大部分公司对于合理的索赔和投诉都会给予肯定的答复。通常公司是欢迎顾客的投诉的，这样它们就可以知道产品或是服务都有哪些不足，从而改善和提高。答复投诉和索赔信应遵循下面几个原则：
1. Reveal at the beginning that the claim is being granted.
2. Explain the circumstances.
3. Close courteously and positively.
当卖方是错误发生的责任方时，卖方在答复中需要解释清楚错误情形。如果不解释清楚，买方就会认为当前的交易不是一桩好买卖，可能会转而寻找其他卖家。如果解释过于庞杂，买方可能没有兴趣看或是认为卖方业务运作过于复杂。因此在解释错误原因时说清楚主要的几点即可。
承认错误后还应承诺改正错误和改善以后的工作。这是重新赢得客户信任的一个重要步骤。注意：可别说以后再也不会犯错，因为错误是不可避免的。
最后，还要表示继续合作的希望。毕竟，要赢得客户并不容易，所以要维护好客户以免流失。
下面是一封对索赔和投诉的肯定回复。由于是卖方发错货，我们来看看卖方是怎么答复的：
Dear Customer
Re: SMG - 75 Household Electric Appliances
Immediately after we received your letter we dispatched two cases of the correct SMG - 75 Household Electric Appliances by S. S. Shunfeng which left for your city on March 20. They are expected to reach your center warehouse by the end of April.
Every individual product or service of our company is fully guaranteed, and we are glad to make this adjustment for you. Thank you for writing us so promptly.
The mistake occurred as a result of staff shortage during an unusually busy season. Through an oversight the wrong goods were sent. We wish to express our concern for the inconvenience caused to your clients.
The SMG - 75 Household Electric Appliances you will receive are new on the market. Their arrival will make performance a pleasure for your customers.
Enclosed is the latest catalog of other electric goods. Each of our products carries an absolute five-year warranty. If you feel interested in anything, please let us know. You will earn a special discount of two percent, provided that we receive your order by May 15.
As to the goods you originally received, please send them back to our address by the first available ship, freight forward.
Thank you again for your cooperation.
Truly yours
当买方是错误发生的责任方时，一封措辞恰当的回复就更有必要。通常卖方也会满足买方提出的要求，毕竟客户是他们生意的根本。因此卖方必须尽快礼貌地回复、并说明他们不是问题的责任方。
在回复的时候，如果确定要同意对方的要求，就应该先表示对要求的同意，然后说明责任是在买方。最后还是要表示继续贸易往来的愿望。切记不可以这样说：We are granting your request but we want you to know we don't have to. 这比拒绝要求更糟糕。
下面是答复这类索赔和投诉信应遵循的原则：
1. A statement granting the claim graciously.
2. A statement referring to the specific transaction.
3. A statement explaining tactfully and discreetly how the buyer is at fault. Take care to avoid causing him or her "losing face".
4. A sales appeal, if appropriate.
5. A friendly close.
下面是一封对此类索赔和投诉信的回复：
Dear Mr. Cooper
You will be enjoying new engines which we delivered to you yesterday. They will reach you no later than August 10.
We received your letter of July 30 in which you requested that we replace two MG - 02A diesel engines with two MG - 02B units. We are sorry to learn that the MG - 02A engines which we shipped to you on June 6 did not prove satisfactory.
Our representative looked into the matter immediately with our chief engineer in your city because we are always desirous of furnishing our customers with the best and most efficient machines. They found that a MG - 02B engine is recommended to be used for your particular diesel generating set. Apparently this must have been overlooked by some people in your firm when MG - 02A units were ordered.
Of course, we realize that sometimes an incident such as this occurs and we are sending the engines you requested. We are sure that the newly delivered models will meet your satisfaction and offer you the most efficient performance of your diesel generating sets.
Please send back the original units by the first available vessel. If we can assist you in any way in future, please let us know.
Sincerely yours