Chapter 6
Routine
Messages
Routine messages
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Compose a routine request.
Compose a routine reply.
Compose a routine claim letter.
Compose a routine adjustment letter.
Compose a goodwill message.
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Routine Requests
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A request is routine if you anticipate that the
reader will do as you ask without having to be
persuaded.
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e.g., Product information
Uses direct plan
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Routine Requests cont.
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Present the major idea first
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Phrase: Direct question, statement, or polite request.
Clearly define what you want and phrase to get that
response.
Ask as few questions as possible, you are imposing on
the goodwill of the reader.
Arrange questions in logical order, word clearly, and limit
the content to one topic per question. In other words, no
multi-parts.
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Routine Requests cont.
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Explanation and Details
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Provide enough explanation and details so that the reader
can understand and respond to your request.
Remember reader benefits: The reader is more likely to
cooperate if you show how they will benefit from your
request.
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Routine Requests cont.
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Friendly close.
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Positive and friendly
Show appreciation
Be original
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Routine requests
• Main request and justification (e.g., about
banquet facilities)
• Explanation and details
• Friendly closing
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Routine request
Dear Mr. Peterson:
Subject: Request for Information About Banquet Facilities
Would you please provide information regarding your
banquet facilities.
We are considering holding our annual awards luncheon
for 265 of our personnel at your hotel on March 25. Our
decision will be based on answers to the following
questions:
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Routine request (cont’d)
1. Is your facility available from 9 a.m. until 3 p.m. on that
date? We will need the additional time for setup and
takedown.
2. Do you offer free use of audiovisual equipment? We
would need a color projector and screen. We would
supply the portable computer.
3. Do you have a variety of hot lunches that can be served
tableside for between $15 and $18, including tax and
gratuities?
Thank you for providing this information in time for us to
make our site selection by January 15.
Sincerely,
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Routine replies
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Provide the information requested in the
original message.
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Put the “good news or best news” first, where it will
receive the most attention.
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Answer promptly.
Answer all the questions in the order received, UNLESS a
different order makes more sense.
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Not: “We have received your letter dated…”
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Routine replies cont.
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Include other information if appropriate.
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Form letters are often used for this purpose.
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Be subtle, avoid exaggeration, and do not devote too
much space.
Body: Refer to any enclosures specifically to make sure
they are read.
Close on a positive, friendly note.
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Use original wording. Avoid cliches.
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Routine replies
• Best news or main idea
• Explanation and details
(e.g., types of lunch
served)
• Positive, original closing
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Routine reply
Dear Mr. Olson:
Subject: Hosting Your Awards Luncheon
We would enjoy hosting your awards luncheon on March
25. Our L’Enfant Room, which has a lovely view of the
Cleveland skyline, is available until 4 p.m. that day.
To offer round-the-clock service, we have contracted with
an outside firm to provide all audiovisual services for a
reasonable fee. You may make arrangements directly with
GuestServ by calling the company at 555-1086.
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Routine reply (cont’d)
For the health-conscious guest, we offer soup-and-salad
lunches for between $12 and $18. We also offer a hot
buffet line with your choice of two main dishes for between
$16 and $20. Hot meals served tableside begin at $21.75
for our popular braised chicken breast.
No matter what your choice, you will find that our facilities,
food, and service live up to the “Cleveland’s finest” label
recently awarded to us by Cleveland Monthly magazine.
Please call me at 555-3288 to let me know how we might
serve your organization.
Sincerely,
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Routine claim letters
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Written by a buyer or seller seeking some type
of action.
Differs from complaint letters
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Requests some type of adjustment (repair, replace,
refund, apology, etc.)
If you can reasonably expect your reader will
comply, then it is routine. In other words, you
do not need to persuade them.
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Routine claim letters
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Most companies make a genuine effort to settle
claims.
Dissatisfied customers tell many others.
Write your claim letter ASAP.
Write to customer service department first.
Be courteous and avoid personal, emotional
language.
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Routine claim letters
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Be specific, identify the problem.
Explain exactly what happened. Provide the
need background information.
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Dates, model numbers, copies of canceled checks, credit
card receipts, or other correspondence, etc.
What action do you want? If not sure, ask the
reader for a suggestion.
End on confident, positive note.
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Routine claim letters
• Identify the problem
(e.g., valet parking refund).
• Provide necessary details,
using objective, courteous
language.
• Ask confidently for action.
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Routine claim letter
Dear Mr. Pearson:
Subject: Request for Valet-Parking Refund
Would you please issue Franklin Associates a refund check
for $426 to fix an incorrect charge for valet parking at a
luncheon we held at the Berkshire on March 25.
We paid your Invoice 3042 for $8,012 with our Check No.
941386. Upon reviewing your invoice, however, I noted a
$426 charge for valet parking for 213 vehicles at $2 each.
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Routine claim letter (cont’d)
Our contract states that “complimentary valet parking will
be provided for all catered events with a total food and
beverage charge of at least $7,500.”
I have enclosed copies of your invoice, our check, and the
contract. Thanks for taking care of this matter and for a
truly memorable meal. Everyone is still talking about your
delicious mile-high pie.
Sincerely,
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Routine adjustment letters
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Responds to a claim letter.
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Businesses usually give customers the benefit of the
doubt.
Tone is crucial.
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Avoid a tone that is begrudging or resentful
Use positive or neutral language:
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Not: You claim that, or Your complaint is
Use: The situation
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Routine adjustment letters
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Give the good news first.
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Let the reader know right away that you are granting the
claim.
Remember, an apology is usually not necessary, unless a
customer has been severely inconvenienced and the
company is clearly at fault . Avoid repeating the apology.
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Routine adjustment letters
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Explanation
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Use sufficient detail to be believable, but don’t belabor the
reason.
Avoid negative language, blaming another, or the
“mistakes-will-happen” attitude.
Rebuild the customer’s confidence.
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Use specific language, include facts and figures.
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Routine adjustment letters
• Respond promptly, giving the good news up
front.
• Briefly explain what went wrong and how you
fixed the problem.
• Reestablish the customer’s confidence.
• Close on a confident, forward-looking note.
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Routine adjustment letter
Dear Mr. Olson:
Subject: Your Refund Check for $451.56
Thanks for giving us the opportunity to correct our bill. The
enclosed check for $451.56 represents a refund of the valet
parking bill of $426 plus $25.56 tax.
As you will remember, the day before your luncheon, you
gave us a head count of 268 guests, which resulted in a bill
of $7,420—below the $7,500 minimum for free parking.
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Routine adjustment letter (cont’d)
Although we were happy to accommodate the eight extra
guests who showed up without reservations, we
inadvertently failed to note that they brought your total bill
above the minimum required for free parking.
I appreciate your calling this matter to our attention, Mr.
Olson, and look forward to serving you and your colleagues
another slice of our famous mile-high pie in the near future.
Sincerely,
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Routine adjustment letters
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How do you explain when the customer is at
fault?
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Good news is still first.
Explain tactfully and impersonally how the
problem can be avoided in the future. If you
don’t explain, they will repeat the problem.
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Don’t lecture, or sound condescending.
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Routine adjustment letters
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The closing: End on a positive note.
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Don’t suggest future problems, or refer to this problem
again.
Imply a continuing relationship.
Possibly include sales promotions, but only if
you are sure that your adjustment has restored
the customer’s confidence.
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Goodwill messages
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Be prompt.
Be direct.
Be sincere.
Be specific.
Be brief.
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Congratulations
message via e-mail
CONGRATULATIONS! ‐ Message
Elinor Rhymes (erhymes@rcp.com
CONGRATULATIONS!
Dear Elinor:
Congratulations on your promotion to branch manager. I know that Eastern customers will be just as
delighted with your efficiency and responsiveness as I have been for the past four years.
I will certainly miss the personal touch you brought to your job, but I know that this promotion is an
important career move for you. Please accept my sincere best wishes for continued success.
Cordially,
Jacque
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Key terms
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adjustment letter
claim letter
direct organizational plan
form letter
goodwill message
indirect organizational plan
resale
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