55 Writing the Adjustment Letter You are on the receiving end of a justified complaint. You have to respond. How will you write the adjustment? What should you avoid saying? Let's look at how to set up a good adjustment letter. 1. First review the complaint and the action you are taking, making sure your response is appropriate. 2. Second, organize your letter the following way: a) Give the good news first or try to get in step with your reader, thanking him or her for his or her thoughtfulness or agreeing with one of the writer's comments. b) Explain the mistake. Don't blame employees; don't promise it won't happen again; don't say it was bound to happen. Just give a detailed explanation of the mistake. c) Show you appreciate the customer's actions on the complaint and keep goodwill by reselling your product and company. d) Make sure you don't apologize in the close because that just reminds the reader of the problem again. 3. Review your draft for tone (making sure it's not condescending), factual correctness, and mechanical/ sentence clarity. Then you are ready to send it out. Some examples of adjustment letters will help us see what these ideas look like in action. But first is the response letter to Karen Russ's complaint about having to pay the full store parking garage fee after she lost her validated ticket. Read it over and note the difficulties with tone and with missing information. 56 SMITH'S DEPARTMENT STORE 424 South Kansas Avenue Topeka, Kansas 66603 September 20, 1989 Karen L. Russ 12 NW Elm Topeka, KS 66606 Dear Miss Russ, I'm sorry to hear of the problems you've had recently in our garage. It's unusual that something of this nature crops up more than once. Because parking is at a premium in the downtown area, we find it necessary to charge a small fee to use our garage. As such, we have established rules for the operation of the garage. Rules which, as stated on the ticket, were automatically agreed upon when you accepted the ticket. These rules are posted at the entrance to the garage and on the ticket itself. The rule governing lost tickets was begun in order to decrease the number of missing tickets. It was our intention that such a rule would make people more conscious of their tickets so, among other things, they could receive validation for two hours free parking with a $5 purchase. Since the rule took effect, lost tickets have decreased by over 50 percent and more people have received free parking than ever before. Again, I'm sorry you've had such problems but rules such as those regarding lost tickets are what enable us to continue to provide convenient parking at a reasonable rate. Please find enclosed a voucher. Present it at our credit office on you're next trip to Smith's for a full cash refund. Should you have any further questions or comments feel free to contact me. Sincerely, Joe A. Barton Materials Handling Supervisor Joe Barton's first paragraph could be read as an insult to the reader with his reference to the "unusual" nature of the incidents. His second paragraph explains the situation and rules for parking. The third discusses the rationale behind the rules and their effect. The beginning of the fourth looks like a denial. At this point Karen Russ is probably feeling disap- pointed and frustrated. But wait! The second sentence in the final paragraph is the reward. A voucher is enclosed! By waiting to the end and lecturing the reader, the writer is showing his reluctance, his begrudgement at granting the adjustment. He is going to punish Karen Russ even though he is giving her a voucher. 57 Perhaps, the writer should either have denied Karen Russ' claim or granted it without excessive lecturing. A short first paragraph could thank the writer for bringing the problem to his attention and briefly explain the policy and benefits. A second paragraph could give the good news and a third could explain what Ms. Russ could do immediately should she lose her ticket again. A final paragraph could emphasize the store's service and convenience orientation and ask for questions. Such a response would front the good news, remove the excessive lecturing, and emphasize the positive. A second example is John Canon's response to a woman's complaint about charge rates for lost and found ads in a newspaper. TOPEKA CAPITAL-JOURNAL 616 Jefferson Topeka, KS 66604 November 13, 1990 Shirley Broadus 1701 Green Acres Topeka, KS 66604 ADJUSTMENT Thank you for your comments and suggestion on the rates for LOST ads running in the Topeka Capital Journal, Ms. Broadus. In spite of the varied rate structures, numbers of ads and procedures we deal with on a daily basis, we are always willing to listen and consider changes. Customers should make us aware of their ideas, and we appreciate those who take the time to do so. We felt that you made a valid suggestion and have as of today changed the rate for LOST ads. Our new policy on ads placed in this classification is the same as for our $3.00 "Action Ad." The cost, $3.00, will apply to ads paid for in advance, in person, by mail or charged to MASTER CARD or VISA card accounts. A check in the amount of $8.58, representing the difference in the $3.00 rate and the amount you paid for your ad, is enclosed. Thank you for allowing us to serve your advertising needs. John Canon Classified Advertising Mgr. 58 The beginning of this letter, with its thank you, sets a friendly and reader-oriented tone. The second paragraph follows up with the writer's willingness to listen to the reader's concerns. The rate change is stated in the next paragraph and then explained. The refund is given and the writer concludes with appreciation. Tone is friendly, even, and straightforward. As a whole, the letter leaves the reader pleased and confident, without the abrupt mood shift of the Barton letter discussed earlier. The next letter has a humorous context. It is in response to an Air Force claim letter requesting action on malfunctioning guidance systems in aircraft recently purchased. Meanwell International 1156 Big Bucks Avenue Oklahoma City, OK 73120 June 9, 1990 Lt. Jim Happleton Office of Nasty Accidents That Happen to What We Just Procured United States Air Force Pentagon Washington, D. C. 01234 ADJUSTMENT Lt. Happleton, we were so pleased to hear that you found our outdoor, fast drying, all season, latex Stealth paint to your satisfaction. In regard to the new Limphome Guidance Systems we installed in the X007 "Chickenfighter" aircraft that malfunctioned, fifteen new and improved systems have already been shipped from our warehouse and are in route to the requested hanger (COAT). Our Research Department here at Meanwell International analyzed the information you sent and came to the conclusion that the high level of chrome content in the spoke wheels was apparently responsible for the malfunction. During our phone conversation on June 7, 1990, you expressed the generals' desire was to retain the spoke wheels for the aircraft. In order to rectify the situation that occurred the last time your "Chickenfighter" aircraft left the ground, we are shipping to you fifteen new and improved Limphome Guidance Systems. One of the reasons they are new and improved, and a feature that should be of interest to you, is the addition of the Dolby Chrome Interference Reduction Diode. This will nullify the negative effect of the chrome in the spoke wheels. We appreciate your choice of Meanwell International to supply your fighter aircraft needs. Meanwell stands ready to offer its 59 Lt. Jim Happleton page 2 June 9,1990 state-of-the-art high technology to the service of our country. Please call me at (405) 977-4155 if you have any questions. Jon Hamilton Head Claims Adjuster The adjustment, in AMS format, begins by responding to a compliment the Air Force had made about new radar-absorbing Stealth paint and then fronts the adjustment, the shipping of new guidance systems. The next two paragraphs explain the problem and the measures taken to correct it. The close expresses appreciation, shows the company's service-orientation and gives the reader an opportunity for questions, including a contact number. Look over the following adjustment letters and discuss their strengths and weaknesses in format, tone, and structure. 60 Doe's Store 101 Kansas Topeka, KS 66603 May 8, 1990 Dawna Smith 222 Pennsylvania Topeka, Kansas 66605 Adjustment Mrs. Smith, I received a copy of your letter today outlining the problems you encountered when recently purchasing tents. I must apologize to you for the very poor service. With the system we have in place there should be no breakdowns of this sort. Not only did we fail to notify you on your rainchecks, but then mishandled the prices when you did get them. Thanks for taking the time to write and express your opinion. It will help us in our training process. I was also glad to read that you are shopping at Doe's again. We're dedicated to giving the best service in town and assure you this is not the usual way we treat our customers. Please accept our gift certificate for $50 to help apologize for inconveniencing you. We look forward to serving you much better in the future. J. Fleshman Store Manager ADJUSTMENT (Working Draft for Discussion)