Question

Discuss the problems in the following 

message (found in textbook, page 244) from a high end spa announcing that they are moving from postcard appointment reminders to electronic appointment reminders. Think about whether the direct or indirect approach would be appropriate.

Dear Mr. Hicks, 
July 1 we will be using electronic appointment reminders. We won't send reminder postcards in the mail anymore. You can get your reminders by email or by text. We are moving to electronic appointment reminders because it is easier, saves us postage, and it's faster than snail mail. If you don't have a computer or a cell phone, we can still mail them to you, but our preference is that we send them electronically, so if at all possible, please use the electronic option. Thank you. Rena Oliver.

Answer 1

The message in question is terrible news for the customers as the spa has been changing something going on for a long time. Customers of a high-end spa may not like this change because they are accustomed to and habitual of previous experience, and if the spa changes the way it does, things might push its customers to think of some other options.

Customers visit the spa for the experience, and this can even include the way things are conducted at a spa, including how they communicate. Humans do not like sudden change, which can bring negativity to their minds; therefore, a business should try to pass on the message subtly and indirectly.

The message which was sent to Mr. Hicks is too direct and looks like a telegram. It does not have any personal touch, and it seems that Rena is just sending a message because she has to; otherwise, she does not care much about it. Businesses should remember that if they are not cordial and gentle with their customers, their sustainability could come under fire because bad experiences quickly become news. More and more customers would start switching to some other business because of negative news/marketing.

Rena, in this message, should have first greeted the customer and then delivered the message subtly, offering the option of sending the postcard if the customer wanted that to happen. She should at no point have highlighted that the customer may not own a computer/mobile phone as it seems like the business is degrading the customer, and they can become furious. A high-end spa must be getting handsome revenue from customers like Mr. Hicks, and they should deliver any messages with great care and responsibility.

The messages also lack a proper closing and explanation. The business should have just highlighted that they are changing for the customers' good and not for their profit. This would have increased the probability of the customers accepting the change quickly and happily.

To conclude, a business should always be cordial and gentle with their customers in all of their communication to ensure that the message does not arouse negativity in the minds of their customers.