The company's response begins positively, explaining that something can be done about the situation, or that some of the news is good. This is then followed with the negative element. The problem is thoroughly explained, including possibilities for dealing with it in a positive manner. The correspondence then ends with a return to the good news and, if appropriate, an invitation for further correspondence. In this way, bad news is presented in the position of least emphasis - in the middle of the letter. At the same time, the bad news is presented and explained clearly, without the impression that the company is attempting to minimize its importance or deceive the customer in some other way.

If a customer complains about something that is not Ben & Jerry's fault, it is not technically necessary to apologize. Indeed, some professionals recommend against it. Nevertheless, I do believe it is necessary to...
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