978-1285094069 Chapter 8 Lecture Note

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Chapter 8 LECTURE NOTES

Positive Messages

CHAPTER SYNOPSIS

Positive messages—whether e-mails, memos, or business letters—carry important, but usually

routine information. In this chapter students will learn to apply the 3-x-3 writing process to

positive messages that are intended for both internal and external audiences. Students will also

learn when and how to respond to customer comments online.

E-mail is appropriate for short, informal messages for both internal and external audiences.

Memos are appropriate for internal messages that are important, lengthy, or formal. Business

letters are appropriate for external messages that business communicators send to customers,

vendors, government officials, and others. Letters are important when a permanent record is

required, when confidentiality is critical, when formality or sensitivity is essential, and when a

persuasive presentation is important.

Positive messages are those that follow the direct strategy because the sender expects the

response to be receptive or neutral. Therefore, most positive messages begin with the good news

or neutral news immediately. In this chapter students will learn to write direct messages that

request action or information, respond to requests, and write step-by-step instructions. Students

will also develop skill in listening and responding to customer online messages. In addition,

students will learn how to make claims, write adjustment messages, and goodwill messages.

LEARNING OBJECTIVES

1. Understand the channels through which typical positive messages travel in the digital era—

e-mails, memos, and business letters—and apply the 3-x-3 writing process.

2. Compose direct messages that make requests, respond to inquiries online and offline, and

deliver step-by-step instructions.

3. Prepare contemporary messages that make direct claims and voice complaints, including those

posted online.

4. Create adjustment messages that salvage customers’ trust and promote further business.

5. Write special messages that convey kindness and goodwill.

WHAT’S NEW IN THIS CHAPTER

Justified the legitimate uses of business letters to provide guidance about when hard-copy

correspondence is appropriate even in the digital era.

Updated the discussion of typical positive messages to reflect current usage, and also

introduced a discussion of customer online comments and guidelines for responding to online

posts.

Expanded the coverage of goodwill messages to include recognizing employees for their

contributions to address this important type of employee acknowledgment.

Added a section about whether e-mail, the ever-growing office communication tool, is

appropriate for goodwill messages.

Provided a revision document and an end-of-chapter activity that focus on social media posts

to allow students to practice their professional social networking skills on authentic digital

documents.

Created 70 percent new end-of-chapter activities, including digital messages, to help students

develop their business communication acumen using real-life business scenarios.

LECTURE OUTLINE

I. Positive Messages and the Writing Process (p. 245)

PowerPoint slides 1, 2

Phase 1: Analysis, Anticipation, and Adaptation. Determine your purpose,

visualize your audience, and anticipate the reaction to your message.

Phase 2: Research, Organization, and Drafting. Collect information and make a

list of the points you wish to cover.

Phase 3: Editing, Proofreading, and Evaluating. Revise for clarity and proofread

for correctness.

Figure 8.1 Direct Letter Welcoming Customer—Block Style

Figure 8.2 Applying the Writing Process to a Direct Request E-Mail

PowerPoint slides 3-10

II. Typical Request, Response, and Instruction Messages (p. 249)

A. Creating Request Messages

Start with the main idea first.

Start with a question or a polite command.

Provide details of the request in the body of the message.

Close with appreciation and a call for action.

PowerPoint slides 11-17

B. Responding to Requests

Start with an effective subject line.

In the first sentence of a direct reply e-mail, deliver the information the reader

wants.

In the body of the response, supply explanations and additional information.

Try to promote the organization and products.

In concluding a response message, refer to the information or to its use.

Figure 8.3 Customer Response E-Mail

PowerPoint slides 18-21

C. Checklist: Writing Direct Requests and Responses (p. 252)

Requesting Information or Action

Open by stating the main idea.

Explain and justify the request.

Request action in the closing.

Responding to Requests

Open directly.

Supply additional information.

Conclude with a cordial statement.

D. Responding to Customer Comments Online

Companies are creating decision trees and diagrams to help their employees make

prudent decisions about whether and how to respond to online posts.

Online customer reviews provide a source of valuable customer feedback.

Social media experts recommend responding to posts only when the writer can

add value.

Figure 8.4 Social Media Response Flowchart

Figure 8.5 Responding to Customers Online

PowerPoint slides 22, 23

E. Instruction Messages

Divide the instructions into steps.

List the steps in the order in which they are to be carried out.

Arrange the items vertically with numbers.

Begin each step with an action verb using the imperative (command) mood rather

than the indicative mood.

Figure 8.6 Memo Delivering Instructions

III. Direct Claims and Complaints (p. 257)

Definition: A claim is a letter you write as a customer to identify or correct a wrong.

Written claims are taken more seriously and establish a record of what happened.

Straightforward claims are those to which you expect the receiver to agree readily.

A. Opening a Claim With a Clear Statement

Open the letter with a clear statement of the problem or with the action you want

the receiver to take.

B. Explaining and Justifying a Claim

State the facts logically, objectively, and unemotionally.

When service is involved, state the names of individuals spoken to and dates of

calls.

C. Concluding a Claim With an Action Request

Close with a summary of the action requested and a courteous goodwill statement.

Submit written claims promptly.

Figure 8.7 Direct Claim E-Mail

PowerPoint slides 24-28

IV. Posting Complaints and Reviews Online

Consumers should avoid venting online until they have written a letter or an e-mail

about a complaint.

Figure 8.8 Guidelines for Writing Online Reviews and Complaints

PowerPoint slide 29

V. Adjustment Messages (p. 261)

Definition: An adjustment is a written message that favorably responds to a customer’s

claim.

The three goals of the adjustment include (a) rectifying the wrong, if one exists; (b)

regaining the confidence of the customer; and (c) promoting further business.

A. Revealing Good News Up-Front in an Adjustment Message

Reveal the good news immediately.

Don’t start your letter with a negative statement.

Announce the good news enthusiastically, without a grudging tone.

B. Explaining Compliance in the Body of an Adjustment Letter

Seek to rebuild faith in your company by complying with the request.

Avoid negative words and keep your message positive.

C. Deciding Whether to Apologize

The majority of adjustment letters contain an apology.

Apologize if it seems natural.

D. Using Sensitive Language in Adjustment Messages

Retain customer goodwill by avoiding negative language.

Do not use negative words, blame customers or your colleagues, or make

unrealistic promises.

Rebuild customer confidence by including resale information.

E. Showing Confidence in the Closing

Close the letter positively and confidently.

In the closing, show appreciation, a desire to provide future service, or promote a

new product.

Figure 8.9 Customer Adjustment Letter

PowerPoint slides 30-36

VI. Checklist: Direct Claim and Adjustment Messages

Messages That Make Claims and Voice Complaints

Begin directly with the purpose.

Explain objectively.

Conclude by requesting action.

Exercise good judgment.

Messages That Make Adjustments

Open with approval.

In the body win back the customer’s confidence.

Close positively.

VII. Goodwill Messages (p. 265)

Send goodwill messages promptly.

General guidelines:

1. Selfless

2. Specific

3. Sincere

4. Spontaneous

5. Short

PowerPoint slides 37-42

A. Expressing Thanks

Send a thank-you letter to extend thanks or show appreciation to the following:

1. Customers for their orders

2. Hosts and hostesses for their hospitality

3. Individuals for kind gestures

4. Customers who complain

Open directly with the purpose of your message.

Figure 8.10 Thank-You Letter for a Favor

B. Replying to Goodwill Messages

Always respond to notes of congratulations or other goodwill messages.

C. Expressing Sympathy

Refer to the death or misfortune sensitively.

Praise the deceased in a personal way.

Offer assistance.

End on a reassuring note.

IIX. Checklist for Goodwill Messages

A. General Guidelines: The Five Ss

Be selfless.

Be specific.

Be sincere.

Be spontaneous.

Keep the message short.

B. Giving Thanks

Cover three points in gift thank-yous.

Be sincere in sending thanks for a favor.

Offer praise in expressing thanks for hospitality.

C. Responding to Goodwill Messages

Respond to congratulations.

Accept praise gracefully.

D. Extending Sympathy

Refer to the loss or tragedy directly but sensitively.

For deaths, praise the deceased.

Offer assistance.

End on a reassuring, positive note.