• A claim is a request for an adjustment
• When business communicators ask for something to which they think
they are entitled, the message is called a claim message.
• Request for adjustments can be divided into two groups: routine
claims and persuasive claims.
• Persuasive claims assume that a request will be granted only after
explanations and persuasive arguments have been presented.
• Routine claims (because of guarantees, warranties or contractual
conditions) assume that a request will be granted quickly and
• Well run businesses want their customers to communicate when
merchandise or service is not satisfactory.
• Want to know how to improve.
• By responding fairly to legitimate requests in adjustment messages
,can have positive reputation and retain customers.
• When a immediate remedy for a claim is doubtful, persuasion is
• Since any reasonable claim is adjusted to satisfaction, expressing
negative emotions or displeasure is unnecessary.
• Could alienate the adjuster whose cooperation is necessary.
• Companies should welcome claims:
- Complainers are more likely to continue to do business with a
company than those who do not complain
- Business who know how to resolve claims effectively will retain 95%
of the complainers as customers.
• Only a few % of complaints are from unethical individuals
• Saying ‘no’ is more difficult to write.
• Unlike routine claim messages, persuasive claims do not start by
asking for an adjustment.