Survive in the Business World Term Paper

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The company's response begins positively, explaining that something can be done about the situation, or that some of the news is good. This is then followed with the negative element. The problem is thoroughly explained, including possibilities for dealing with it in a positive manner. The correspondence then ends with a return to the good news and, if appropriate, an invitation for further correspondence. In this way, bad news is presented in the position of least emphasis - in the middle of the letter. At the same time, the bad news is presented and explained clearly, without the impression that the company is attempting to minimize its importance or deceive the customer in some other way.

If a customer complains about something that is not Ben & Jerry's fault, it is not technically necessary to apologize. Indeed, some professionals recommend against it. Nevertheless, I do believe it is necessary to include an apology for a variety of reasons. An apology promotes positive feelings in the customer.

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Rather than being an admission of guilt for the gratification of the complainant, an apology that is phrased appropriately provides the customer with the sense that he or she is important to the company. This is indeed the case, especially with a company such as Ben & Jerry's. The apology could for example be phrased in a way that is both sincere and indicates that the company does not accept guilt, while emphasizing that the customer and his or her goodwill are vital focal points for the company.

Ben & Jerry's paradigm of operation extends far beyond only a business venture. The image it has cultivated since the company's establishment by its original owners has always been one of open, friendly communication and an attitude of goodwill towards its customers and the society it serves. Letter writing helps to maintain and further promote this attitude. Ben & Jerry's personal responses are therefore vital….....

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