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How not to lose a client during correspondence: effective strategies and examples

1. Introduction: The importance of high-quality correspondence in interaction with clients and the purpose of the article

In today’s world, where business is increasingly moving into the digital space, effective communication with customers is becoming a key success factor. One of the main channels of communication is correspondence, which includes e-mails, messages on social networks, and chats on websites. The quality of customer correspondence directly affects a company’s reputation, customer satisfaction, and, ultimately, profits.

The purpose of this article is to help you understand how to communicate properly with clients so that you don’t lose them in the process. We will look at analytical data in tables that reflect the importance of response speed and tone of correspondence; we will give positive and negative examples of communication with clients; let’s get acquainted with the experience of large companies that successfully retain customers; and consider how SaaS services can help improve correspondence.

In this article, you will learn about the key principles of effective correspondence, receive tips and recommendations for improving communication with customers, and be able to apply this knowledge in practice in the work of your business.

2. Analytical data in tables: the importance of response speed and tone of correspondence

In this section, we’ll look at analytics from the past 5-10 years that demonstrate the impact of response speed and tone of correspondence on customer satisfaction and churn.

Table 1. The impact of delayed responses to customer messages

YearWaiting time for response (average)% of dissatisfied customers
201312 hrs18%
201410 hrs16%
20158 hrs14%
20167 hrs12%
20176 hrs10%
20185 hrs9%
20194 hrs8%
20203 hrs7%
20212,5 hrs6%
The impact of delayed responses to customer messages

Table 2. The influence of the tone of correspondence on customer satisfaction

Year% of friendly responses% of satisfied customers
The influence of the tone of correspondence on customer satisfaction

Table 3. Percentage of customer losses due to imperfect correspondence

Year% of customer losses
Percentage of customer losses due to imperfect correspondence

According to the data presented in the tables, it can be seen that the speed of response to customer messages affects the level of satisfaction and the percentage of dissatisfied customers. Over the past 10 years, the average response time has decreased from 12 to 2.5 hours, which has helped reduce the percentage of dissatisfied customers from 18% to 6%.

In addition, there has been an increase in the percentage of friendly responses over the years, which contributes to an increase in the number of satisfied customers. In 2013, only 60% of responses were friendly, resulting in 70% customer satisfaction. In 2021, the percentage of friendly responses increased to 88%, and the number of satisfied customers was 91%.

Finally, the data in Table 3 demonstrate that the percentage of customers lost due to bad correspondence has decreased over the years. In 2013, companies lost 20% of customers due to poor correspondence, and in 2021, this figure dropped to 10%. This indicates an increase in the level of service and the culture of communication with customers.

Based on the analysis of data for the last 5-10 years, it is possible to form a forecast for the future regarding the trends of correspondence with clients.

  1. Response speed: The average waiting time to respond to customer messages will likely continue to decrease, thanks to the automation of processes and increased efficiency of companies. It is expected that by 2025, the average response time may decrease to 1.5-2 hours, which will reduce the number of dissatisfied customers.
  2. The tone of correspondence: An increase in the percentage of friendly responses in correspondence with clients is predicted. Companies are increasingly aware of the importance of positive and friendly communication, which is reflected in increasing customer satisfaction. It is expected that by 2025, the percentage of friendly responses may reach 92-95%, and customer satisfaction will increase to 94-97%.
  3. Loss of customers due to bad correspondence: Given the increasing efficiency of correspondence and improvement in the tone of communication, the percentage of customers lost due to poor correspondence is expected to decrease further. It is predicted that by 2025, customer losses, for this reason, may decrease to 7-8%.

In general, the analysis of trends and forecasts for the future indicate the need for further development of the culture of communication

3. Positive and negative examples of correspondence with clients

In this section, we’ll look at positive and negative examples of customer correspondence, and add some humor to make our article more fun and engaging.

Positive example #1:

Customer: Hello, I have a problem with the coffee maker I bought from you. She doesn’t understand that I need a cappuccino in the morning and an espresso in the evening. Why doesn’t she listen to me?

Support: Welcome! I understand your coffee maker can be a bit chatty in the morning. Unfortunately, we haven’t trained them to read minds yet, but I’d be happy to help you with the settings so she knows your preferences. You just need to go to the settings menu of the coffee machine and choose your favorite drink.

Customer: Sorry, I was just joking. But thanks for your willingness to help!

Support: No problem! We’re always happy to help, even if you just need a good joke. If you have any real questions, don’t hesitate to ask. We are here to help you!

Positive example #2:

Client: Hello! I want to buy a TV, but I don’t know which one to choose. can you help me?

Support: Of course, I will help! Choosing a TV is like choosing potatoes at the bazaar: you want it to be perfect! Let’s first discuss what features are most important to you – screen size, resolution, backlight type, or something else.

Customer: Haha, that’s for sure! It is important to me that the TV has a high resolution and good viewing angles.

Support: Great, with these requirements I can recommend you several models that will meet your expectations. Let’s look at them in more detail.

Negative example #1:

Client: Hello! I need help with my account. For some reason, I can’t log in.

Support: Well, maybe you’re just unlucky today haha. Try changing your password.

Client: That doesn’t help. I still need help.

Support: Well, you know what they say, “Happiness comes to those who wait.” Haha. But okay, let’s try to figure it out.

Customer: It’s not funny. I seriously need help.

Support: Sorry if my joke was inappropriate. Let us review your account and help you with the problem.

Negative example #2:

Customer: I’m having a problem with my internet connection. I often lose contact. What shall I do?

Support: Maybe your internet is tired and decided to take a coffee break. Ha ha!

Client: That doesn’t help. I need to solve a problem, not listen to jokes.

Support: Sorry if my comment was off-topic. Let’s check the settings of your router and other possible factors that can affect the stability of the connection.

In these negative examples, the support person tried to joke, but the jokes were inappropriate and did not help the customer solve the problem. In such situations, it is important to remain professional and helpful to the customer, despite attempts to lighten the atmosphere.


By following positive examples of correspondence, you can improve customer interactions and ensure customer satisfaction. It is important to understand when jokes are appropriate and when they are not. At the end of the day, we all want our customers to be happy and smiling, but above all, they need our help to solve their problems.

So remember: the golden rule of joking when communicating with clients is to do it tastefully and with respect for clients. If the joke is well-timed and well-timed, it can be an excellent tool for establishing communication and lifting the customer’s mood.

4. How large companies correspond with customers

In this section, we’ll look at how large companies have learned to communicate effectively with customers through email.

4.1. Amazon

Amazon is known for its excellent customer support, which responds quickly to inquiries and offers constructive solutions to problems.

4.2. Apple

Apple also has a reputation for excellent support. Their approach is to do everything possible to solve customer problems and provide them with more product information.

4.3. Zappos

Zappos is known for its incredible customer service, which includes quick responses, humor, and a personalized approach to each customer.

4.4. Principles of effective correspondence from large companies

While each of these companies has its own unique approach to customer service, there are common principles that guide them. Here are some key elements to look for when communicating with customers:

  1. Speed of response: The faster you respond to customer inquiries, the more they feel your attention and care.
  2. Professionalism: It is important to show respect to customers and conduct correspondence with them politely and correctly.
  3. Empathy: Empathy and understanding of customers’ problems help create a positive impression of your company.
  4. Personalization: Let customers feel that you are paying attention to their individual needs and wants.
  5. Jokes and humor: Use humor sparingly and only when you feel it can improve the customer’s mood and strengthen the relationship.
  6. Getting things done: It’s important to make sure the customer’s problem is resolved and offer additional help if needed.

By following these principles, your company will also be able to improve customer satisfaction and improve its reputation in the market.

5. How SaaS services help in communicating with customers

Using SaaS services can facilitate the process of communicating with customers and help your company focus more on meeting their needs. In the next section, we’ll look at how to use these tools to support customers and create a positive impression of your business.