Adjustment Letter Assignment (8.4) Write an letter response for the saggy painting case. The pattern you would follow for the case is as follows: 1. Grant the adjustment: Open directly and give the reader whatever you feel they might be seeking—in this case, it would be the offer to pay for re-stretching the canvas. However, you’d also need to persuade the reader to accept your reasons for not replacing it. (see page 214 and 215). 2. State the reasons for the problem: tell the reader what the problem was or what went wrong and why. While we don’t know for sure in this case, the assumption is something went wrong in shipping—perhaps the painting was shipped flat and something was put on top of it. 3. State what you do or will do in the future to prevent the problem: Since you’re trying to rebuild the customer’s confidence in your product, highlight the steps you take to prevent these sort of occurrences, and use them to back up your assurance that this is very rare. 4. Close positively: do not refer the reader back to the original problem in the closing. Thank them for bringing the problem to your attention and look forward to doing future business with them (see page 217 for some effective closings for business letters.) You also would need to give them the address for mailing in the check and invite feedback. Before submitting the assignment, make certain to do the following: 5. Follow the letter format: Make certain your letter includes an effective subject line, an opening salutation, and a complimentary closing. The format can be found on page 207 in the book. 6. Proofread closely and evaluate: Make certain it has no typos, punctuation or grammar mistakes. Consider whether it will win back the customer. Does it make a persuasive case for why you should trust the business in the future? 7. Evaluate the tone: is it sender focused or reader focused? Is it negative or positive? Be sure it’s sender focused and free of negativity. Remember to maintain a personal and conversational tone. You want to sound like it’s you writing and not a computer. lobbantematon se reputation on ground temporary when a scheduling morsank one couples plans for romantic Honeymoon cruise The action company alternate angements so went adrift when representatives Diled to of the newlyweds about their rescheduled trip. Although the newlyweds eventually received a $100 voucher from Royal Caribbean for a future cruise, the couple was disappointed that Royal Caribbean inal apology letter wasn't accompanied by af refund. What are the key ents of an elective adjustment LEARNING OBJECTIVE 6 When a company responds favorably to a customer's dain the response is called an djustment to replace Adjustments Even the best-run and best-loved businesses occasionally receive claims or complaints from consumers. When a company receives a claim and decides to respond favorably, the letters called an adjustment letter. Most businesses make adjustments promptly they replace mer chandise, refund money, extend discounts, send coupons, and repair goods. Businesses make favorable adjustments to legitimate claims for two reasons. First, consumers are protected by contractual and tort law for recovery of damages." If, for example, you find an insect in a pack it. If you suffer injury, the processor may be liable for damages. Second, and more obviously, most organizations genuinely want to satisfy their customers and retain their business. To compete globally and to pump up local markets, most businesses today honestly want to please their customers. Retaining current customers is enormously important. Asur vey of financial services companies revealed that the average cost to retain a customer was $57. The cost to recruit a new customer was In responding to customer claims, you must first decide whether to grant the claim. Un excessive, you will probably grant it. When you say yes, your adjustment letter will be good news to the reader. Deliver that good news by using the direct pattern. When your response is no, the indirect pattern might be more appropre ate. Chapter 10 discusses the Indirect pattern for conveying negative news, Favorable responses to claims follow the direct pattern norable responses follow the indirect pattern Adjustment letters seek to ght wrongs, regain customer confidence and promote further business You have three goals in adjustment letters: • Rectifying the wrong, if one exists • Regaining the confidence of the customer • Promoting further business Revealing Good News in the Opening Instead of beginning with a review of what went wrong, present the good news immedi- ately. When Amy Hopkins responded to the claim of customer Sound Systems, Inc, about Sound Systems had apparently provided the wrong shipping address, and the goods were a missing shipment, her first draft, shown at the top of Figure 8.7, was angry. No wonder returned. Once Amy and her company decided to send a second shipment and comply with Chapter 8: Positive Letters and Message estment Letter nt DRAFT Fails to reveal good news immediately blames customer Creates ugly tone negative words and sarcasm Geen In response your compas Guit voor me when we have Address Our Invinto your pet and It was my swetha Ang to the wrapper's records, wat sove on your sty: 3000 Unversity Ave, P, M5116 Unfortunately that would try so shape war from your your company has now there, we do could have delivered to spett Althou we feel that it is my sport to you see and resting for and protone, in this instance we will see those. We hope this seconds finally catches up to your current Sounds grudging an reluctant in grantin claim Binderely Amy Hopkins REVISION Ew ELECTRONIC WAREHOUSE 930 Abo Park Place Providence, RI 02903-5300 February 21, 2009 Phone: 0.00 F.COM www. Mr. Jeremy Garber, CRO Sound Systems, Inc. 2293 Second Avenue St. Paul, MN 55120 Dear Mr. Garber Subject: Your February 14 Letter About Your Purchase Order You should recelve by February 28 a second shipment of the speakers, DVDs, headphones, and other electronic equipment that you ordered Uses customer's name in salutation January 20 Announces good news Immediately The first shipment of this order was delivered January 28 to 3890 University Avenue, St. Paul, Minnesota 56114. When no one at that address would accept the shipment, it was returned to us. Now that I have your letter, I see that the order should have been sent to 2293 Second Avenue, St. Paul, Minnesota 56120. When an order is undeliverable, we usually try to verify the shipping address by telephoning the customer. Somehow the return of this shipment was not caught by our normally painstaking shipping clerks. You can be sure that I will investigate shipping and return procedures with our clerks immediately to see whether we can improve existing methods Regains confidence of customer by explaining what happened and by suggesting plans for Improvement Your respect is important to us, Mr. Garber. Although our rock-bottom discount prices have enabled us to build a volume business, we don't want to be so large that we lose touch with valued customers like you. Over the years our customers' respect has made us successful, and we hope that the prompt delivery of this shipment will retain yours. Please call me at (401) 878-8201, Ext. 40, if I can serve you personally. Closes confidently with genuine appeal for customer's respect Sincerely, Amy Hopkins Amy Hopkins Distribution Manager c: David Cole Shipping Department 215 8: Positive Letters and Messages the ces у 10 you claim) Awolde Wool, w we information values come convence g e People like to hear apologies, as the western vows the way of the writer, and acts as a form of psychological compensation Dock familiar phrase, I'm sorry for any inconvenience we may have couve month You Were sorry you didn't receive better service, or your right to be appointed out insincere. Instead, try something like this: We understand the frustration delay has come that an apology is appropriate, do it early and buy You will en worden apologies in Chapter 10 when we discuss negative meses The primary focus of an adjustment letters on ww you me comply with how the problem occurred, and how you are working to prevent is reece Using Sensitive Language The language of adjustment letters must be particularly sewive, because women are already upset. Here are some don'ts: • Don't use negative words (trouble, regret, misunderstanding, foultro, inconvenience . Don't blame customers even when they may be fouin • Don't blame individuals or departments within your organization's professional . Don't make unrest promises you can't guarantee that the won will never reco a product's features and any special applications that night appeal to the read. Promove To regain the contence of your reader consider including resale Indomation Describe new product if it seems appropriate. Showing Confidence in the Closing End positively by expressing confidence that the problem has been resolved and Ainued business relations will result. You might mention the product a favorable, with apprention, suggest a new product, express your appreciation for the customer's business, on coate thanks to future business. It's often appropriate to refer to the desire to be of service and to say is, the promotion of customers. Notice how the following closings Wustrate a positive, confident tone You were most helpful in informing us of this situation and permitting us to correct it. We appreciate your thoughtfulness in writing to us. Thanks for writing. Your satisfaction is important to us. We hope that this refund check con vinces you that service to our customers is our No. 1 priority. Our goals are to com your con fidence and continue to justify that confidence with quality products and excellent service, Your flat panel Inspiron 1200 Notebook will come in handy whether you're working at home or on the road. What's more, you can upgrade to a 17-inch display for only $100. Take a look at the enclosed booklet detalling the big savings for essential technology on a budget. We value your business and look forward to your future orders. Although the direct pattern works for many requests and replies, It obviously won't work for every situation. With more practice and experience, you will be able to alter the pattern and apply the writing process to other communication problems e Canad past bus, desire to be new product Goodwill Messages Many communicators are intimidated when they must write goodwill messages express LEARNING OBJECTIVE ny thanks, recognition, and sympathy. Finding the right words to express feelings is of Write special menos that come dans more difficult than writing ordinary business documents. That is why writers tend to winter and gotin procrastinate when it comes to goodwill messages. Sending a ready made card or picking vo the telephone is easier than writing a message. Remember, though, that the personal intiments of the sender are always more expressive and more meaningful to readers han are printed cards or oral messages. Taking the time to write gives more importance to our well wishing, Personal notes also provide a record that can be reread, savored, and 217 wred People like to hear apologies. It raises the testeem, shows the humidity of the psychological compensation Dont bowever fall back on the writer, and acts as a form of familiar phrase, I'm sorry for ny inconvenience we may have caused. It sounds mechanical and you. We're insincere. Instead, try something like this: We understand the frustration ou delay has coused you didn't receive better service of You're right to be disappointed you feel that an apology is appropriate, do it early and briefly. You will learn more about eng apologies in Chapter 10 when we discuss negative messages The primary focus of an adjustment letter is on how you are complying with the request, how the problem occurred, and how you are working to prevent is recurrence re sorry Using Sensitive Language The language of adjustment letters must be particularly sensitive, because customers are already upset. Here are some don'ts: • Don't use negative words trouble, regret, misunderstanding, foult, error, inconvenience. you claim). Don't blame customers—even when they may be at fault. Aviding the langer tais custom eleinformation build customer . Don't blame individuals or departments within your organization it's presional • Don't make unrealistic promises, you can't guarantee that the situation will never recut To regain the confidence of your reader, consider including resale information. Describe aproduct's features and any special applications that might appeal to the reader. Promitea new product if it seems appropriate be An Showing Confidence in the Closing End positively by expressing confidence that the problem has been resolved and that con tinued business relations will result. You might mention the product in a favorable light with Cose and suggest a new product, express your appreciation for the customer's business, or anticipate future business. It's often appropriate to refer to the desire to be of service and to satisfy northern customers. Notice how the following closings illustrate a positive, confident tone new product You were most helpful in informing us of this situation and permiting us to comect it. We appreciate your thoughtfulness in writing to us. Thanks for writing. Your satisfaction is important to us. We hope that this refund check.com vinces you that service to our customers is our No. 1 priority. Our goals are to earn your con fidence and continue to justify that confidence with quality products and excellent service Your flat panel Inspiron 1200 Notebook will come in handy whether you're working at home ar on the road. What's more, you can upgrade to a 17-inch display for only $100. Take a look of the enclosed booklet detailing the big savings for essential technology on a budget. We value your business and look forward to your future orders. Although the direct pattern works for many requests and replies, it obviously wont e and apply the writing process to other communication problems. for every situation. With more practice and experience, you will be able to atter the Goodwill Messages LEARNING OBJECTIVE banks, recognition, and sympathy. Finding the right words to express feelings is of communicators are intimidated when they must write goodwill messages express rate when it comes to goodwill messages. Sending a ready-made card or picking difficult than writing ordinary business documents. That is why writers tend to ents of the sender are always more expressive and more meaningful to renders lephone is easier than writing a message. Remember, though that the personal printed cards or oral messages. Taking the time to write gives more importance wishing Personal notes also provide a record that can be reread savored and
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