This document discusses different types of claims made in business communications. It outlines that there are routine claims, which assume quick granting due to guarantees or contracts, and persuasive claims, which require explanations and arguments to obtain approval. Persuasive claims are used when the remedy is uncertain. The document advises businesses to welcome claims as most complainers will continue being customers if issues are resolved satisfactorily, and resolving claims effectively can retain up to 95% of complaining customers.

1. Claims

2. Concepts
• 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
willingly.
• 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.

3. Concepts
• When a immediate remedy for a claim is doubtful, persuasion is
necessary.
• 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.