01. Email Etiquette – Part 01

Narrator:
Ruchi Saxena, a manager is counselling Kunal Jha, a Relationship Manager over an HNI customer escalation. The customer, Mr. Jagdish Sangi, has several service issues with the financial firm, but what finally prompted Mr. Sangi to put in an official complaint was a series of emails that he received from Kunal, his RM.
We pick up this conversation midway, once the service issues have been addressed. Ruchi is now addressing the way Kunal approaches his email writing
Ruchi
(Sitting across from where Kunal is sitting)
So Kunal, those operational issues aside, what are your thoughts on the customer’s feedback on those emails you sent him?
Kunal
(Shrugging his shoulder)
“You know, Ruchi, I can’t figure this guy out. It’s very painful dealing with this customer. He has an issue with everything I do.
Ruchi
Not everything, Kunal. He specifically mentioned that your emails were the problem. Do you know specifically which ones he’s referring to?

Kunal
Specifically? No, it’s …I just think he has a problem with me personally. He probably thinks I’m too young and too stupid. But seriously, who cares about or uses emails these days, Ruchi? And it’s not like I have disappeared on him. I do keep him updated on the progress. These complaints are just his way of saying he doesn’t want me as his RM.
Ruchi
Interesting! Let’s take a closer look at what the client took issue with, okay? I had a chance to talk to this customer offline – I used to take care of him when I was an RM myself – and we share a good rapport. That’s how I know he doesn’t have a personal problem with you. I took a closer look at those emails you sent Mr. Sangi…and I could kinda see where the customer was coming from.

Kunal]
(Surprised)
Really? You’re saying this is all my fault. I do my very best for this customer, Ruchi. You know I do.

Ruchi
It’s not about laying blame, Kunal. That’s not what this conversation is about. I know you take your role seriously, and I can see how driven you are to be the best you can be for your customers. It’s just that, on closer inspection of the facts, I see an opportunity for you to get even better as far as your emails are concerned. I have been where you are now, and I’d like to offer you the benefit of my experience. If what I say doesn’t make sense to you, or if you have a better idea, you don’t have to accept my suggestions. Is that okay with you?

Kunal
(Nods in agreement)
Okay. Right. What did you see in those emails?

Ruchi
(Pulls up an email on her laptop. Kunal huddles up to see the screen too)
Here. Let’s look at this email here. This was where Mr. Sangi wanted his statements for the last financial year emailed to him urgently. He contacted you via email…

Kunal
Yea. And I placed a request on my system for those statements. I emailed those statements to them within three days, as is the TAT for such requests. So, what’s the problem?
Ruchi
You didn’t respond to the email. At least not this first one…

Kunal
Yea, but he didn’t ask me any direct questions. And he knows how long statements take to get delivered, he’s asked for statements before. There were no other issues to address. Are you suggesting I respond just for the sake of responding?

Ruchi
Think about it, Kunal… this was an urgent request…how was Mr. Sangi supposed to know you had even read his email? He tried calling, he said, but could not get through to you, for some reason.
So he did the only thing he could…

Kunal
(thoughtfully)
He sent me a follow up mail…

Narrator:
Email Etiquette: Rule 1: Always Respond
People nowadays tend to believe it’s optional to answer emails. This is probably because of the sheer number of emails we receive.- and ignore daily. The stakes are different when it comes to work though. Co-workers and clients do not appreciate being ‘ghosted’ or left in the dark. Just a simple, ‘Thank you. I’m on it. I’ll be able to get back to you by …” is enough.

Kunal
Okay. That makes sense. Even when I’m not asked a direct question on an email, I should respond saying that I have received and understood the email.

Ruchi:
Yes. Remember, the only thing more important than writing a good email is responding to one.
Now, it appears when the client followed up with you asking you how many days it would take, you responded.

Kunal
Yes. I apologised and told him it would take three to four days. See?

Ruchi
(Points to the screen)
Yes. But look at this…this…and this here. Is this texting lingo?

Kunal
(Sheepishly)
Um..yeah. I replied to that email through my phone. I was switching between an online messaging app and my email window. I guess the language spilled over. He complained about that? Is that such a big deal?

Ruchi
I’ll say it is, considering that the client had to call you back asking you what ‘3-4. M sry fr d l8 rply’ meant. Apparently, Mr.Sangi was thoroughly confused with that.

Kunal
Come on, Ruchi. He asked how many days? I mentioned 3 or 4, which is an obvious reference to days, no?

Ruchi
Obvious to whom, Kunal? And who is this about, the HNI customer or you? If it’s confusing to our customers, it’s bad for business, don’t you agree?

Kunal
Yeah. I guess. Okay, I’ll be doubly careful about emailing from my phone in future. I’ll take a few seconds and remind myself – this is work – before I start typing.

Ruchi
Sounds good.

Email Etiquette: Rule 2: Avoid Texting Lingo
While no one is suggesting that you write elaborate verbose sentences that would make Shakespeare proud, we recommend you do take the effort to draft simple, complete, grammatically-correct sentences and steer clear of casual abbreviations like “lol” and “thx + rgds.” Avoid emojis too. Think about it. Would you draft a formal rent agreement document in tapori slang or gangster rap? No, right? There is yet a place for formality in business email writing, and maybe that’s a good thing too.
Ruchi
(continues)
Okay, now…let’s look at a different issue. Here, this one. (pulls up another email)
It’s a chain of emails – regarding organising a demand draft for Mr. Sangi.

Kunal
Yes. I recall this one. I learnt my lesson and responded to every single email Mr. Sangi sent me. Turns out that was a problem too. Mr.Sangi didn’t like the back-and-forth of emails, and scolded me for not just calling him about it.

Ruchi
Here’s something I learnt on the job. Customers hate when people send 20 emails back and forth instead of just picking up the phone. If we’ve exchanged 5 emails on the same topic and something’s not being communicated correctly, next time just pick up the phone! I do this all the time and almost always, a simple 5-minute call can clear up everything.
Kunal
Hmmm. Makes sense. I don’t like getting multiple emails from my co-workers on the same subject either.
Ruchi smiles, and flashes a thumbs up sign

Email Etiquette: Rule 3: Be thorough, but know when to switch away from e-mail communication
Avoid multiple messaging by planning out all the points you want to make in advance and re-read your message to make sure you covered everything before hitting send. Similarly, if your email includes an attachment, make sure you specifically reference that in the message. Never just assume the other person will see it. Avoid using relative dates (e.g. today, tomorrow, next week) and use absolute dates instead (e.g. July 14th, July 15th, July 21st) or even a combination (e.g. “Could you reply by tomorrow, July 15th?”)
In spite of this attention to detail, if you find that you aren’t getting across to the other person, switch to live conversation, whether face-to-face or a phone call. Because chances are the issue at hand calls for a higher level of communication than email can afford. Be smart.
Ruchi:
Good. Before we move on to the final issue that Mr. Sangi had with regards to the way he was communicated with, just wanted to point something out to you. We’re still on the chain mails on that demand draft. If you remember., Tthe customer had asked us to prepare a demand draft that he was to present to one of his customers. At some point, he decided to forward the mail you sent him directly to his clients, with his superiors in cc, as proof that finances were being mobilised. Now here…have a look at this…

Kunal peers into the screen
(looks shocked)
Oh man! Oh God! I swear I didn’t see that.
Ruchi
(just cannot suppress a smile)
Yes. Our clients last name is Sangi. You’ve spelled it as…

Kunal
Dangi! A rioter!

Ruchi
Yea. That name stuck to him for a while, and he hated it. Also, look at how you’ve spelt demand draft. You have actually typed ‘Remand draft’. Are you committing to helping him or committing him to police custody?
Ruchi gets serious
I hope you realise that the joke is not on the client, Kunal. It’s on us! These emails don’t give the impression that they have come from a competent multinational firm. It appears more like these emails came from a local agent down the road.
Kunal.
I am so sorry. I will proofread all my emails in future. I must admit I don’t do that right now.
Ruchi nods
Okay. I’m counting on it.

Narrator:
Email Etiquette: Rule 4: Proofread Your Emails
It is impossible to rectify spelling someone’s name incorrectly. And people can’t help but take it personally when their names are misspelt – Highly avoidable in a business setting.
Furthermore, as pointed out by R. Craig Hogan, director of the Business Writing Center and author of Explicit Business Writing, people judge their colleagues based on their writing ability, rightly or wrongly. Those who write poorly are viewed as less intelligent, less educated and less competent. Those who are articulate are seen as intelligent, educated and capable.”
It’s worth keeping that in mind, isn’t it? Is it reasonable to gamble away your good name on a piece of writing you draft poorly?

Ruchi
Okay now let’s take a look at the final issue that upset our customer enough to send a formal complaint. It’s in the final response you sent to the customer, letting them know that the demand draft was ready. Notice that up to this point, he wasn’t ‘officially’ angry – he didn’t express any displeasure or discontent to you.
Kunal
True. What did I write that tipped the scales?

Ruchi
Look at this line here after the salutation.
You wrote “Finally, you got what you wanted. We bent the rules for you, because you’re so special’
And it’s in CAPS.
Kunal
Er…I was just trying to inject some humour into our conversation. You know, because I was so excited that for a change, we were able to serve him faster than is normally possible.

Ruchi
Your intentions were good, Kunal. But did you know that capitals in text writing are the equivalent of someone shouting. And humour without explicit context can appear sarcastic. Put shouting and sarcasm together, and that becomes a dangerous combination. The customer thought you were being patronising, by the way – that you were being snobbish, under the guise of being helpful.

Kunal.
Oh man! I’m going to call Mr. Sangi the first chance I get and apologise for everything.

Email Etiquette: Rule 5: Pay attention to your tone of writing
It can be challenging to show personality through email. Avoid joking and sarcasm. It’s easy to misinterpret the tone of an email, and you may think you’re being funny, only to have your joke taken the wrong way. Same thing with sarcasm. Always be polite, professional, and straightforward on business emails. Save the witty comments for your close friends or personal emails. And never, ever write an email in all caps. It’s considered aggressive universally.

Kunal
Thanks for sharing this feedback with me, Ruchi. This is my first real job, you know. I didn’t have a lot of exposure to using e-mail formally, even during college, and then, suddenly I was expected to know exactly what to do on an email platform.
Ruchi
I know, Kunal. That happened to me too. That’s why I’m talking to you about all this.
But we’re not done yet. There are things you’re doing fabulously well on emails. I’d be amiss to not point them out to you.