In this article, I\u2019ll go \u00a0into why \u201cthank you for your patience\u201d falls flat and share eight smarter, more effective phrases to use in your emails when things go wrong<\/strong>.<\/p>\n I came out pretty strong against \u201cthank you for your patience\u201d in the intro to this article \u2014 even going as far as to say it\u2019s a net negative.<\/p>\n Why?<\/p>\n These are my four main reasons that phrase is a customer service death blow.<\/p>\n \u201cThank you for your patience\u201d\u00a0shifts responsibility for the slowness in fixing a customer\u2019s mistake from you to the customer<\/strong>.<\/p>\n It suggests they\u2019re<\/em>\u00a0supposed to be patient \u2014 even though they\u2019re the ones being inconvenienced.<\/p>\n It\u2019s a subtle way of telling them you expect them to accept the situation and placate your<\/em>\u00a0difficulties instead of addressing theirs.<\/p>\n \u201cThank you for your patience\u201d acknowledges there\u2019s a problem and a delay \u2014 but doesn\u2019t own up to it<\/strong>.<\/p>\n There\u2019s no real apology in the phrase, just a vague attempt to smooth things over. That can make customers feel like you\u2019re brushing off what they\u2019re experiencing \u2014 or even gaslighting them.<\/p>\n \u201cThank you for your patience\u201d\u00a0has been used so often, it\u2019s lost any credibility.<\/p>\n It doesn\u2019t feel personal or sincere. \u00a0Instead, it sounds like something copied and pasted from a script<\/strong>\u00a0\u2014 which makes customers feel like they\u2019re not being treated as individuals.<\/p>\n It also gives them no confidence you\u2019re actively working on their problem.<\/p>\n When you say, \u201cThank you for your patience,\u201d you\u2019re focusing on how the customer feels about the problem rather than addressing the problem itself<\/strong>.<\/p>\n It\u2019s like saying, \u201cLet\u2019s focus on your patience, not the thing we messed up.\u201d That\u2019s frustrating when all the customer really wants is a solution<\/strong>.<\/p>\n Before we dive into better ways to communicate about an unresolved customer issue, let\u2019s talk about what to avoid.<\/p>\n Even the most well-intentioned responses can fall flat if they\u2019re poorly phrased. Here are four common pitfalls<\/strong>\u00a0and why they, like \u201cthank you for your patience,\u201d can hurt more than they help.<\/p>\n Owning up to mistakes is important, but there\u2019s a fine line between maturely taking responsibility and painting yourself or your company as a failure<\/strong>.<\/p>\n You don\u2019t want to say \u201cI know we dropped the ball\u201d or \u201cI\u2019m so sorry we screwed this up\u201d \u2014 or even \u201cI\u2019m really really sorry.\u201d<\/p>\n You need to strike a balance between apologizing for a mistake without making the customer feel like you or your company is incompetent and\/or will make a habit of messing things up.<\/p>\n Over-apologizing or framing the issue as a major misstep can make the customer question their decision to do business with you.<\/p>\n Instead, acknowledge the problem plainly, apologize proportionally \u2014 and focus on the solution.<\/p>\n Passive language, like \u201cMistakes were made\u201d or \u201cThis issue is being worked on,\u201d dodges accountability and frustrates customers<\/strong>.<\/p>\n They want to know someone is actively handling their problem and passive voice shirks that responsibility.<\/p>\n Phrases like \u201cWe value your feedback\u201d or \u201cWe\u2019re sorry for any inconvenience caused\u201d sound robotic and insincere.<\/p>\n Customers don\u2019t want boilerplate cliches<\/strong>\u00a0\u2014 they want authentic, empathetic communication.<\/p>\n You need to replace canned responses with conversational language that feels personalized and genuine.<\/p>\n (Even better than language that \u201cfeels\u201d personalized and genuine? Language that is<\/em>\u00a0personalized and genuine.)<\/p>\n When customers feel unheard or dismissed, they check out. If you don\u2019t acknowledge a problem at all, they may lose trust in you<\/strong>\u00a0and take their business elsewhere.<\/p>\n Keep the focus on their experience and how you\u2019re actively working to make it better.<\/p>\n So are we all in agreement that your customers deserve more than a canned, overused phrase like \u201cthank you for your patience\u201d?<\/p>\n Great.<\/p>\n There are plenty of better ways to acknowledge an issue, show you care, and keep the conversation human<\/strong>.<\/p>\n Here are my hand-picked superior alternatives to “thank you for your patience” \u2014 and why they work.<\/p>\n Tone: <\/strong>Relatable and empathetic.<\/p>\n Why it\u2019s better: <\/strong>This phrase skips the corporate script and makes a real effort to connect.<\/p>\n By acknowledging your own experiences, you create a personal bond with the customer<\/strong>. It says, \u201cI get it because I\u2019ve been there,\u201d which makes the interaction feel human and not transactional.<\/p>\n With this phrase, you\u2019re not pretending to be perfect; you\u2019re matching your customer\u2019s energy and showing them you\u2019re on their side.<\/p>\n Example usage:<\/strong>\u00a0\u201cI know how frustrating this is (having been on the other side of this many times). I\u2019m making sure this gets taken care of quickly, and I\u2019ll let you know as soon as I have an update.”<\/p>\n Tone:<\/strong>\u00a0Grateful and contrite.<\/p>\n Why it\u2019s better: <\/strong>\u201cThank you for your patience\u201d assumes the customer is being understanding \u2014 and imposes that feeling on them.<\/p>\n \u201cThank you for giving me the time to work through this for you\u201d is a contrast to that. This phrase shifts from assuming the customer is being understanding to genuinely appreciating the time they\u2019re giving you<\/strong>.<\/p>\n It\u2019s respectful and acknowledges that their time is valuable. Plus, framing it as a request rather than an assumption makes it feel honest and collaborative.<\/p>\n Example usage:<\/strong>\u00a0“Thank you for giving me the time to work through this with you. I know this isn\u2019t ideal, and I want to make sure we get it right. I\u2019ll follow up with you as soon as I have an update.”<\/p>\n Tone:<\/strong>\u00a0Apologetic and appreciative.<\/p>\n Why it\u2019s better:<\/strong>\u00a0This phrase strikes a balance by acknowledging the mistake without exaggerating its severity<\/strong>. It pairs the apology with gratitude, showing the customer that you\u2019re taking responsibility while valuing their patience.<\/p>\n Notice we\u2019re not saying \u201cI\u2019m sorry this happened.\u201d That\u2019s using passive voice, which sends the message of shirking responsibility.<\/p>\n Also, I like this phrase because it subtly suggests that the customer not<\/em>\u00a0take their business elsewhere. We\u2019re always trying to reduce the risk of a customer leaving because of a slow service interaction.<\/p>\n Example usage:<\/strong>\u00a0“I\u2019m sorry we didn\u2019t get this right, and I appreciate you sticking with me while I sort it out. I\u2019ll keep you updated as I work on getting this resolved for you.”<\/p>\n Tone:<\/strong>\u00a0Proactive and solution-focused.<\/p>\n Why it\u2019s better:<\/strong>\u00a0This phrase skips past excuses and focuses on action.<\/p>\n It reassures the customer that you\u2019re actively working on the problem, keeping the emphasis on resolving their issue quickly and effectively.<\/p>\n Notice it doesn\u2019t have an apology. That\u2019s ok \u2014 because a direct action plan without an apology is <\/strong>more<\/strong><\/em>\u00a0desirable than no action plan with an apology<\/strong>.<\/p>\n Example usage:<\/strong>\u00a0“Here\u2019s what I\u2019m doing to fix this for you: I\u2019ve already reached out to our support team, and they say they\u2019ve found the issue and they\u2019re working on it. I\u2019ll follow up with you as soon as I have an update.”<\/p>\n Tone:<\/strong>\u00a0Reassuring and transparent.<\/p>\n Why it\u2019s better:<\/strong>\u00a0This phrase reassures the customer that their issue is being taken seriously and communicates transparency by promising updates.<\/p>\n It avoids generic platitudes<\/strong>\u00a0and focuses on keeping the customer informed.<\/p>\n Saying \u201cI\u2019ve made this a priority\u201d is sneakily better than saying \u201cWe\u2019re making this a priority.\u201d<\/p>\n One, by going with \u201cI\u2019ve\u201d and not \u201cwe\u2019re,\u201d it reassures the customer that you are personally doing something, this isn\u2019t an issue that\u2019s lost in the bureaucratic morass.<\/p>\n And two, by going with \u201cmade\u201d instead of \u201cmaking,\u201d you show that you\u2019re already in the process of taking decisive action \u2014 it\u2019s not just something you\u2019re starting now.<\/p>\n Example usage:<\/strong>\u00a0“I\u2019ve made this a priority and I\u2019ll keep you updated as we move forward. If there\u2019s anything specific you\u2019d like me to address in the meantime, let me know.”<\/p>\n Tone:<\/strong>\u00a0Honest and reassuring.<\/p>\n Why it\u2019s better:<\/strong>\u00a0This phrase acknowledges the customer\u2019s frustration without getting too exaggerated with remorse.<\/p>\n It shifts the focus to your commitment to solving the problem<\/strong>, offering both honesty and reassurance in a way that feels personal and proactive.<\/p>\n Example usage:<\/strong>\u00a0“I know this isn\u2019t ideal, and I\u2019m committed to making it right. I\u2019ve already started looking into this and will update you as soon as I have more information.”<\/p>\n Tone:<\/strong>\u00a0Collaborative and proactive.<\/p>\n Why it\u2019s better:<\/strong>\u00a0This phrasing acknowledges the delay in a way that feels mutual, showing you\u2019re on the customer\u2019s side.<\/p>\n It avoids putting the burden on them while emphasizing your active effort to fix the problem<\/strong>.<\/p>\n Yes, perhaps it seems a tiny bit like you\u2019re throwing someone else on your team under the bus \u2014 but that just helps build your rapport with the customer even more.<\/p>\n Example usage:<\/strong>\u00a0“I know this is taking longer than either of us expected, and I\u2019m doing everything I can to get it resolved. I\u2019ll keep you updated as I make progress, and feel free to reach out if there\u2019s anything else on your mind.”<\/p>\n Tone:<\/strong>\u00a0Reassuring and customer-focused.<\/p>\n Why it\u2019s better:<\/strong>\u00a0This is a good way to give an excuse for the delay. See: You\u2019re not trying to just get their problem solved quickly, you\u2019re trying to get it solved right<\/strong>.<\/p>\n That\u2019s<\/em>\u00a0why it\u2019s taking so long. Yeah\u2026 that\u2019s the reason.<\/p>\n Example usage:<\/strong>\u00a0“I want to make sure this gets resolved the right way for you. I\u2019m following up with our team now and will let you know as soon as we\u2019ve made progress.”<\/p>\n Regardless of which<\/em>\u00a0better alternative you pick to \u201cthank you for your patience\u201d \u2014 make sure you\u2019re sending your messages to customers with the best possible email platform.<\/p>\n So\u2026 please allow me to introduce you to GMass.<\/p>\n If you\u2019re not familiar, GMass is a complete email sending platform that works inside<\/em>\u00a0of your Gmail or Google Workspace account.<\/p>\n GMass is a Chrome extension that quite literally transforms Gmail into an outreach, email marketing, and mail merge platform<\/strong>.<\/p>\n So when you\u2019re reaching out to customers, you can use GMass\u2019s Google Sheets mail merge<\/a>\u00a0features for an extra dose of personalization<\/a>.<\/p>\n (Imagine how good your customer service emails will be when you can mail merge in details about their case?)<\/strong><\/p>\n And then, track things like opens and responses<\/a>\u2026 add simple email polls<\/a>\u2026 add in plain-text auto follow-ups<\/a>\u2026 and\/or even A\/B test<\/a>\u00a0your rephrased version of \u201cthank you for your patience.\u201d<\/p>\nThank You For Your Patience: Table of Contents<\/h2>\n
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4 Reasons Why Your Customers Hate \u201cThank You For Your Patience\u201d<\/h2>\n
It puts the burden on the customer<\/h3>\n
It recognizes inconvenience without being contrite<\/h3>\n
It\u2019s totally hollow<\/h3>\n
It focuses on the customer\u2019s reaction to the issue, not resolving the issue<\/h3>\n
What to Avoid In Alternative Apology Phrases You Might Pick<\/h2>\n
Admitting too much failure<\/h3>\n
Using passive voice<\/h3>\n
Falling into clich\u00e9s and corporate speak<\/h3>\n
Glossing over the mistake as if it never happened<\/h3>\n
8\u00a0Better Options Than “Thank You For Your Patience”<\/h2>\n
1. “I know how frustrating this is (having been on the other side of this many times).”<\/h3>\n
![\"Understanding](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2025\/07\/thankyouforyourpatience-frustrating.png\")
<\/figure>\n2. “Thank you for giving me the time to work through this for you.”<\/h3>\n
![\"Thanks](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2025\/07\/thankyouforyourpatience-givingmetime.png\")
<\/figure>\n3. “I\u2019m sorry we didn\u2019t get this right, and I appreciate you sticking with me while I sort it out.”<\/h3>\n
![\"Apologies](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2025\/07\/thankyouforyourpatience-apology.png\")
<\/figure>\n4. “Here\u2019s what I\u2019m doing to fix this for you.”<\/h3>\n
![\"How](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2025\/07\/thankyouforyourpatience-howimfixing.png\")
<\/figure>\n5. “I\u2019ve made this a priority and I\u2019ll keep you updated as we move forward.”<\/h3>\n
![\"Making](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2025\/07\/thankyouforyourpatience-priority.png\")
<\/figure>\n6. “I know this isn\u2019t ideal, and I\u2019m committed to making it right.”<\/h3>\n
![\"Acknowledging](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2025\/07\/thankyouforyourpatience-ideal.png\")
<\/figure>\n7. “I know this is taking longer than either of us expected, and I\u2019m doing everything I can to get it resolved.”<\/h3>\n
![\"Taking](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2025\/07\/thankyouforyourpatience-takinglonger.png\")
<\/figure>\n8. “I want to make sure this gets resolved the right way for you.”<\/h3>\n
![\"Making](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2025\/07\/thankyouforyourpatience-resolvedrightaway.png\")
<\/figure>\nHere\u2019s the Best Way to Email Your Customers<\/h2>\n
![\"GMass](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2025\/07\/thankyouforyourpatience-gmass.png\")
<\/figure>\n![\"How](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2025\/07\/thankyouforyourpatience-sendatscale.png\")
<\/figure>\n