Tips for writing letters to customers - small business management

Nation's Business, March, 1992 by Bradford McKee

Entrepreneurs who want to write effective customer-service letters may borrow ideas from Evergreen Advertising and Marketing Inc., in Middlebury, Vt. In a recent issue of the firm's newsletter, Robert Kesner, president, and his staff offered these tips:

* Let customers know you're eager to solve their problem: "We're glad you took the time to write to us about the problem you're having. It means a lot to us to have the opportunity to serve you.

* Restate the problem, and show empathy: "As we understand it, you're having trouble with the hose on your XYZ vacuum cleaner. As much as you've tried, the hose won't attach to the machine. We're sure that's been frustrating for you!"

* Tell what you can do, rather than what you can't do: "We can ship a new hose to you on Monday. It should arrive at your home by Friday."

* If you have bad news, sandwich it between two bits of good news. Offer a choice if possible: "We'll send you a replacement hose as soon as possible. That part is currently out of stock, but we'll have it here in two weeks. Would you like it shipped, or would you prefer to pick it up?"

* Whenever possible, give something extra: "Because you've been through so much trouble, please accept this set of vacuum cleaner bags with our compliments."

* Reiterate that you value the customer and want to help whenever there's a problem: "Again, Mr./Ms. Jones, we thank you for bringing this problem to our attention. We want you to be delighted with your new vacuum cleaner.

"Be sure to call us at 1-800-555-2368 if there's anything more that we can do to help."