17. Evaluate a company response to comments online.

Imagine that you are a manager at the department store JCPenney. A new employee, Marni, is responding to customer comments online and wants your advice on her draft. She says that she wants to keep responses short and doesn’t see the point of adding anything. In an email to Marni, provide your feedback on her draft—and rewrite the response. Consider how you can personalize the response and perhaps engage the customer to tell you more about his or her experience.

Original post: “Ordering online with JCPenney is a breeze! What a great website—

easy to find anything and easy to navigate. I love JCPenney!”

Draft company response: “Thank you. This is nice to read.”