Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Business Writing Basics


Published on

  • Be the first to comment

  • Be the first to like this

Business Writing Basics

  1. 1. October 5, 2015 Business Writing Basics Training and Knowledge Management Centerline, MI October 5, 2015
  2. 2. Objectives 2October 12th, 2014CX initiatives  Outline a business letter writing process  Review basic business letter format  Explain how to represent FCA well in writing and why that matters  Demonstrate how to read customer or Better Business Bureau (BBB) letters for information to tailor messages  Practice using positive messaging in letters  Explain best practices for proofreading  Review new templates for BBB letters
  3. 3. October 5, 2015 Writing Effective Business Letters
  4. 4. 4January 28, 2016 Business Letter Writing Process
  5. 5. 5January 28, 2016  The writing that we send to customers or other entities is a permanent record of our interaction with them  The first step in establishing credibility is following business letter conventions  Handout: Review basic business letter structure and content Business Letter Format
  6. 6. Planning and Writing Letters Improving the Content of Your Letters Training and Knowledge Management
  7. 7. 7January 28, 2016  What do you think about before you: ● Call a customer? ● Write a letter? ● Write an email?  For all writing, including business letters, it is important for you to consider: ● Purpose—the reason for writing the letter ● Audience—who will read the letter ● Stakeholders—who may be affected by the letter ● Context—the background of the situation Pre-writing Basics
  8. 8. 8January 28, 2016  We have all been upset customers ● Why did you become upset? ● What did you want to see happen?  Why are customers writing FCA? the BBB?  What do you think they are feeling when they do so?  When a customer buys one of our products, we are automatically 100% responsible for the experience, now and later Start with What You Know
  9. 9. 9January 28, 2016  Good reading is the key to good writing  Read the letter or case notes carefully ● Be sure that you understand the customer’s complaint  Consider why we received the letter ● We all know what it’s like to have car trouble ● We’ve all had a disappointing sales or service experience  Next, imagine yourself in the customer’s situation ● Use these feelings to incorporate empathy in the letter  Use the AERs when planning your writing. Include these in your letters ● Acknowledge the customer’s concern ● Empathize with the emotions expressed ● Reassure the customer Plan the Letter
  10. 10. 10January 28, 2016 Re-read the customer letter on the handout. Write down at least one statement for each of the following areas: 1. Acknowledge/express appreciation for the feedback 2. Show Empathy 3. Reassure the customer Activity
  11. 11. 11January 28, 2016  Remember to incorporate the ISMs in your letters ● First things first ● Make it easy ● Keep commitments—ALWAYS ● Affirmative always. Yes before No ● Reaffirm the customer’s purchase decision Practice: Responding to Customer Complaints
  12. 12. 12January 28, 2016 How do customers respond to the following phrases?  We can’t…  We won’t…  We are not able to…  It’s not my decision…  That’s not my department… How can we rephrase without changing the meaning?  Using positive language incorporates two of the ISMs: 1. Affirmative Always. Yes before No 2. Reaffirm the customer’s purchase decision Using Positive Phrases
  13. 13. 13January 28, 2016 Using Positive Phrases Original Phrasing Sample Revised Phrasing I cannot make any guarantees. I will look into your request. You do not qualify for a rebate. Rebates are available for customers who meet the following criteria: It’s up to the dealer. The dealer is in the best position to look into your inquiry. Your warranty doesn’t cover repairs due to customer negligence. Your warranty covers parts that have manufacturer’s defects.
  14. 14. 14January 28, 2016 Read the statements on the handout. Write down at least one positive way to rephrase each of the statements. Activity: Using Positive Phrases
  15. 15. 15January 28, 2016  Always proofread your work before sending ● Letters with errors make you and FCA lose credibility  Understand that spellcheck is a good tool, but it has limits ● Spelling the wrong word correctly will not be picked up by spellcheck  Do the following: 1. Use spellcheck 2. Set the letter aside for at least a few minutes and come back to it for a proofread OR 3. Have a colleague proofread before sending Finishing Touch: Proofreading
  16. 16. 16January 28, 2016  Read the following letter  Find the seven errors Practice: Proofreading
  17. 17. 17January 28, 2016  Write a response to the BBB based on the customer letter provided  Remember to read the situation for information you can use to personalize the letter  Remember to incorporate AER and the ISMs Activity: Write a Letter
  18. 18. Revised Templates for BBB Improve the Content of Your Letters Training and Knowledge Management
  19. 19. 19January 28, 2016  New templates for the following BBB situations: ● Dealer complaint-sales ● Dealer complaint-service ● Vehicle problem ● Vehicle quality complaint ● Parts complaint  Templates can be modified as needed to tailor them to the situation ● Remember, the more specific the letter is to the customer’s situation, the more likely it is to leave the customer with a good impression of FCA Template Review
  20. 20. 20January 28, 2016  The writing we share with customers is a permanent reflection of their experience with FCA ● Keeping our writing professional, personalized, positive in tone, and error-free will go a long way toward maintaining our credibility ● Regardless of what prompted the customer to contact the BBB, the way we handle the situation can leave the customer with a positive feeling about FCA ● Remember to fully understand the customers’ situations and their experiences when writing. ● You have personal experience as a consumer to draw upon. Use it to write better letters ● Proofreading is more than spellcheck. Give your work a read-through before sending Summary