Business Email Policy

Customer Service Email Response Guide This guide outlines how to handle various types of customer emails professionally and consistently. Please follow the best practices below to maintain high-quality service communications. 📚 Contents Service level agreements Check the brand Subject lines Greetings Paragraphs and spacing Opening sentences Holding responses Apologies Promote our blogs Signing off emails Multiple questions and exact answers Double-checking Internal acknowledgements Complaints 📊 1. Service Level Agreements (SLAs) These are the maximum response times for incoming customer queries. Make sure to follow these targets, and escalate when required. Urgent – Respond Immediately Complaints — escalate and assign to a manager, plus notify via Teams or in person. Major website errors — escalate immediately to John Carpenter or Amelia French. Overdue Zendesk tickets — prioritise resolution. High – Respond Within 30 Minutes Early-stage complaints or frustrated customers. Discovering our internal error — even if the customer hasn’t noticed. Missed customer calls or callback requests. Normal – Respond Within 1 Working Day All regular queries from active customers. Low – Within 24 Hours Marketing or promotional emails — resolve tickets where possible. ⬆ Back to Contents 🏷️ 2. Check the Brand Always ensure the reply is issued from the correct brand: 1st Formations Rapid Formations Quality Company Formations If a customer mentions another website or product brand, refer to our “sister site” and direct them accordingly. ⬆ Back to Contents ✉️ 3. Subject Lines Use clear, respectful subject lines — avoid inflaming the situation or repeating negative wording. ❌ Bad: “1st Formations are LIARS!” ✅ Change to: “1ST FORMATIONS – ACME LIMITED” ❌ Bad: “Complaint – not happy!” ✅ Change to: “RAPID FORMATIONS – BLUE SKY LIMITED” ⬆ Back to Contents 👋 4. Greetings Use a comma after all greetings. Do not include both first name and surname. Choose your tone based on the context. Use when formal: Dear Mr McCarthy, Dear Sir, Dear Miss Smith, Use when informal: Hi Jack, Hi Joanne, Hello team, ✏️ Tip: If unsure, default to formal. ⬆ Back to Contents 🧾 5. Paragraphs and Spacing Group related ideas in the same paragraph. Use new paragraphs for separate topics or actions. ✅ Good Example: Dear Mr McCarthy, Thank you for your email. Regarding your Confirmation Statement, this was filed on 21 July. Please let us know if you notice any issues. Regarding your Business Address renewal, it is set for 28 August. Kind regards, ❌ Bad Example: Everything in one paragraph, trying to answer multiple questions at once, makes your message hard to follow. ⬆ Back to Contents 📬 6. Opening Sentences The first lines of your email should thank the customer, include an appropriate apology (if required), and provide context for your reply. When replying to an email: Thank them for their message Apologise if there was a delay (especially past SLA) Clarify what your reply refers to Dear Fred, Thank you for your email. Please accept my apologies for the delay in coming back to you. In relation to your enquiry about… When sending a new outbound email: Dear Mr McCarthy, I write in relation to your Business Address renewal query… ⬆ Back to Contents ⏳ 7. Holding Responses If investigation is needed and a full response will take more than expected, send a holding message. This manages expectations and shows we’re active. Dear Fred, Thank you for your email. I am currently looking into the points you raised and will get back to you shortly with a response. Thank you for your patience. Kind regards, ✅ Remember: Send the full response as soon as possible after sending the holding reply. ⬆ Back to Contents 🙏 8. Apologies Apologies build trust and show that we take mistakes seriously. Never avoid apologising if we’ve missed an SLA or made an error. Use when: There has been a delay in responding (missed SLA). An error was made on our side. Please accept our sincere apologies for the oversight on this matter. Once again, thank you for your patience and understanding. Tip: If your email is lengthy, restate your apology at the end so it doesn't get lost. ⬆ Back to Contents 📣 9. Promote Our Blogs If a customer asks a general question (e.g. about tax returns, registered offices), include a relevant blog link for added value. Rapid Formations Blog 1st Formations Blog Quality Company Formations Blog Sharing blog articles reinforces our value and helps position us as experts. ⬆ Back to Contents ✍️ 10. Signing Off Emails Always close with a positive, welcoming line and the correct signature format. ✅ Final response line: Please do not hesitate to contact us should you require any further assistance. ✅ If unsure you've answered fully: If you need any clarification or further detail, we’ll be happy to help. ✅ Sign-off: Kind regards, Your system adds your name below, so don’t type it again manually. ⬆ Back to Contents 🔍 11. Multiple Questions & Exact Answers Make sure every specific question is clearly addressed. Avoid general answers that skip important points. 📌 Tips: Read the customer's message carefully. Use a separate paragraph to answer each distinct question. Don’t rely solely on templates — tailor your answers when needed. Review your message before sending to ensure it’s fully comprehensive. Half replies or vague summaries will result in more work, follow-ups, or bad reviews. ⬆ Back to Contents ✅ 12. Double-Checking Accuracy is everything. Take 15 seconds to double-check everything before you reply. Did you answer every part of the customer’s message? Did you paste the correct company name, reference, blog link, etc.? Does your tone match the situation (formal/informal)? You will be spot-checked on how well you apply this training. Think before you send. ⬆ Back to Contents 💬 13. Internal Acknowledgements When receiving emails from colleagues, always acknowledge them professionally — especially if a request requires action. Best practices: Reply promptly — even a quick “Thanks, I’ll pick this up now” is better than silence. Don't use emojis or overly casual comments in Zendesk replies. Use professional email tone, especially when senior staff are involved. Failure to respond = unnecessary chasing and delays. ⬆ Back to Contents 🚨 14. Complaints These must be handled carefully and quickly — they directly affect our reputation and customer loyalty. If you receive a complaint: Escalate to Shan Creed (Service Improvement Manager) or your manager without delay. If they’re unavailable, send a holding email and follow up persistently. Do not stop chasing until someone confirms that they are managing the case. When responding: Change the subject line if the original is aggressive or inappropriate. Remain calm and professional — even when the customer is not. Stick to facts and proactive solutions. Do NOT ignore or downplay customer complaints. These impact brand trust and Trustpilot scores. ⬆ Back to Contents 🎓 Thank you for following this guide — applying these standards consistently will ensure high-quality and professional customer interactions across our team.