Automatic replies that don’t feel automatic

A short guide to replying to people like a person.

Amy Leak
UX Collective
Published in
3 min readApr 18, 2019

Today I was reminded of how bad automatic replies can be.

I’d found myself in an unsafe situation, which service staff had contributed to. I wrote to the service via Twitter, receiving this automatic reply.

Message that reads “Hi there. I’m really sorry to hear about your experience today. I will get this information passed on to be looked into. Thanks for getting in touch with us.”

After my “experience”, this message didn’t make me feel any better. It felt impersonal, vague and a bit blasé.

Ok, so I’m not going to name names. That’s not my style. But what I will do is write a short guide on crafting good automatic replies. And I’ll try not to be passive aggressive about it. Promise.

But first, give a shit.

Before we get into the writing bit, I ask for you to give a shit. Whether you’re replying to a question, complaint or call for help, give a shit.

People who use your service or product need to feel like someone’s listening. Consider how they might feel. If you don’t, you’re at risk of dehumanising them. It’s easily done, but it’s also really easy to avoid.

Categorise messages

When it comes to automatic replies, there is no ‘one size fits all’ approach.

Have more than one automatic reply. Categorising messages will help you identify which one you should send. You might do this by topic, severity or the department it relates to. Keywords will help, whether your process is manual or automatic.

Categorising will help you get the tone of voice right too. A light-hearted, chirpy tone might work in some situations, but it could be patronising in others.

Being more specific where you can means more direct, personal and empathetic replies. And this means happier users and customers.

Use direct address

If you have access to someone’s name, username or display name, use it.

My “Hey there” greeting felt sloppy when the service had access to my name, and Twitter handle at the very least.

Directly address your user or customer to reassure them that someone is on the other end. They’ve made it personal by writing to you, so give a little back.

Take responsibility

In this moment, you represent the service or product you work for, so own it.

Use first person pronouns such as “I” or “we”. Never detach yourself by talking about your company in the third person. It can feel like you’re shifting the blame.

Take responsibility where you can, saying sorry where it’s due. Be sincere. Always apologise as a verb rather than a noun by opting for “we apologise” or “we’re sorry” over “our apologies”.

Use active sentences to show intent. “I will get this information passed on” is passive, shrugging off responsibility. “I will pass this information on” has more conviction. Let your user or customer know you’re going to do something.

Reaffirm values

Reaffirming values at this stage gives you the opportunity to harness positive emotions.

In my case, my safety was at risk. Categorising messages could’ve meant the reply acknowledged my situation. For example “Keeping you safe is our priority” would have reassured me that the company cares.

There are occasions where accepting blame can make a company vulnerable. And so reaffirming values gives the ability to show care without accepting all the blame.

Plan to resolve

People get in touch looking for a resolution. Be direct and clear about what happens next.

You’re coming to the end of your reply. What does the user or customer need from you? Commit to answering any relevant questions about what happens next:

  • What will you do in light of their message?
  • When will it happen?
  • Does the user or customer need to do anything?
  • Is there anyone else they can contact?
  • How might they pursue further action?

Finally, sign off. Keep it warm. Be human. Say thank you.

Key takeaways

Ok, so we can’t reply to every person on an individual basis. But what we can do is structure and organise a reply system that makes it feel like we do.

So, remember to:

  • Categorise messages
  • Use direct address
  • Take responsibility
  • Reaffirm values
  • Plan to resolve

Published in UX Collective

We believe designers are thinkers as much as they are makers. Curated stories on UX, Visual & Product Design. https://linktr.ee/uxc

Written by Amy Leak

UX Writer for the BBC spending everyday looking for the right words.

Responses (2)

What are your thoughts?

Maybe it’s just me, but I prefer automated messages not to try to impersonate a human.
I’d be happy if it said something like “Your complaint has been logged. Your reference number is XXXXX. This is an automated reply.” rather than “Hi Abcd, I read…

Well compiled guide to address the Customers in a “not so automated way”. I think currently these mundane replies are being utilized mostly by the Chatbot/ Macros industry. When we are not able to provide the user with the required resolution, it…