Support Snap: It’s not Business, it’s Personal


Here’s one way to talk to your customer

Dear Valued Customer,

Thank you for alerting us to the problem with your account that led to this erroneous charge. Please accept our most sincere apology for the error. We have addressed the issue and believe this matter to be closed. Again, we are sincerely sorry for any inconvenience caused by this technical malfunction.


Company XYZ

Here’s another

Hi Mike!

Wow, thanks so much for catching that. Looks like we messed up! We’re fixing it right away. Please don’t worry, I’m going to double check that any charges to your account made in error are completely refunded, and that whatever went wrong is fixed!

Please let me know if there’s anything else you need or if anything still seems wrong with your account.



Is it business? Or personal?

Depending on your company, different levels of formality may be appropriate. Only you know that for sure.

But here’s something to think about:

[inlinetweet prefix=”” tweeter=”” suffix=”#SupportSnap @BeSnappy”]Your business? Well, it’s pretty personal to the customer who’s paying for it.[/inlinetweet]



We believe that in general, the more personal your customer service, the better. Even the most formal business can do better than that first email up there.

So here are some tips:

  • Always use your customer’s name.
  • Skip the technical or industry jargon. Speak English! (Or, you know…whatever language your customer speaks.)
  • Be humble. If you screwed up, say so. Get down off your high horse and take personal responsibility for what, to your customer, may be a very personal problem.
  • Be open. Offer to help. Always end a support email with an open invitation to answer questions or address concerns.
  • Be funny, but be cautious. Look, when done well, humor is the great equalizer. But when it’s done wrong, it’s brutal. So err on the side of caution. Funny is good; offensive is not. Self-deprecating humor is generally a hit, because the only person it insults is you. “I’m so sorry, I obviously need more coffee this morning!”
  • Use your name, and a friendly closing.

More than just email

This also applies to more day-to-day support. Phone calls, chat, social media. Anywhere you’re talking to a customer, stay loose and stay human.

[inlinetweet prefix=”” tweeter=”” suffix=”#SupportSnap via @BeSnappy”]”Whatever else anything is, it ought to begin by being personal.”[/inlinetweet] -Kathleen Kelly

Learn more about Snappy Customer Support.

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