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CHAPTER 8
Zooming In Critical Thinking Answers
Why should you be prudent when sending or forwarding insensitive
comments, even from your personal device?
Once a message is sent, the originator has no control over who will see it.
Electronic messages can be forwarded or printed out. Students also need to
know that organizations may legally monitor their staff’s personal e-mail
How might sending tactless messages affect a career?
Depending on the content in the offending message, an employee could be fired. At the very least, an
How effective is an apology given after an indiscreet message is revealed?
Students responses will vary. Some may say that once the offensive words have been seen, they
Ethics Check Answers
Surprising the Boss
E-mail is wonderful for many announcements, but it is totally inappropriate for something as serious as
resigning a position. Such an announcement deserves a face-to-face talk followed by a formal resignation
letter that identifies the last day of employment and expresses appreciation for the opportunities given. A
resignation letter strives to leave a good impression. No e-mails here!
Stretching the Truth
Magazine publishers and their sales agents regularly send misleading messages to subscribers telling
them that their subscriptions are about to run out. Many publishers do not include the subscription end
date. At one time helpful reminder letters were legitimate because they were sent close to the time
subscriptions were running out. Today, however, desperate magazine publishers use this ploy to trick
subscribers into long-term renewals. Clearly, it is unethical for letter writers to stretch the truth to achieve
their goals. Consumers must keep their own records and be wary of all renewal requests and suspicious
invoices.
Renting or Buying?
Wardrobing is a type of return fraud, and retailers are employing technology to flag shoppers who return
merchandise frequently. Most Americans would probably agree that such practices, even if perpetrated
sporadically, are unethical and wrong. Competition is tough, and consumers have high expectations of
retailers. Surprisingly, perhaps, abuse in the form of wardrobing is still relatively rare but rising, accounting
for about 3 to 5 percent of retail returns. [Stock, K. 2013, September 18. Bloomingdale’s will no longer
lend you a party dress. Bloomberg Business; Many unhappy returns: Retailers combat “wardrobing.”
2014, December 26. NBC News.] About 20 to 25 percent of annual sales transactions result in returns—
legitimate and otherwise. Thoughtful students will realize that if more consumers resorted to abuse, the
policies would have to be changed or prices raised to offset the losses to retailers.
One researcher blames social media, Instagram in particular, for the rise of wardrobing: “More items
become single-wear . . . because everybody has seen you in it,” says Susan Scafidi, a Fordham
University law professor specializing in fashion. High-end retailers such as Bloomingdale’s have
introduced plastic tags that are too big to disguise in order to prevent wardrobing. Nordstrom, on the other
hand, still provides discreet paper tags and seems to believe that “if you treat the customer with respect,
they respect you back.” [Stock, K. 2013, September 18. Bloomingdale’s will no longer lend you a party
dress. Bloomberg Business.]
Critical Thinking Answers
1. A writer compared letters and social media posts: “What is special about a letter is the time
that is taken in creating a letter—that someone went to the trouble of finding a piece of paper,
sitting down, crafting their thoughts, putting them on paper, and that they created this
document really just for me. How might these observations apply to business letters? What
other special traits can you identify?
In her book Signed, Sealed, Delivered: Celebrating the Joys of Letter Writing, Connecticut-based
author Nina Sankovitch movingly traces the history of letter writing, why it’s important, and what makes
Business letters are confidential. They are less likely than electronic media to be intercepted,
misdirected, forwarded, retrieved, or otherwise inspected by unintended recipients. Also, business
2. A Pew Research Center study found that 89 percent of cell phone owners had used their
phones during the last social gathering they attended, but they weren’t happy about it; 82
percent of respondents said their use of smartphones in social settings hurt the conversation.
Do you split your attention between your screen and face-to-face conversations? Do you
believe it’s possible to be sufficiently present while texting?
Answers will vary, of course. As MIT professor Sherry Turkle writes, students swear they can look
someone in the eye and type on their phones at the same time. They love the option of being
elsewhere if the present situation is uncomfortable or boring. They can shift their attention at will, but
3. Why is it smart to keep your cool when making a claim, and how should you go about it?
Avoid becoming angry or trying to fix blame. Bear in mind that the person reading your message is
seldom responsible for the problem. Instead, state the facts logically, objectively, and unemotionally;
4. Why is it important to regain the confidence of a customer in an adjustment message? How
can it be done?
Unhappy customers have, naturally, lost some degree of confidence in the company and its products
or services. Regaining confidence and reestablishing good feelings is crucial for future business.
5. Ethical Issue: Discuss why writing goodwill letters instead of calling or sending an e-mail
might be a good strategy.
A goodwill letter is not meant to dispute erroneous reporting; rather, its purpose is to address negative
blemishes on accounts that have already been paid. With an otherwise good credit history, a person
might be able to stop negative reporting about a few late payments. Such a letter identifies the account
Zooming In
Your Turn: Applying Your Skills at JetBlue
Students writing as travelers may write positive or neutral comments: Thanks for the awesome flight! or
Flying JetBlue for the first time—any chance for an upgrade? Responses to positive or neutral tweets
could be clever: We’re glad to have you onboard! As for that upgrade—give those good looks a try at the
ticket counter. Other groups may choose to write angry or negative comments: Your automatic time-out
on the website sucks! Responses to these comments will require the customer service group to reply with
competence and empathy: Sorry you’re experiencing trouble. Try using Chrome if your browser isn’t
behaving! Students who explore JetBlue’s customer service credo and typical responses to tweets will
likely react to public comments most competently.
Writing Improvement Exercises
8.1 Short Responses to Online Comments
a. Pros: The personal response provides an alternate option for bookings and reservations as well
Cons: The delayed response time allowed seven additional users to comment about the
technology problems (not shown here). Sometimes even a response given within 24 hours can be
b. Pros: The brand assures the user that Facebook fans will be the first to hear about the release
Cons: A response time of ten hours gave other users the opportunity to respond to the question
d. Pros: The gracious response to a tech-savvy user includes an invitation to join a community of
Cons: The response from the VP comes after a long delay: one full week after the user posted
8.2 Writing Instructions
a. To make a YouTube video, follow these steps:
1. Obtain a video recording device such as a smartphone, webcam, or camcorder.
5. Use computer editing software to improve, delete, or otherwise change your footage.
b. To submit a catalog order:
1. Find the items you want in the catalog.
2. Add the items to your shopping cart.
c. Five Tips for Getting and Keeping Good Credit
Get a gas store card. These are easier to get than regular credit cards, and they establish a
credit history as you make small payments in full and on time.
Activities Solutions
8.3 Document for Analysis: Direct Request—Patient Privacy Breach at Medical Office
Weaknesses
a. Fails to use a meaningful subject line and includes a dated salutation.
b. Opens with an explanation instead of a direct request.
Revision
To: w.e.vance@securityspecialists.com
From: dr.jeremy.chen@valleyinternists.com
Subject: How to Protect Patient Data in Small Medical Practice
Dear Mr. Vance:
Please help me better understand how to protect patients' medical information. As a physician in a small
medical practice, I am concerned about patient data breaches.
Your website is promising but a bit overwhelming. I have a few specific questions to ask about your
services. My practice may already have experienced a security breach, and I'm seeking answers to the
following questions:
Are you experienced in working with small medical firms?
If a breach has occurred, how do you investigate the incident?
Do you provide guidance in notifying affected patients, and are you discreet about such notifications?
If you discover that laws have been broken, are you obligated to report them to law enforcement
agencies?
As you can see, I have many sensitive questions. I would like to talk confidentially with someone in your
firm within the next two days. Please call me at (340) 589-3440 to arrange a time that is convenient for
both of us. I am most likely to be available after surgery between 4 and 6 p.m. weekdays.
Jeremy Chen, M.D.
[Full contact information]
8.4 Document for Analysis: Direct Response—Sending Answers to Data Breach Questions
Weaknesses
a. Begins weakly with an obvious and unnecessary statement instead of expressing appreciation for the
inquiry and conveying confidence that Security Specialists can help solve the writer's problems.
b. Fails to organize answers to questions in a logical order.
Revision
To: dr.jeremy.chen@valleyinternists.com
From: w.e.vance@securityspecialists.com
Subject: Answering Your Questions and Scheduling a Call on March 19
Dear Dr. Chen:
We appreciate your interest in Security Specialists. We are confident that we can offer you expert
guidance in the areas of cyber security, data breach response, and incident analysis solutions.
You are smart to seek advice in protecting patient data. Although you may have limited resources, even
the smallest firm will benefit from basic security awareness training in the proper handling, storing, and
processing of patient health information.
Let me respond to your specific questions. See my answers in italics:
Are you experienced in working with small medical firms?
Yes, we have worked with many small medical firms and have been able to address their specific
needs.
If a breach has occurred, how do you investigate the incident?
We are experienced at investigating incidents, analyzing clues, and quickly and defensively
uncovering critical information.
Do you provide guidance in notifying affected patients, and are you discreet about such notifications?
We deliver discreet, prompt, and customized breach notifications.
If you discover that laws have been broken, are you obligated to report them to law enforcement
agencies?
Although we are obligated to report wrongdoing, this is rarely necessary.
May I call you on March 19 at 4:30 p.m.? At that time I can provide more extensive answers to your
questions. Please rest assured that Security Specialists can help you investigate and control any data
breach incidents.
Warren E. Vance
[Full contact information]
8.5 Document for Analysis: Instruction E-Mail
Weaknesses
a. Suffers from a vague and imprecise subject line.
b. Includes a long lead in (This is to inform you that) and wordy opening paragraph.
Revision
To: Staff Members
From: G. B. Goldman <gbgoldman@firstfederal.com>
Subject: New Procedures to Avoid Loss of Data Through Hacking
Staff Members:
Like other banks, we at First Federal fear that our employees will unwittingly expose valuable information
to hackers. Cybersecurity experts have advised that we can reduce some threats by following these
procedures:
Avoid out-of-office messages. Please do not leave voice mail or e-mail messages explaining when
Do not take photos of documents on phones. Smartphones can be lost or stolen, and when
Do not use thumb drives. Although handy, small memory devices are easily lost. Do not store
Do not use work e-mail addresses for social media. Sharing details about your job can help
Never click phishing links. Be suspicious of all requests for password information and of links to
Within the next two months, we will begin implementing a program that includes fake phishing messages
G. B. Goldman, CEO
[Full contact information]
8.6 Document for Analysis: Direct Claim—Very Unhappy Customer
Weaknesses
a.Fails to address the receiver appropriately and misspells Joseph Morgan’s name.
Revision
Current date
Mr. Joseph A. Morgan
Regional General Manager
ProCar Rentals
304 South Powell Road
Mesa, AZ 85275
Dear Mr. Morgan:
We are asking you to help us retrieve $60 from your Phoenix-Mesa Gateway Airport location. This amount
covers taxes and surcharges that were omitted from a recent refund of $180 to our corporate account. We
have had difficulty reaching the local manager, apparently the only person who can authorize such
transactions.
On July 7 a colleague and I received a free navigation device with our car rental because we were forced
to wait for an hour before being assigned a car. Unfortunately, the GPS was defective, causing us further
delay until a replacement was located.
Much to our surprise, the rental car bill later showed the full charge of $180, plus tax. Over the next three
weeks, we had trouble contacting the manager to issue the refund. We spoke to various employees in
Mesa and in your corporate office, but to no avail. Finally, after threatening to keep calling until he spoke
to me, I coaxed the Phoenix manager to the phone. He promised to credit the cost of the navigation
device to our account.
When we checked our account statement, we noticed that the manager had forgotten to add $60 in taxes
and surcharges that had also been assessed for the GPS. We are asking that you use your influence to
issue the credit to our account, given our problematic communication with your Phoenix-Mesa Gateway
branch.
Enclosed are copies of the signed rental agreement listing the complimentary GPS and the bill that
includes the charges of $180 plus $60 in taxes for the device. Our corporate account number is
3053-359-797. In addition, a copy of an account statement shows the insufficient credit of $180.
We are a new business customer and, despite this experience, would like to use your agency for future
car rentals because of your competitive rates.
Sincerely,
8.7 Responding to Posts Online
a. Box and Barrel responded within 16 hours with this post: Hi Dani! We’re so glad you like the Pumpkin
Yippee Pie mix but sorry that your local store is sold out. It looks as though many of our stores will
b. The company responded very promptly: Hi Carrie, unfortunately you ordered an item that needs to
be shipped ground. We are terribly sorry that you were not notified in advance. The pros of this reply:
c. Yes, the company did respond to this positive message to demonstrate that it is listening to
consumers and to reinforce the positive feelings of this devoted customer: That’s a great story, Mr.
McGee. It’s hard for us to imagine that you’ve been shopping at Brooks for only 6 years. Immediately
d. Did Geico take this tempting opportunity and fire a cheap shot at the competition? No. The insurer
replied graciously about two hours after Allison’s message was posted: While filing a claim is never
e. Requests must be answered and preferably quickly. Monte Carlo Resort & Casino in Las Vegas
wrote back two hours later: Our lagoon pool and hot tubs are open year round… and heated of
