2021 HKDSE Writing Q3
Learning English through Workplace Communication
You work in the sales department at Fast Fashion, an online company that sells clothes. Recently, you have received a number of complaints from customers about the company’s no exchange / no refund policy.
Write an email to the sales manager
- Explain why you think this policy should be changed.
- Suggest what changes could be made.
- Discuss ways to prevent customers from taking advantage of the new policy.
金娜娜_Nana2021-09-26 23:17:54
Dear Mr. Smith,
Paragraph 1
I am writing to suggest changes made to our company’s no exchange / no refund policy. Over the past two weeks, dozens of patrons have lodged complaints to the sales department about this practice. In view of the intensifying competition in the fast fashion industry and the formation of the customer-oriented culture on the social media, it is advisable for our company to permit customers to ask for exchange of products and refund. The reasons for my proposal as well as how to prevent abuse of the new policy will be explained as follows.
金娜娜_Nana2021-09-26 23:18:38
First and foremost, our company is facing intense rivalry in the fast fashion industry. In an industry where there are countless established enterprises and new entrants, the competition is intensifying. Not only do established ones, such as H&M, GAP, Uniqlo and Sara earn revenues from their brick-and-mortar stores, they have long gained a foothold on the online market. Worse still, numerous nascent fast fashion online stores with creative designs have gained popularity on virtual platforms ranging from Instagram to Tmall, threatening our sustainable development. With a view to retaining our customers, changing the no exchange / no refund policy is crucial. Investigating the issue, the sales department has conducted research. Based on our findings, every fast fashion giant mentioned above as well as a vast majority of small and medium fashion stores on different E-commerce platforms have been adopting various kinds of policies allowing their patrons to exchange the products they have purchased or request refunds. Should our company not follow suit, we will be deemed disrespectful of our customers. However high-quality our merchandise is, they will likely switch to our rivals and our long-term profitability will be put to jeopardy. With our survival in the fast fashion industry at stake, putting the no exchange / no refund policy to an end is vital.
金娜娜_Nana2021-09-26 23:19:16
It is also worth noting that negative comments on the social media may result in a public relation disaster in the customer-oriented fast fashion market. In a consumerist era in which patrons are regarded as kings, they have been increasingly protective of their rights and have expressed their comments on products on social media platforms. Our company is no exception. According to the statistics of the sales department, the number of complaints regarding our no exchange / no refund policy has skyrocketed by 50% in the recent month, serving as a cautionary reminder for our company. From their comments, it can be seen that they are highly exasperated at our current policy, blaming our company for being profit-oriented and apathetic to customer needs. If these complaints continue to appear on Facebook and Instagram, our current customers and other netizens who are considering purchasing our products will have a negative impression of our company. To make the matters worse, our conflicts with customers may be reported on mainstream media outlets in Hong Kong, mainland China and the world, sparking widespread outcry. Should this scenario materialize, our hard-earned reputation will be damaged and it will be extremely difficult to repair our image.
金娜娜_Nana2021-09-26 23:20:01
Taking the possible repercussions of the current policy into consideration, the sales department recommends changing the no-exchange / no refund policy by the end of this month. The details will be explained in the following.
For the sake of preventing customers from taking advantage of the new policy, they should be allowed to exchange their products or ask for refund only under specified circumstances.
As far as the exchange of merchandise is concerned, patrons should be allowed to do so if it is discovered that the products do not fit them. Concerned buyers should post detailed descriptions or videos proving that the shipped costumes are under-sized or over-sized on our official website or our E-commerce platforms on Tmall and Ebay. In the meantime, customers should also be permitted to swap for other items of merchandise if it is found that the final products are damaged by carrier companies like SF Express and DHL. As for the request for refund, it should be granted only if our online sales agents seriously violate our code our conduct, such as misleading our customers related to the features and prices of products. In order to protect our goodwill, the associated staff should be dismissed and a letter of apology should be written to the patron. With the implementation of the above-mentioned measures, it is believed we can strike a balance between safeguarding our interest and achieving customer satisfaction.