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Chapter 8 Solutions to Activities
Zooming In: Applying Your Skills at Highpoint
Current date
Mr. Martin L. Pritchett
President, Pritchett Consulting
114 Walnut Street
Harrisburg, PA 17101
Dear Mr. Pritchett:
It was a pleasure speaking with you earlier today, and I am looking forward to helping Pritchett
Consulting find the best health care coverage at a competitive rate.
Before I can provide you with a quote, however, I need some additional information.
Your responses by (insert date) will help me research the best options to present to you when we meet in
person. Thank you for the opportunity to serve Pritchett Consulting.
Sincerely,
8.1 Short Responses to Online Comments (Objs. 1–5)
a. Pros: Immediate, personal response; reply provides contact information for follow-up.
Response is given within 24 hours.
b. Pros: The brand assures the user that Facebook fans will be the first to hear about the release
date for a new product. Not giving a specific release date creates suspense and may motivate
brand supporters to return to the page frequently.
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Cons: A response time of 10 hours gave other users the opportunity to respond to the
question with incorrect information. Vague response may lead to resentment in fans who
are eagerly anticipating news of the product introduction.
c. Pros: Speedy personal response shows a commitment to customer service. The response
with specific contact number helped turn a potentially negative situation into a positive
experience that prompted the user publicly to endorse the brand.
d. Pros: Gracious response to a tech-savvy user includes an invitation to join a community
of consumer influencers. Personal response from brand’s vice president answers the
user’s question and offers several alternatives to the feature the company does not
support.
8.2 Writing Instructions (Obj. 4)
a. 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.
b. To order from our website, follow these steps:
1. Find the items you want in the catalog.
2. Add the items to your shopping cart.
c. To make a YouTube video, you should do the following:
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1. Obtain a video recording device such as a cell phone, webcam, or camcorder.
d. To make double-sided copies, do the following:
1. Place Side 1 of the original facedown on the document glass.
2. Close the document cover.
8.3 Document for Analysis: Poor Direct Request (Obj. 2)
Documents for Analysis are available at the student premium website (www.cengagebrain.com).
Weaknesses
1. Begins with a wordy, indirect opening and a dangling modifier in the first sentence.
2. Positions the action request and deadline in the first paragraph instead of at the end of
the message where readers expect to find such information.
Revision
To: ExEngine Manager List
From: Paula Parker <paula.parker@exengine.com>
Subject: Answering Questions to Address Excessive E-Mail
Cc:
Bcc:
Managers,
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Everyone expected e-mail to be a huge productivity tool. However, its excessive use cuts into work time.
One study found that the average office worker spends three hours a day on e-mail. In our organization
we may be spending even more than this. It’s difficult to get any work done because of countless e–mails
every day. Your responses to the following questions will help us focus on the problem.
1. About how many e-mail messages do you receive and answer personally each day?
2. About how many hours are your staff members spending on e-mail each day?
3. How could we reduce the volume of e-mail within our own organization?
8.4 Document for Analysis: Direct Response (Obj. 2)
Documents for Analysis are available at the student premium website (www.cengagebrain.com).
Weaknesses
1. Does not organize the message logically.
2. Fails to open directly with a summary of the main idea.
3. Includes irrelevant information and is chatty (stock price of Salesforce.com; Okay,
back to Chatter and my report; Pretty nifty, isn’t it?)
Revision
Date: March 4, 2015
To: Helen Lazar, CEO
From: Gilbert S. Luce
Subject: Chatter—A Potential Alternative to Facebook and Twitter
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The disadvantages of conventional online social networks are obvious. They sap employees’
time and productivity. Their openness creates a corporate security nightmare. Chatter, however,
allows for virtual watercooler conversations but with limitations that are appropriate for
business. Management can control access to sensitive information and records.
Chatter is similar to Facebook and Twitter, but it asks what people are working on, not what is
on their mind or what is happening. Salesforce.com calls Chatter a “real-time collaboration
cloud,” meaning that users need only a browser and an Internet connection to access it. Users
create profiles, and their status updates center on questions, salient tidbits, and hyperlinks that
are shared with coworkers in their personal network. Those comments and updates merge into a
companies have deployed Chatter, computer maker Dell and advertising agency Saatchi &
Saatchi among them. At Dell some 20,000 workers are on Chatter. The service is included at no
extra charge in the monthly fees of $65 to $125 for customer-relationship management and other
Salesforce.com business software. As a stand-alone product, Chatter costs $15 a month per user.
If you would like me to provide more detailed information, please let me know. I would be
happy to present my findings to you and other executives at your convenience.
8.5 Document for Analysis: Instructions (Obj. 2)
Documents for Analysis are available at the student premium website (www.cengagebrain.com).
Weaknesses
1. Fails to establish a context for the message leaving receivers to wonder why it was
written.
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Revision
To: Faculty and Staff
From: Michael Love <mlove@valleyviewpd.gov>
Subject: Tips to Prevent Card Skimming at ATM Machines
Cc:
Bcc:
Faculty and Staff,
Card skimming occurs at ATM machines when small imaging devices capture your card number
and are then used to commit identity fraud. The following tips will help protect you from card
skimming at ATM machines:
• Use ATMs that are in familiar locations.
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8.6 Document for Analysis: Direct Claim (Obj. 3)
Documents for Analysis are available at the student premium website (www.cengagebrain.com).
Weaknesses
1. Fails to address the receiver appropriately and misspells John Lear’s name.
2. Opens with an angry statement instead of summarizing a desired action.
Revision
Current date
Mr. John Lear
Regional General Manager
Apex Car Rentals
4510 Cyprus Street
Denver, CO 80246
Dear Mr. Lear:
On August 15 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 Colorado Spring and in your corporate office, but to no avail. Finally, after
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8.7 Responding to Posts Online (Obj. 2)
a. Yes, Sky Horizon Wireless responded because companies must react promptly to customers
frustrated by technical trouble before other users may intervene and dispense incorrect
information or chime in with similar stories of frustration. Here is the company’s answer: Hi
Amber – We are very sorry you are having difficulties with your phone. There is a guide
online for the Freeform that you may want to take a look at [link: http://…]. If your problem
persists, please visit one of our repair locations. The link below will help you find a location
near you. [http://…]
The pros: A social media expert praised the brand’s response for offering several options to
b. The company responded very promptly: Hi Jamie, 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: The response is personal and addresses the writer by name. The
explanation is humble and apologetic. The cons: Because direct contact information (e-mail,
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
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years. Immediately Keith replied: Well, I did manage to struggle into a suit or two before
Brooks. I must somehow get you a picture of a vintage Brooks Brothers hat I have made by
Locke and Co. in England – forties I think. It fits me perfectly. Within an hour Brooks
Brothers wrote back: That would be lovely and most appreciated, sir. Send away to
facebook@brooksbrothers.com. Another positive feature of this exchange: The brand is true
to its stylish image and addresses Keith by his last name and sir. The personal responses also
include direct contact information inviting the user to share a photograph and his positive
feelings about the brand.
8.8 Direct Request: Searching for a Social Media Specialist (Obj. 2)
To: Rick Trumka <rick.trumka@mediaresources.com>
From: [Your name]
Subject: Searching for Advice and Information About Social Media Experts
Cc:
Bcc:
Dear Mr. Trumka:
You have been recommended by HomeCenter CEO David Seldenberg as a trusted source of
information. I’m hoping you can help me learn more about social media experts, as my company
is considering hiring one.
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8.9 Direct Request: Planning a Winter Retreat in Jackson Hole, Wyoming (Obj. 2)
To: Denise O’Handley <dohandley@fourseasonsresort.com
From: [Your Name]
Subject: Requesting Information About Potential Conference and Facilities for 85 Guests
Cc:
Bcc:
Dear Ms. O’Handley:
Can Four Seasons Resort provide 50 rooms accommodating about 85 guests for either December
15-19, 2015 or January 12-16, 2016?
My company will be hosting a four-day combination sales conference/vacation/retreat for 55 of
our marketing and media professionals and their families. Please answer the following questions
to help us choose a suitable resort:
What are the room rates and room sizes? Is there any discount for groups or for corporate
customers?
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8.10 Direct Request: Pamper Palace Spa Worries About Duplicate Charges (Obj. 2)
To: customer-care@virtualtreasures.com
From: Donna K Lilly <dklilly@pamperpalacespa.com>
Subject: Duplicate Payments Showing on my EasyPay Account
Cc:
Bcc:
Customer Service Representative,
For the second time when ordering with the EasyPay feature, we have apparently triggered a
duplicate order, this time for $58.88. One order seems to have already shipped. We would like to
cancel the second, pending one.
Let me explain. About two weeks ago, we received a French press coffee pot that also showed up
as a duplicate order on our account statement online, and sure enough, we received TWO pots,
although we had wanted just one. At $19, the purchase was fine. We have enough coffee
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8.11 Direct Response: Virtual Treasures Reassures Business Customers (Obj. 2)
Note to instructors: Although the names in Activity 8.11 were changed, this response reflects an
authentic business e-mail message. Consider showing it as a model. Students may not be able to
create a solution as complete as this because they may be unfamiliar with online customer
service replies. However, they should see how real companies respond.
To: donna.lilly@pamperpalacespa.com
From:
Subject: Your Virtualtreasures.com Inquiry About Duplicate Payments
Cc:
Bcc:
Dear Ms. Lilly:
You are concerned about duplicate orders placed through your EasyPay account, and we would
like to help. After checking your EasyPay account, we confirm that you did not place any
duplicate orders.
The erroneous account statement is the result of a technical malfunction on our end. We have
reported this issue to our technical team. Errors like this are usually corrected soon after they are
reported. Please view your account again in a few days.
We hope this clarifies your query and look forward to welcoming you on our Web site again
soon. We are committed to providing world class customer support. Please tell us how we did
by clicking the appropriate link below.
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8.12 Direct Response: The Real-World Click Has Arrived (Obj. 2)
Date: Current
To: Jane McKinley, Vice-President of E-Commerce and Digital Marketing
From: Scvngr Research Team
Subject: A Brief Profile of Digital Check-in Service Scvngr
Scvngr also advises its partners, including Sony, AT&T Wireless, and the New England Patriots,
on game design and helps them create challenges for customers.
If more information about Scvngr would help you in your decision making, we will be glad to
provide yet more details.
Note: Students could write additional individual memos that include the following information
profiling the upstarts; alternatively, the same information could be compiled in one long, direct
response memo.
Foursquare:
Foursquare is a check-in service that serves Starbucks, Gap, and Sephora. The service has signed
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Stickybits:
Unlike the check-in services Foursquare and Shopkick, Stickybits and its direct competitor
Barcode Hero entice users to scan bar codes and compare prices, win prizes, or write reviews.
The overarching goal matches the objectives of other location-based apps, to bring the Web into
the physical retail space.
Gowalla:
Similar to Foursquare, Gowalla works with the brands InCase, TOMS Shoes, and Apple. It is a
location-based check-in service that allows users to earn photo uploads and badges.
In a recent promotion, check-ins at Apple stores earned users a chance to win an iPhone case.
Shopkick, which launched in 2010 in 600 stores and 100 malls across the United States, is
affiliated with Macy’s, Best Buy, and American Eagle Outfitters. In the summer the clothing
retailer offered a deal on jean leggings.
Booyah:
With user numbers comparable to Foursquare, Booyah’s MyTown app is a blend between a
check-in service and a virtual game. The Sweden-based international clothing retailer H&M and
hair-product maker Pantene are Booyah’s top brands.
8.13 Direct Response: Harbor Sail & Canvas Receives a Poor Customer Rating on Yelp
Dan’s options are many, but not all are equally wise. He could respond on Yelp, which gives
businesses the opportunity to address poor reviews. He could write Jenna an e-mail or call her.
What really happened: Dan decided to call the customer. He left messages on both her mobile
phone and her home phone. In both messages Dan apologized for not getting back to Jenna,
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To: jenna.king@outlook.com
From: dan_wilcox@harbor.com
Subject: Your Recent Request for an Estimate
Cc:
Bcc:
Dear Jenna:
You have every right to be disappointed in our service, and I promise to give special attention to
your needs from this day forward. I have also left a voice mail message to tell you that I will
personally come to your boat and take the measurements for your marine canvas covers.
8.14 Direct Response: Telling Job Applicants How to Make a Résumé Scannable (Obj. 2)
Current date
Ms. Chiara Fratelli
1019 University Drive
Boise, ID 83725
Dear Ms. Fratelli:
Subject: Your April 11 Inquiry About Résumé Scanning