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Customer feedback response email templates

Although more and more businesses have recognized the importance of consistently collecting and analyzing customer feedback, most still struggle to implement an efficient feedback follow up system, and even fewer have a clear strategy for dealing with negative feedback. Here is why and how you should respond to customer feedback, both negative and positive, along with 10 feedback follow up response templates you can use as a starting point when crafting your own responses.

Why responding to customer feedback is critical

While following up on the feedback provided by customers through surveys and questionnaires is important, (as it shows them that you do value their opinions and are open to their suggestions) responding to public reviews is even more critical. According to the data collected by Invesp, 90% of customers read online reviews before visiting a business website and 88% of customers trust these opinions as much as personal recommendations. 

BrightLocal’s Local Consumer Review Survey also revealed that among consumers that read reviews, 97% read businesses’ responses to reviews. The way you respond can make a difference in a customer’s perception of your business, influence your brand reputation, and affect the buying decisions of potential customers.

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How to respond to customer feedback

  1. Respond as quickly as you can – based on ReviewTrackers’ survey, 53% of customers expect businesses to respond to negative reviews within a week.
  2. When using templates – personalize each response by including the customer’s name and referring to their specific concerns.
  3. Don’t take negative feedback personally – be respectful and maintain a professional tone when responding.
  4. Always thank the customer for taking the time to voice their feedback to make sure they know you appreciate their effort.
  5. Don’t ignore positive feedback – follow up with a short appreciation note and let them know you’ll be happy to serve them again.
  6. When responding to neutral feedback – ask a customer for more information to find out what could have been improved to make their experience better.
  7. When responding to negative feedback – apologize for the customer’s negative experience, express empathy, communicate your next steps in resolving the problem and offer reasonable compensation (if applicable).
  8. When it comes to online reviews – respond to both negative and positive ones. A study by Harvard Business Review found that replying to customer reviews leads to better ratings.
  9. Respond to online reviews publicly, but take the conversation offline when it makes sense by asking the reviewer to email or call you to discuss how you can make things right.
  10. In case of fake/ spam reviews – once you’ve flagged or reported a fake review, you can post a response to let prospects browsing your reviews know that you’ve seen and are handling the fake feedback.
Capterra LiveAgent customer feedback response
LiveAgent’s customer feedback response on review portal Capterra

10 Basic customer feedback response templates

Whatever kind of customer feedback you are dealing with – positive, negative, or neutral – having ready-made feedback follow up response templates at hand can make the process of responding to them much easier. Below are 10 feedback response template examples that you can use or get inspired by to write your own:

General customer feedback response


Hello [Name],

Thank you for choosing us as your dedicated [product description] provider.

We are extremely grateful that you took the time to send us your feedback about our [Product/ Service]. I read through your feedback carefully, and consider your suggestions to be very insightful. I will pass it on to our product development team to see if they could implement any of these changes in the upcoming releases. I’ll be sure to keep you updated.

Thanks once again and looking forward to hearing more from you.

Cheers,
[YOUR SIGNATURE]

Responding to neutral feedback


Hello [Name],

Thank you so much for sharing your experience with [Product/ Company]. Your feedback helps us improve our product/ service for everyone.

If you’d like to discuss how we could’ve made your experience better, please call us at [phone number] or reply to this email. We look forward to hearing from you!

Thanks again,
[YOUR SIGNATURE]

Responding to a positive review


Hello [Name],

We are incredibly grateful that you took the time out to share your feedback with [Company/ Product/ Service]. Customer satisfaction is our top priority and we are thrilled that you enjoyed your experience – it means the world to our entire team!

We look forward to serving you again soon.

Best,
[YOUR SIGNATURE]

Responding to a rating-only positive review


Hi [Name],

We’re so happy that you are pleased with [Product/ Service]. [Company name] strives to deliver the best customer experience, and it makes our day to know we have accomplished just that.

Best,
[YOUR SIGNATURE]

Responding to a negative review


Hello [Name],

Thank you for your feedback and for bringing this to our attention. I’m so sorry to hear of your less than satisfactory experience with [Product/ Service] and hope you will accept our sincerest apologies.

Could you please let me know what specific issues you’ve encountered? I’d love to help where I can and pass along your suggestions to our team, but I need just a bit more information from you.

I understand how disappointing it can be [to sign up for a service/ purchase a product] and not have it meet your expectations, so hopefully, we can get this sorted out. If not, I’ll be happy to issue you a refund.

Please give us a call at [phone number] or reply to this email with more information so that we can make things right for you.

Thank you for your business,
[YOUR SIGNATURE]

Responding to a rating-only negative review


Hello [Name],

We’re so sorry to hear your experience was less than 5-stars and did not meet your expectations. Please help us improve by providing us with more information. If you’re open to discussing your experience further, we can be reached at [phone number/ email address].

Regards,
[YOUR SIGNATURE]

Responding to a fake/ spam review


Hi [Name]

We cannot find any record of you in our system and your review violates [Review Site] policies so we have flagged it for removal.

If you are using another name that is not recorded in our database, please feel free to reach out to us. For any other questions or concerns, you are welcome to contact us at [email address/ phone number].

Best,
[YOUR SIGNATURE]

Responding to a positive review that mentions team members


Hi [Name],

Thank you so much for the excellent feedback. We are happy that you enjoyed your experience with us. You’re right, [Team Member] is always going above and beyond to ensure our customers receive the best possible service they can. We’ll be sure to share your praises with them.

Looking forward to serving you again soon!
[YOUR SIGNATURE]

Responding to a negative review that mentions team members


Hello [Name],

Thank you for bringing this to our attention. I’d like to sincerely apologize for the experience you had with [Agent Name]. We strive for excellence in customer service, but it’s clear we missed the mark in your case.

As a result of your feedback, we are providing our team with additional customer service training to prevent similar situations from happening in the future.

That being said, if there’s anything else that I can help you with at the moment, please feel free to reach out and I would be more than happy to help. We do appreciate your business and hope to earn back your trust.

Thanks again,
[YOUR SIGNATURE]

Responding to a feedback survey


Hi [Name],

Thank you for taking the time to complete our recent survey. Your responses will help us serve you and our other users in the future. We truly value your feedback and look forward to hearing more from you more often.

In the meantime, if you have any questions, concerns, or further suggestions, don’t hesitate to let us know by replying to this email – we’ll be happy to help!

Regards,
[YOUR SIGNATURE]

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Frequently asked questions

What is good customer feedback?

Good customer feedback is when people take time to give their thoughts on a product they use. It’s important to know what customers think of your product and how to improve it.

What are the types of customer feedback?

There are two types of customer feedback: solicited and unsolicited. Solicited feedback is information you ask for from customers. You can request feedback through surveys, exit interviews, and questionnaires. Unsolicited feedback is information customers provide to you without your asking for it. You can also get unsolicited customer feedback by observing customer reactions to your product or service.

Why should you pay close attention to customer feedback?

If customers are satisfied with your support team and the service you provide, they are more likely to recommend your company to their friends. And, when customers are satisfied, they are more likely to be loyal and continue to support your business.

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