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This column is for self-study or classroom use and gives guided help with reading the wide variety of writing styles and topics that appear as feature articles in the Bangkok Post. The lessons include background information, skill-building practice and vocabulary explanations. March 1, 2005 Repairing the damage INTRODUCTION

Much of the English writing you do probably takes the form of an exercise. This is usually not very realistic and your main interest is often just to finish so you can go on to do more interesting things. But what if you were writing for real? And what if the reputation of the company you were working for depended on what you wrote? That was the case for the writer (or, more probably, writers) of the message on this page. You can be sure that every word and every sentence was carefully analysed before being approved. Yes, language is important and this message is clear proof. You probably remember the situation that caused this message to be written. It took up a full page in the February 15 issue of Bangkok Post, a little less than three weeks after an angry Honda customer smashed up her car in front of a large group of news photographers and reporters. Look at the background story on this page for additional details. Clearly, Honda’s reputation was badly damaged and the company needed to respond. The apology on this page was one of its responses. Read it and then evaluate it. Do you think it was the right thing to do? Was the message an effective one? Here are some things to consider: 1. Do you think the tone (the style and feeling expressed) is correct? Does it sound sincere or is it just a public relations exercise? Does it make your feel the company really wants to make things better for its customers? Point to examples from the message to support your ideas. 2. Whom does the company blame for the problem that occurred? Is the angry customer mentioned at all? 3. What does the company apologise for? Its service? The quality of its products? Both of these? Give examples to support your answer. 4. What specific steps does the company promise to do to make things better? Do you think these steps are good ones? Are they enough? 5. Finally, if you were giving the message a grade, what would it be on a scale of A to F. Give reasons for your answer.

OUR STORIES FROM THE BANGKOK POST From Honda’s heart to all our valued customers Honda sincerely apologises for our failure to listen to your concerns; we promise to change; we are committed to restoring your confidence in every aspect of your ownership of your Honda automobile. Honda Automobile (Thailand) Co., Ltd. (HATC), sincerely regrets the emotional distress and inconvenience suffered recently by a number of our customers. We apologise unreservedly for our failure to respond to your concerns in a timely and responsible manner. We pledge to do everything possible to restore your trust in us. Honda’s promise to change Mindful of this situation, HATC has conducted an extensive internal analysis of all of our operations, from manufacturing quality to after sales customer service delivery. In addition, we have met with all our business partners – the owners of our 105 nation-wide authorised dealers (112 Showrooms) – to develop new and improved systems which will ensure that the problems of recent weeks are unlikely to occur again. Most important of all, both HATC and our dealers have reaffirmed our mutual determination to place our customers’ satisfaction above all else. Delivering on our promise Reacting faster and more effectively to every customer’s concerns  -        We intend to enhance the quality of staff operating HATC’s 24-hour Honda Call Centre. Tel: 02-975-5999 (24 hours) -        We will introduce a new Customer Relations Network System in June, 2005 connecting HATC with all our dealers and service centres which will transmit any customer’s complaints immediately to HATC -        We well open 20 new service centres and expand our overall service capacity within this year. Enhancing our customers’ peace of mind -        We are offering all Honda owners a free, 16-point vehicle check from 1 March to 10 April, 2005 -        Effective 1 March, 2005 we are extending our Honda 24 hr. Roadside Assistance service to all current and future Honda automobile owners for the duration of their 3-year or 100,000 kms warranty, without charge. This service is also available to all other Honda owners on a pay-per-use basis. For information, please call Tel. 02305 8444. For service, please call Tel. 1 800 555 000 (from landline) and Tel. 1 401 555 000 (3 Baht per minute nationwide from mobile phone) Further enhancements to product quality -        Even though Honda’s build quality is already above the Thai automobile’s average standard, as confirmed by the independent 2004 Initial Quality Survey, we will work even harder to further improve it. committed willing to work hard and giving the necessary time and energy to do so restoring bringing back a situation or feeling that existed before regret to feel sorry about something you have done distress a feeling of great worry or unhappiness inconvenience trouble or problems unreservedly completely; without hesitating or having any doubts pledge to promise mindful to be aware reaffirmed stated again mutual shared by two or more people enhance to improve or increase the quality of something peace of mind freedom from worry (i.e., not having to worry to your Honda car has quality problems) effective starting on A public relations nightmare Deunpen Silakaet, a 28-year-old boutique owner in Bangkok's China Town, shatters the windscreen and dents the hood of her Honda CRV. Last January 27, local Honda executives suffered a nightmare experience when an enraged car owner stood in front of a large gathering of news photographers and reporters and proceeded to destroy her brand new Honda CRV with a sledgehammer and a shovel. Just to make sure her point was clear, Duenpen Silakhet, the owner of the car, had prepared a large banner stating, "I would not have done this if this was a really good car. My condolences to Honda." Worse yet for the embarrassed company, Ms Duenpen became an instant media sensation and hero to many ordinary people who felt their rights were often ignored by big businesses. Clearly, repairing the damage to Honda’s image wasn’t going to be easy and there were many reports of Honda customers cancelling their orders. Efforts by the company to explain that its technicians had actively responded to Ms Duenpen’s many complaints and had repaired her car on several occasions had no effect. Ms Duenpen stated firmly that she was tired of repairs and she wanted the company to replace her car with a new one. This, the company refused to do, saying it was against company policy. That may have been good policy but it turned out to be very bad public relations. Realising they had big problem, company officials acted quickly. Within days, they agreed to refund her money in full. Unfortunately, this did not end their discomfort. Ms Duenpen took the money and promptly bought a new Toyota. nightmare a very unpleasant and often frightening experience; a very bad dream condolences an expression of sympathy for someone who has died embarrassed feeling uncomfortable, shy or guilty about something • This lesson was prepared by Acharn Terry Fredrickson, BA Stanford, MA (TESL) University of Minnesota, Manager/Editor of the Learning Post at the Bangkok Post and general editor of this programme. Read our other instant lesson here. Return to our home page. | ? The Post Publishing Public Co., Ltd. All rights reserved 2005 | Last modified: February 28, 2005