Better customer service · Lesson 1 of 6
How to write customer service replies that actually help
A good reply tells customers where they stand, so they don't have to ask again. It comes down to a few habits that anyone on a team can learn.
7 min
What you'll learn
- Open with the answer instead of an introduction
- Say clearly what happens next and when
- Give bad news without hiding it
- Use templates that don't sound like templates
Step by step
- 1
Put the answer in the first sentence
Customers want to know whether something is possible, how it works or what happens now, so start there. A dental practice, before: “Thank you for contacting us. We have received your request and have reviewed it.” After: “Yes, Thursday at 2:30 pm works. I've moved your appointment and a new confirmation is on its way to your inbox.”
- 2
Say who does what, and when
“We're looking into it” leaves people waiting without knowing what for. Name the next step, who takes it and when the customer will hear back. A plumbing company, before: “We'll find out.” After: “I've asked the supplier when the part will arrive. You'll hear from me by noon on Wednesday, even if I don't have an answer yet.”
- 3
Write the way you'd say it
Read your text out loud and cut whatever you wouldn't say across a counter. Swap “please be advised that” for nothing, “we regret to inform you” for “this isn't possible because” and “at your earliest convenience” for an actual day. Leave out internal words too, such as ticket numbers, department names and statuses the customer has never seen.
- 4
Give bad news clearly, then offer what you can do
Say what isn't possible, explain why in plain language, then say what you can do. A gym, before: “In accordance with our terms and conditions, early termination is not permitted.” After: “You can't stop this month, because the notice period is one month. I've processed your cancellation, so March will be your last month.” The answer is still no, but the customer knows exactly where they stand.
- 5
Match the format to the channel
On WhatsApp and website chat, short messages on one topic at a time work well, with no formal greeting. Email can carry more because people reread it later, so list steps one below the other and answer several questions in the order they were asked. Your tone stays the same everywhere; only the length changes.
- 6
Check three things before you send
Did you answer every question, including the one buried halfway through the message? Can the customer move on without writing back? Is everything you promised correct, and can you deliver it? This takes seconds and often saves a round of back and forth.
- 7
Build templates with a gap to fill
Write a strong answer for your most common questions and leave room for something personal, such as a date or the customer's situation. Review them every quarter, because outdated templates spread wrong information. In Bugalou you store them as Snippets in your workspace settings, with a title, a shortcut and the text, so the whole team uses the same version.
Common mistakes
A long lead-in before the answer
Thank-yous and repeating the question push the answer down, and on a phone that can be a full screen. One short sentence is enough, and often no lead-in at all works best.
A template that doesn't fit the question
Customers notice right away when a reply is about something else, and they feel unread. Read the whole question and adjust the text before sending.
A promise without a time
“We'll get back to you as soon as possible” means something different to you and to the customer. Name a day or time you're sure to meet, and check in even if it isn't solved yet.
Blaming the customer
“You filled in the form incorrectly” solves nothing. Say what you need instead: “The house number is still missing. Could you send it over? I'll take care of the rest.”
Tips
- Mirror the customer's level of formality. A formal message can get a slightly more formal reply.
- Use the customer's name once, not in every message.
- Say “I” when you did it. “I've updated it” is clearer than “it has been updated”.
- Unsure about the tone of a difficult message? Ask a colleague to read it first.
You're done when
- Your reply opens with what the customer wants to know
- The customer knows who takes the next step and when
- Your three most common questions have a good template ready
- You check each reply against the three questions before sending
Frequently asked questions
How long should a customer service reply be?
As short as possible while still complete. There's no set word count: a reply is long enough when the customer can move on without asking anything else.
Should I always apologize to the customer?
Only when something went wrong or caused trouble, and then once and specifically: “I'm sorry your parcel arrived late.” After that, focus on the fix. A regular question doesn't need an apology.
Can you use emoji in customer service?
That's a choice that has to suit your brand and your customers. In chat it's often fine if the customer uses them too, but leave them out of complaints and bad news.
What if I don't know the answer yet?
Say so and tell them when you'll be back: “I need to check that with the engineer. You'll hear from me before 4 pm today.” A quick honest message beats silence or a guess.