps ensure that the complaint response letter restores customer confidence and regains goodwill. Here are my 5 steps with great examples from great companies that know how to regain customer goodwill after the worst has happened.
Making an apology to customers after things go wrong is positively related to satisfaction with the recovery. When a service employee apologizes to a customer, she conveys politeness, courtesy, concern, effort, and empathy.
Take a look at this outright apology from JetBlue Airlines after a major service mishap. (See the first sentence of JetBlue’s response)