The Power of a Complaint Letter Essay Example for Free

The Power of a Complaint Letter Essay Every business hungers to be successful. Businesses want to put their best foot forward, and their best product to the consumer. However, on occasion, people become upset or disappointed when the product or service does not reach expectation. In this case, businesses often receive the dreaded complaint letter from customers. The purpose of a complaint letter is to bring a grievance to the attention of an owner or manager of the business, so action can be taken as soon as possible. When writing a complaint letter it is important to include appeals to the audience, structure of the letter, tone, and context. Also keep in mind, that playing into the emotions by usage of ethos, pathos, and logos can positively sway the result. Three complaint letters written by Ken Thomas, Chad Bradley, and Kyle Westergren are about having recently bought a pair of shoes from Reebok, PUMA, and Cool Sports Inc. Complaint letters are the reason that businesses strive to please their customers, and take into consideration the constructive criticism of another person. Before crafting an effective complaint letter, one must first realize who their audience is, and what the purpose is. Consider who will be reading the letter and how likely or unlikely it is that the recipient will be sympathetic toward the complaint presented. Be clear on solutions given, and what can be done in return to fix the problem. The writers of a complaint letter want to address their issue by appealing to a specific audience. This audience could be board members, general managers, or even CEOs. In this case, the three complaint letters written by Thomas, Bradley, and Westergren, have expressed their problem to the general managers of the stores in which they purchased the shoes, and are seeking some sort of credit towards a new pair of shoes. By asking for a credit, one also wants to provide the reader with reason as to why restitution is being asked of, which is why one must first recognize the organization and structure of a persuasive complaint letter. The basic context and structure of a complaint letter is pretty simple. Usually, the letters will first contain a heading in the upper left hand corner. It will include all the credentials of the writer and business, including the address of both the addresser and addressee. Then, there is a greeting, such as â€Å"Dear Sir or Madam†. I have written a complaint letter before and usually put â€Å"To Whom It May Concern†, because it may be forwarded to different departments of the company. The opening paragraph should also include context of the situation. The context is basically a form of background information. In the letter written by Chad Bradley, he explains how he had left his shoes in his front porch overnight, and now they had shrunk at least three sizes (Bradley). This type of information should help picture the situation and should provide the writer’s problem to the reader. An account or tracking number can also be beneficial to the reader so that he or she may reference the order, see exactly what was purchased, and how much of a credit should be given if need be. The next section of the letter should include relevant dates or times of when the merchandise was purchased. In the letter to Cool Sports Inc. by Ken Thomas, he explains the chain of dates throughout his order. â€Å"I had been looking at your website since the beginning of June, placed my order on June 21st, and received my package on June 26th† (Thomas). This clarification of time can help the reader produce a timeframe of the events. The last section of a well-written complaint letter explains what type of restitution the writer wishes to receive; it shows the reader of the assertiveness the writer is trying to prove, without being rude or offensive. â€Å"To resolve the problem, I would like you to credit my account for the amount charged on my credit card† (Thomas) explains what Thomas would like done in order to please him, and resolve the issue. When writing a complaint letter, one does not want to be rude to the reader, because a temperamental, rude letter will not go far. By being assertive, yet respectful, one can achieve proper settlement. Now that a basic structure is known when writing a complaint letter, one must appeal to the reader by use of logic. Appealing to logic, or logos, includes both an overall argument and the evidence used to support the argument. To build an effective argument, one must first provide some sort of background information to provide the reader with context as to why the letter is being written in the first place. This was done in the previous paragraph to also show the chain of events in order for the reader to know the timeframe of the situation. In Westergren’s letter, he clearly states why he is upset: â€Å"The problem came when these sneakers turned out no different than the last two pairs, and fell apart. I expect quality when making a purchase, especially when spending almost $100 on shoes. † Westergren clearly states his problem, and I feel he plays a little bit into pathos as well by accusing the company of selling low quality materials. Once one has identified their primary arguments, provide supporting evidence such as details as to what happened to the product, how long ago the product was purchased, and were there other products of the same brand that this has also happened to. By explaining this information to them, it can provide the company with the knowledge that it may not have happened to just you, the writer, but other valued customers as well. Logical appeals are most effective in complaint letters when they are based on both reasoning and credible, supporting evidence. Some people feel it is beneficial to play the â€Å"poor me† card when writing a letter, by directly channeling to the readers moral emotion; pathos. When appealing to readers’ emotions, or pathos, one can also strengthen a complaint letter, especially when wanting to convince the audience. Emotional appeals can be engaging to the audience, but the use of pathos should be appropriate to the situation and the audience. If one is writing a letter of complaint to a shoe manufacturer, in this case, with the intention of receiving a replacement product or account credit, one should appeal to the readers emotions in such a way that she or he can identify with the same concerns so that it does not happen again. Bradley explains in his letter beforehand that this is his only pair of running shoes, works at a gym, and does an incredible job in his last paragraph of expressing pathos. I blame Reebok as much as myself for the shrunken shoes, but now I am worried that I may lose my job, and I do not know where else to turn† (Bradley). By this statement, he is invoking the reader to feel sorry for him, and assuring he is unable to do his job without a pair of running shoes. On the other hand, avoid expressing emotion in such a way that your audience will feel angered or aliena ted. This type of slander will only anger the manager or owner, and nothing will be done of the issue. In complaint letters, one can make strong emotional ties through the use of compelling supporting evidence and persuasive language. One must also make sure to not forget the powerful evidence of credibility when trying to prove the worthiness of a settlement. Appealing to authority, or ethos, begins with one’s own credibility or trustworthiness. In a complaint letter, one can appeal to authority through overall tone as the writer. One must convince the audience of respectfulness towards them and truthfulness about the subject. One can do this by using language that is fair and unbiased. One can also use examples and illustrations that show how well-known the subject is. Such evidence could be how long one has known the business or been a customer since. Westergren provides a perfect example of establishing his credibility in his opening paragraph. â€Å"I really enjoy the style and type of sneaker your company makes (PUMA) because it is a unique style, and that is my reasoning for being a repeat customer for more than 5 years. By stating this, Westergren shows that he has been a satisfied customer for over five years, and now is shocked that he found a flaw in this company, which is the reason he is now writing this letter. Another example comes from Ken Thomas’s letter: â€Å"I have been a satisfied customer for many years, and this is the first time I have encountered a problem with your company. † This quote also shows that Thomas has been a customer for many years, and is also shocked to have had an issue. By stating that you, as a customer, have bought many years’ worth of merchandise from a company or business shows that you, as the customer, know what quality is expected. Taking the time to use ethos in a complaint letter helps to build greater trust and establishes credibility in a positive way for the writer. Lastly, the tone of the writer can cause all of the other appeals to be thrown out, because if the writer has a tone where it is insulting, slandering, or rude, the reader will toss it aside. In order to have the letter read, one must appeal to an assertive, yet polite form of writing. Tone by definition is the writers’ attitude toward the reader, and subject of the message. â€Å"Me, I prefer to stay with the classics: a nice suit, a warm cardigan, socks from Marks Spencer, that kind of thing† (Bradley) shows that Bradley is almost joking with the reader when he writes this statement. He is trying to form a personal connection with the reader, because the reader might agree with his form of style. I feel that by opening yourself up to the reader will show that anger, haste, and revenge are not in the idea behind the letter, but simply the need for a credit, or new pair of hoes. The purpose of a complaint letter is not to slander or be disrespectful to the company or business, but to state your opinion, the problem, and a reasonable solution so that you, as the customer, can tell others of the experience, and provide positive feedback to others as well. By using logic to explain the problem, pathos to explain the problems that are now happening, and ethos to establish why a credit should be received, a writer of a complaint letter can easily earn the respect from a business. By also appealing to the context, which provides background information of the situation, and audience to provide a stance as to who you are trying to reach out to, and voice to still be respectful to the reader, one can ultimately put together a fierce argument, with solid evidence, and an all-around worthy letter. Businesses are always striving to have the highest ratings of their customers, and by taking in the criticism of a few letters, can provide the highest quality service possible.