The Ultimate Email Playbook For

Customer Service Reps

Contents Introduction
Email is widely used by customer service teams. 9 in 10 organizations rely on email to
Introduction 2 provide customer service, and in the absence of an actual human being, it is the most
The Art of Staying Positive 3 preferred method of communication for customers.
Summary 4
Actual Mesage 5 Service teams at small- and medium-sized businesses send hundreds if not thousands of
A Better Way 6 emails every day. With such heavy volume, it can be challenging to maintain the proper tone
Keeping it Short 7 in everry email and keep messages succinct and personable.
Summary 8
Actual Mesage 9 In this playbook, InsightSquared examines some of the most common email gotchas

A Better Way 10 that occur in customer service -- a combination of tactics and scenarios -- and offers best
practices for providing customer happiness. We will examine actual real-life examples weve
Avoiding the Blame Game 11
seen and provide commentary on common pitfalls as well as offer alternative solutions that
Summary 12
customers will love.
Actual Mesage 13
A Better Way 14
If you follow these guidelines, you will save time when writing emails and make customers
Securing the Handoff 15
that much happier in the process.
Summary 16
Actual Mesage 17
A Better Way 18
Saving Customers From Themselves 19
Summary 20
Actual Mesage 21
A Better Way 22
Conclusion 23

1 / Contents Introduction / 2
 Gotcha #1: Negativity
In customer support, you deal in negatives quite often. Users request features that arent on
the roadmap. Customers try to order products that are out of stock. Features dont function
as described. People ask the product to do things it cant do.

Its important to avoid usingor perpetuatinga negative tone with customers. The very
survival instincts that govern our actions make us place more emphasis on negative events
and give priority to bad news. This sensitivity to the negative helps us avoid potentially
dangerous situations. What this means for you is that customer happiness is very fragile.
One negative experience could ruin an otherwise flawless relationship. The faster you can
shift a customers perspective into the positive, the better.

Lets take a look at a sample email based on the first scenario from above: a customer has
requested a feature that isnt on the roadmap. How can you imply, Were not building that
right now, without using a negative tone? [Note: names and references have been changed
Section // 1 in all emails.]

The Art of
Staying Positive

Summary / 4
 Actual Message A Better Way
Hi Moe! Hi Moe!
Negative Positive
Thanks for reaching out! Unfortunately, we dont currently have the Thanks for reaching out. These are great suggestions and Ive shared Positive
Maximizing pain ability to add goals on custom objects, or add goals for teams. Ive Proof that its them with our product team. We are always making improvements to our Positive tone and non-
brought up these suggestions to my product team, and I will certainly not a macro product, and better goal-setting is something thats been talked about a commital language
keep you updated on the availability of either of these features. We really lot lately. Would you have any interest in speaking with our product team
Past tense implies this appreciated your feedback; your requests help us build a useful and when we begin building this feature in earnest?
Makes the customer
matter is closed - effective product. feel special
negative Best,
Is there anything else I can help you with today?
Rory B. Bellows
Best, Customer Engagement
InsightSquared
Rory B. Bellows
Customer Engagement
InsightSquared

Whats wrong here?

Whats different here?
Even though the service rep opens with a positive salutation (including two exclamation
First, were aligning with the customers view of the world and complimenting his idea. Next,
points), theres an immediate change to a negative tone when addressing the actual
were calling attention to the pace of product development. This has two benefits. First, it
request. By restating the specifics of the feature request to appear attentive, the rep is
reaffirms the customers decision to partner with an innovative company. Second, it implies
actually twisting the knife deeper here, as if to say, Heres exactly what you cant do,
that even though the customers request isnt next on the list, we move through that list
even though we know its what you want. Lastly, the past tense is used to say, We really
quickly.
appreciated your feedback, which implies that the matter is closed and theres nothing
more to say.
This version also restates the feature requestso the customer knows this isnt a form
responsein the context of recent internal conversation. This is non-committal language,
So how could this have been handled differently? How can we keep the conversation
and uses a positive tone to give the customer something hopeful to hold onto.
positive and make the customer feel valued while still addressing the reality that theres no
near-term solution?
The last difference is a real customer-pleaser. Offering a chance to speak with the product
team makes the customer feel special and tightly connected to the development process.
Whether or not he accepts, the offer serves its purpose while, again, promising nothing
specific. Of course, if youre offering some of the product teams time, you should check
with them in advance should the customer say yes.

5 / The Art of Staying Positive: Actual Message

The Art of Staying Positive: A Better Way// 6
 Gotcha #2: Wordiness
Its common practice among service teams to use macros or pre-written templates to
improve their productivity. This is a perfectly valid strategy, but there is an unforeseen
downside. Because the macro is written once to be used thousands of times for a variety
of customers, the author doesnt feel the urgency of a ticking clock and aims instead for a
perfectly crafted universal message.

This may save your team time, but it wont save your customers time when they have to
read it. Macro templates are some of the most frequently used language by your service
reps, so its a real problem if they are too wordy. Like any other message, if an email is too
long, you risk losing your readers attention or confusing them with excessive verbiage. If a
customer emails for support, chances are her fuse is already a little shorter than usual. Its
best to keep emails succinct and personable.

Section // 2 Below is a real service email. Its actually a little shorter because we anonymized some of
the specific feature references, but its still longer than it needs to be.

Keeping It Short

Summary / 8
 Actual Message A Better Way
le, express
Whenever possib
of the
Hello, Hi Waylon,
things in terms
What, no name? A name! customer

I have just added you to the Widgetware Enterprise account. If you already Great news, youve just been upgraded to Widgetware Enterprise! If
oves youve already got our software installed, you can start taking advantage
have Widgetware installed, theres nothing more you need to do. Youll In-line link rem
now have full access to all the same great features (and more) at no the need for a of [these fantastic benefits] right now.
Safe assumption if ent
this is an upgrade charge to you. separate statem
Why list out the In-line link removes the
If youve never used Widgetware before, check out this quick video
need for a separate
If you havent used Widgetware before, welcome! Widgetware [offers all benefits and then send to learn all the ways we can help you [achieve your goals], or respond statement
a video that tells
these fantastic benefits using these various features]. Watch a quick video me to directly to this message. Im happy to answer any questions for you.
about how Widgetware works and then install Widgetware to get started. th
e same info?
Thanks,
Once you have Widgetware installed, visit the Plan and Usage page to Too many links Monty
learn more about the features you now have access to. If you wish to

Unnecessary. People will remove yourself from this account, you can do so from that same link or
find ways to cancel if by emailing me.
they want to.
Thanks for using Widgetware. Please contact support@widgetware.com if
you have any questions.

All the best,

Monty

Whats wrong here? Whats different here?

That email is 134 words. Since its a macro, it probably took the rep about 10 seconds to
create and send, but it takes an average reader about 40 seconds to read. In 40 seconds,
the only essential information offered is that the customers account status has changed.
One reason this email is longer than necessary is that its written for multiple audiences.
The opening paragraph sounds like it caters to the existing customer persona, but the
majority of the email offers information targeted to new customers.
The email is also redundant. The rep lists out all the key features and benefits in the email
body, links to a video with the exact same information, and then links to the Plans and
Usage page, which offers yet another overview of available features.
We made the opening more positive, and we switched the first sentence to be about the
impact to the customer, not the work done by the rep. Weve removed the line about there
being nothing more for the customer to do and jumped right to the customer benefits of the
new plan. We also added a link to install the software here. This is for newly added users and
doesnt require its own sentence.
The second paragraph covers the new user scenario. Since weve already linked to software
and highlighted key benefits in first paragraph, all thats needed here is a link to the more
thorough explainer video and the offer for further assistance. Thats it. The new email is 68
words, half the length of the original. Thats 20 seconds earned back for every customer who
reads it.

Read the next page for an email that delivers the same message much more succinctly.
Keeping it Short: A Better Way / 10
9 / Keeping it Short: Actual Message
 Gotcha #3: Blame
Most customers contact support because something has gone wrong or appears to have
gone wrong. We have a strong psychological need to understand why things happen, which
manifests itself in customer service as the assigning of blame. Customers and reps both
do this, albeit for slightly different reasons. The key, as you might expect, is that you must
never blame the customer.

Blame evokes defensiveness and aggression. When the root cause for an issue turns out
to be user error, its tempting to say, The product works fine, you arent using right, but no
good can come of that. The same goes for a third party failure. Blaming others may feel
like a good idea because it preserves the quality of your product offering, but in fact the
opposite is true.

Research has shown that admitting your shortcomings actually reinforces others
Section // 3 confidence in you because it demonstrates a higher level of control and self-awareness.
When you say, Its someone elses fault, youre essentially admitting that you werent good

Avoiding the
enough at product planning.

Assigning blame is in no way a prerequisite for providing good service. If you can, avoid it.
Otherwise, take on the blame yourself. Consider the below example, where a rep responds

Blame Game
to a customer who has questions about why data looks different in one system versus

Summary / 12
 Actual Message A Better Way
Hi Ned, Hi Ned!
Passive voice helps
Hmm, sorry for the trouble herewhen I look at the data from the source Hmm, sorry youre not seeing what you expect to here. The data in avoid assigning blame
Blaming the provider provider, they are passing through that the users in question did in fact log Get more quickly
question is passed unmodified from the source provider into our system.
separate notes with these actions on that date. This is pre-processed data to the offer for Im happy to get on a call and walk you through the specifics. We can

Distancing from that we have not modified in any way...Im happy to get on a call if that a conversation discuss potential changesconfiguration on our end or workflow on your
the problem would help, but Im unfortunately seeing that we are showing the notes we endthat will make this report match your expectations.
Refocus on solutions,
see coming from the source provider, just with attribution changed. not the problem
Best,
Let me know if youd want to get on a call tomorrow! Timothy

Best,
Timothy

Whats wrong here? Whats different here?

Do you see how the rep puts the blame on the source data provider? Shes also actively Theres a subtle but important difference here: passive voice. Theres no blame or credit
distancing herself from the problem with language like pre-processed data that we have given here. The situation is what it is. Now, the offer to get on a call to help a customer work
not modified in any way. The offer for a call seems like an empty attempt since the rep just through an unfortunate circumstance feels more earnest, and the conversation is quickly
made it clear that theres nothing she or the product can do to resolve the issue. refocused from the problem to the solution. No ones feelings are hurt, and you come off
looking like a selfless hero.
Of course, that could be completely true. The issue could have nothing to do with the
product, and there may be no actual solution in this case. However, good service isnt
always about solutions. Its about helping customers feel valued and understood. Below, we
offer an alternative response.

13 / Avoiding the Blame Game: Actual Message Avoiding the Blame Game: A Better Way / 14
 Gotcha #4: Customer Handoffs
Every service rep eventually comes across an issue that requires someone else to handle.
Maybe its an escalation up to a product expert, or maybe its a transfer over to the account
management department for a billing issue. Whatever the situation, its always tricky to
hand the customer over to someone else without feeling like youre passing the buck or
giving up on them.

Remember: your job isnt to solve the customers problem. Your job is to make the customer
feel valued and appreciated so they come back again. In these scenarios, youre providing
help simply by putting the customer in touch with the person best equipped for the task at
hand. There is a time and a place for individual heroics, but its always best to keep in mind
whats best for the customer.

Leveraging the strengths of the other team members and departments demonstrates how
the entire company is dedicated to helping customers. Thats the message you want to
Section // 4 send.

Securing The Handoff

Lets take a look at an example email where the service rep plays traffic cop and hands the
customer over to another department.

Summary / 16
 Actual Message A Better Way
Who is this person?
Hi Lenny, Why will he be in touch Hi Lenny,
regarding billing?
Doesnt seem like
customer-friendly Ive cc:ed Bob Terwilliger on this email, he will be in touch regarding billing. The best person to help here is Bob Terwilliger from our finance team. Context on Bob
terminology Hes included on this email and will help get you squared away.
Thanks,
Heres how Bob
Carl Thanks, can help
Carl

Whats wrong here? Whats different here?

Points for brevity, but theres not much service to speak of here. Remember, emails should
be succinct and personable. Heres a slightly longer version that reads a little warmer.
In this version, the customer has more context about Bob. Namely, that Bob is (1) the
best person to help, and (2) in the finance department. Instead of simply being in touch,
this version offers that Bob will actually address the customers issue. Its not that much
longer of a message, but its certainly more pleasant. Now, the customer feels valued and
appreciated by a level of service at each step in the process, no matter how small.

17 / Securing the Handoff: Actual Message Securing the Handoff: A Better Way / 18
 Gotcha #5: Self-Destructive Customers
Its the single greatest obstacle to ideal business performance: the free will of customers.
Customers buy your product for a variety of reasons and they all have slightly different
understandings about what it can and should do. In the service world, that means
customers will occasionally attempt to bend your product to their will, or use features
irresponsibly. They will want to interact with your offering in such a way that is harmful to
themselves and therefore harmful to their relationship with your organization.

As a service rep, youre conditioned to want to say yes and help customers achieve all their
goals, because that will make them happy. In this case, however, you need to be careful.
Your real goal is to get the customer to come back again. By allowing a customer to do
something that you know will end in disappointment, you risk damaging the long-term
customer relationship.

So how do you steer the customer away from the dangerous path without seeming like a
Section // 5 barrier to happiness? Below is an example email where a service rep is advocating against
certain product customizations because of the negative impact it could have on the

Saving Customers
customers experience.

From Themselves

Summary / 20
 Actual Message
Hey Patty,
Thanks so much for your time this morningI appreciate the extra couple
minutes to talk through this. Ive updated your instance based on our
conversation. Take a look and let me know what you think!
With respect to your request of using a post-Close Date date field, that can
be problematic for a few reasons:
1. Some deals will have close dates in the future, since the bill date
may be after the deal actually closes.
2. If our system recognizes deals that are marked as Closed but the
Close Date has not yet happened, the system will throw a data
quality error.
3. We can create activities, custom columns, and flex reps based on
fields other than close date if there are metrics you want to track
with Bill Date.
Does not fit with 4. If these issues dont present problems to you, then we can
list structure certainly test it out (if it doesnt work, we can revert back to using
Close Date), but if there are specific reports where youd like to
see a different date rather than all of them, let me know and I can
Customer has to read
see what we can do from a configuration stand point.
the whole email to
see this offer to help
If these issues dont present problems to you, then we can certainly test it
out (if it doesnt work, we can revert back to using Close Date), but if there
are specific reports where youd like to see a different date, let me know
and I can see what we can do from a configuration stand point.
Thanks!
Selma
Whats wrong here?
This article demonstrates plenty of product knowledge. However, the goal is never to
show off what you know, its to deploy that knowledge in a discerning fashion to help the
customer. In this case, the main point of the message should be, If you go ahead with
this change, you may not like the outcome. That message is delivered in the fourth bullet
point of a very dense email. I hope the customer made it that far.
21 / Saving Customers From Themselves: Actual Message
A Better Way
Hey Patty,
Thanks so much for your time this morningI appreciate the extra couple
minutes to talk through this. Ive updated your instance based on our
conversation. Take a look and let me know what you think!
To your question about using a post-Close Date date field as standard,
that can be problematic for a few reasons. We can make the change but
it could mean more work for you in the long run and the possibility of
Take a stance early to
incomplete data on certain screens. My personal recommendation is a
help the customer
one-off customized report for the metrics most important to you.
Please review and let me know how youd like to proceed:
1. Several reports have a default date range that only shows Deals
that have closed in the past. Unless you remember to tweak the
range every time you open the report, youll see incomplete data.
2. You may see more data-quality errors because of deals that are
marked as Closed but with Close Dates in the future.
3. Using reports like Sales Cycle to track and incentivize a quicker
sales process will be harder since the lag time between Close
Date and Bill Date is outside your reps control.
If none of the above present concerns to you, we can test the change
across all your reports. Alternatively, Im happy to build a customized
report for Bill Date. Let me know what youre thinking and well determine
a best course of action.
Thanks!
Selma
Whats different here?
In this version, the customer has more context about Bob. Namely, that Bob is (1) the
best person to help, and (2) in the finance department. Instead of simply being in touch,
this version offers that Bob will actually address the customers issue. Its not that much
longer of a message, but its certainly more pleasant. Now, the customer feels valued and
appreciated by a level of service at each step in the process, no matter how small.
Saving Customers From Themselves: A Better Way / 22
Conclusion Do You Want Happier Customers?

A large and growing part of customer support and service is provided over email, so its
increasingly critical and challenging to get your message right every single time. Without Sign up for a free demo of InsightSquared today.
the sound of a human voice, you must choose your words wisely and establish a friendly
tone. Customer happiness is very fragile and one bad email can spoil an otherwise flawless
experience.

Many customer service teams pre-write macros to reuse in their most common situations,
but you should make sure they fit to the specific purpose for which theyre used. Dont get
lazy and write one macro where two are needed. Also, be as succinct as possible without
sacrificing on personality. Remember that the average person reads 200 words per minute,
and think about how much time youre asking a customer to spend reading your customer
service emails when you know theyd rather be doing something else.

When things go wrong, its common to want to know who or what is responsible and
assign blame. Resist that urge in your service emails, and above all else, never blame the
customer. Admitting faults is actually a way of earning customer trust and highlighting your
strengths. Using the passive voice can help you avoid the blame game and focus on the
framing the solution, not the problem.

You cant resolve every issue. In customer service, your job is not to solve problems. Your
job is to make the customer happy to keep them coming back as customers. Where
appropriate, leverage others to deliver happiness, and show how your entire organization is
dedicated to its customers. Sometimes, your only role in a case is to find the right person to
solve the problem.

Customers will occasionally come to you with bad ideas that will ultimately create pain for
themselves. Dont play hero. Do whats best for the long-term customer relationship. Use
your product knowledge to make a recommendation, and trust that the customer will follow
your lead as a product expert.
(617) 370-8100 / insightsquared.com / sales@insightsquared.com

Be friendly, be helpful, and remember that every interaction should be governed by your goal
of creating long-term happiness so the customer comes back.
At InsightSquared, our mission is to help small and midmarket companies run their
business by the numbers. Our turnkey business analytics unlock million dollar insights for
teams without million dollar budgets.

We help businesses see the true impact of their service organization on the bottom line.
Service Analytics helps teams spot churn risks, make smarter hiring decisions, and identify
23 / Conclusion costly aspects of their product offering.