If you choose to grant the claim you can open with

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Unformatted text preview: our customer—as well as many of the customer’s friends and colleagues, who will hear only one side of the dispute. You must weigh the cost of making the adjustment against the cost of losing future business from one or more customers. If you choose to grant the claim, you can open with the good news: You’re replacing the merchandise or refunding the purchase price. However, the body needs more attention. Your job is to make the customer realize that the merchandise was mistreated, but you want to avoid being condescending (“Perhaps you failed to read the instructions carefully”) or preachy (“You should know that wool shrinks in hot water”). The dilemma is this: If the customer fails to realize what went wrong, you may commit your firm to an endless procession of returned merchandise; but if you insult the customer, your cash refund will have been wasted because you’ll lose your customer anyway. Close in a courteous manner that expresses your appreciation for the customer’s business (see Figure 8.7). 46053 C PHNJ B&E A B PN 22 C/M/Y/K DESIGN SERVICES OF M09_BOVE5352_09_SE_C08.QXD 228 PART 3 5/17/07 12:59 PM Page 228 Crafting Brief Messages F...
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