Netflix Sample Prompt: Review Netflix CEO Reed Hastings’s 2011 memo to Netflix customers upset by Netflix’s change in services, and argue — in one concise, direct, assertive paragraph — your response to the following question: Was Hastings’ communication EITHER effective OR ineffective in appeasing his audience, and why? To support your argument, use specific details from the provided text and your own logic and knowledge

Good Example Response #1

Nexflix CEO Reed Hastings memo is ineffective in appeasing upset customers because he spends the early part of the memo justifying and explaining his own experience, while failing to address customers’ primary concern about cost until much later in the document. For example, Hastings states toward the beginning of his memo that he “should have” preemptively explained to customers why Netflix is splitting its services and increasing prices. He explains that “it wouldn’t have changed the price increase, but it would have been the right thing to do.” Hastings ruminates on his own feelings about Netflix’s changed service, discussing his love of Netflix’s streaming service and justifying his rationale for separating that service from the DVD by mail one. His own experiences, both as a Netflix viewer and as company CEO, inform the bulk of the memo, making it seem out of touch with consumer concerns. Had Hastings based his communication with consumers around their collective concerns rather than around his unique experiences, he would have appeared more relatable and less self-righteous. Although Hastings does rescind Netflix’s price increase for current customers later in the document, his memo is ineffective in appeasing his audience because it is likely that many would have stopped reading by then due to the self-centered and out-of-touch rhetoric throughout the early part of the memo.

Good Example Response #2

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 Response #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 Response #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.