Final Exam 3 paragraphs, with no topic drift

Netflix CEO Reed Hastings’ memo is effective in appeasing upset customers because the memo uses conversational, emotional language that connects with customers on a human level.  For example, Hastings explains that he “love[s]” both the DVD and streaming services for different reasons; that, for him, “the Netflix red envelope has always been a source of joy;” and that he knows the new Qwikster logo will grow on him over time but that “it is hard.” By using words like “love” and “joy” and by making clear that the Netflix CEO, like his customers, uses and enjoys Netflix’s present services and experiences feelings of sadness during the transition to a new business model, Hastings relates to customers on a person-to-person level. He shows that he feels the same as his customers while allowing those customers insight into—and ultimately, empathy for—how he must feel as CEO. With its appeal to customers’ feelings, Hastings’ memo is effective in repairing Netflix’s reputation with its customers.

Bad Example #1 (VAGUE EVIDENCE)

Netflix CEO Reed Hastings’ memo is effective in appeasing upset customers because the memo uses conversational, emotional language that connects with customers on a human level. Hastings talks to the customers like they are people he knows, not like they are just people that he makes money from. His words make it clear that he really cares about them as people. He makes them care about him, too, by showing that the Netflix changes hurt him just like they hurt the customers. Appealing to customers’ feelings makes this memo effective in making sure people feel positively toward Netflix after this crisis.

Bad Example #2 (TOPIC DRIFT)

Netflix CEO Reed Hastings’ memo is effective in appeasing upset customers because the memo uses conversational, emotional language that connects with customers on a human level. For example, Hastings explains that he “love[s]” both the DVD and streaming services for different reasons; that, for him, “the Netflix red envelope has always been a source of joy;” and that he knows the new Qwikster logo will grow on him over time but that “it is hard.” A mass memo can seem like a cold document, but the fact that this memo is long enough to address all the issues that customers are worried about in a detailed and heartfelt way makes customers feel cared for. In addition to relating to customers emotionally, Hastings’ memo appeases customers’ primary financial concern by assuring current customers that, for them, the switch in business model will not involve a price increase. The many references Hastings makes to the future also make them feel reassured, because they understand that the business will actually offer them greater benefits in the end.