- What your agent writes
- Replies about refunds, delays, and how-to questions.
- Who owns the standard
- Head of Support and Head of Brand
Rules that usually apply
These are examples to adapt. Write your own rules in plain language, or use public rules, and every agent reads the same rule.
Email tone
The reply is calm and plain, with no exclamation marks and no filler openings.
Promises
The reply promises no date or outcome that the support team does not control.
Next step
The reply names the next step and who takes it.
Brand guidelines
The reply signs off with the team name and contains no sales language.
What a critique looks like
Sample critique. Illustrative data written by Vindex. Not a customer result.
An agent drafts a reply to a customer asking when a refund will arrive.
One call checks the rule set “Support email standards”: Email tone, Promises, Brand guidelines.
Attempt 1
Agent output
Hi Dana, Thanks so much for reaching out! I totally understand how frustrating this must be. We guarantee your refund will be in your account by Friday, and we'll make sure nothing like this ever happens again. Let me know if there's anything else I can do! Acme Support
Result for each rule
- Email tone v2Fail
- “Thanks so much for reaching out!”
- “Let me know if there's anything else I can do!”
- Promises v4Fail
- “We guarantee your refund will be in your account by Friday”
- “we'll make sure nothing like this ever happens again”
- Brand guidelines v7Pass
Rule set: Fail (failed: Email tone, Promises)
val_sample_0001 · attempt 1 · 411 credits left
Attempt 2
Agent output
Hi Dana, Thanks for getting in touch. Your refund of $84.00 was approved today. Refunds usually reach the original payment method within 5 to 10 business days, and your bank sets the final timing. If it has not arrived after 10 business days, reply to this email and I will escalate it. Acme Support
Result for each rule
- Email tone v2Pass
- Promises v4Pass
- Brand guidelines v7Pass
Rule set: Pass
val_sample_0002 · attempt 2 · 410 credits left