1. Sample Letters Contributed by Khawaja Mazhar Iftikhar, MBA
Form letter from Steve Jobs, Apple’s CEO to iPhone Customers (source
apple’s official website)
To all iPhone customers:
I have received hundreds of emails from iPhone customers who are upset about
Apple dropping the price of iPhone by $200 two months after it went on sale.
After reading every one of these emails, I have some observations and
conclusions.
First, I am sure that we are making the correct decision to lower the price of the
8GB iPhone from $599 to $399, and that now is the right time to do it. iPhone is
a breakthrough product, and we have the chance to 'go for it' this holiday
season. iPhone is so far ahead of the competition, and now it will be affordable
by even more customers. It benefits both Apple and every iPhone user to get as
many new customers as possible in the iPhone 'tent'. We strongly believe the
$399 price will help us do just that this holiday season.
Second, being in technology for 30+ years I can attest to the fact that the
technology road is bumpy. There is always change and improvement, and there
is always someone who bought a product before a particular cutoff date and
misses the new price or the new operating system or the new whatever. This is
life in the technology lane. If you always wait for the next price cut or to buy the
new improved model, you'll never buy any technology product because there is
always something better and less expensive on the horizon. The good news is
that if you buy products from companies that support them well, like Apple tries
to do, you will receive years of useful and satisfying service from them even as
newer models are introduced.
Third, even though we are making the right decision to lower the price of iPhone,
and even though the technology road is bumpy, we need to do a better job
taking care of our early iPhone customers as we aggressively go after new ones
with a lower price. Our early customers trusted us, and we must live up to that
trust with our actions in moments like these.
Therefore, we have decided to offer every iPhone customer who purchased an
iPhone from either Apple or AT&T, and who is not receiving a rebate or any other
consideration, a $100 store credit towards the purchase of any product at an
Apple Retail Store or the Apple Online Store. Details are still being worked out
and will be posted on Apple's website next week. Stay tuned.

2. We want to do the right thing for our valued iPhone customers. We apologize for
disappointing some of you, and we are doing our best to live up to your high
expectations of Apple.
Steve Jobs
Apple CEO
…………………………………………………………………………..
Adjustment/Replacement Letter
Dear Mrs. Gillani,
You will receive a brand new DX-9 juicer blender later this week. We are
happy to be of service to you.
Thank you for returning the other juicer blender. Our technicians are
analyzing its performance in order to improve our inspection procedures. By
calling this problem to our attention, you are helping us to serve you better.
You should receive our summer catalog next week. It is full of high quality
products that we are pleased to stand behind.
………………………………………………………………………….
Addressing a Complaint
Dear Ms. Momina Khan,
Thank you for your letter of 16 May, regarding our water bottles delivery service. I am
sorry that you are experiencing some problems, and have looked into the details of your
account. I realize that you rely on our service for prompt delivery and am sorry that we
have not been supplying a 100 % service.
In April I set up a new delivery team, and until they had settled in, there were some
teething problems. However, the new staff are fully trained, and I can assure you that
there will be no repetition of the kind of problems you describe.
I apologize for the inconvenience to you, and assure you of our best attention at all times.
……………………………………………………..

3. Credit Acceptance Letter
Dear Mr. Arif:
We are pleased to send you a Benson & Jones credit card. Thank you for thinking of us
when you decided to open a charge account. It is through your intelligent use of credit in
the past that you have earned this account.
Bills are mailed on the 20th of each month and are payable by the 15th of the next month.
There is a finance charge of 1.5% on the unpaid balance each month.
The enclosed brochure describes many of the special services we offer our charge
customers. As a charge customer you may easily shop by telephone, and you will receive
advance notification of sales.
We appreciate the opportunity to serve you, and we hope to merit your patronage for a
long time.
Yours sincerely,
…………………………………………………………….
Tendering an apology
Dear Sir:
It was distressing to learn that the chocolate we shipped to your firm
last week arrived in bits and pieces. Per your request, a new shipment
for 30 lbs. left our dock this morning and is scheduled for afternoon
delivery to you on Nov 11th. Please turn over the damaged goods to the
driver at the time of delivery.
I am sorry that this unfortunate incident occurred and sincerely
appreciate your continued patronage.
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