Adjustment letters are written in response to a claim letter from a customer.Once the reader has the information and apology, Duval shifts atten-
tion to a positive feature: the gift certificate.Even
though most people never make formal complaints or follow up on warranties or
product guarantees, companies generally will make a requested adjustment that
seems reasonable.In this example, writer Jane Duval apologizes graciously for a mistake.Rather than quibbling over questionable claims, companies usually honor
the request and show how much they appreciate the customer, as in Figure
11.13.