Business Message: Wyndham Hotel Customer Survey Message
Almost every consumer is familiar with this type of form letter request for information from a business. The purpose (intention or goal) of such messages is twofold. First and foremost, it is designed to elicit information that may be useful to the company (the sender or transmitter) in terms of how it offers its services. If, for example, mothers with children complain that there are insufficient play facilities on the premises, Wyndham can add more child-friendly spaces in its hotels that attract a wide variety of families. Offering a place to air grievances also enables the hotel to 'make up' to a dissatisfied customer (the reader or receiver). It is rare that the average dissatisfied customer cannot be pacified with a free night at the hotel or a full or partial refund for the services he or she was dissatisfied with -- and good word-of-mouth is critical for a company to survive in today's competitive travel marketplace. Services between midmarket hotels are relatively undifferentiated, and gaining good informal press from customers, in terms of whether they recommend a hotel to their friends, is often just as invaluable as gaining positive press through conventional media channels.
The message or implied meaning the sender wants the receiver to glean is primarily that the hotel genuinely cares about the customer. Even for a discontented customer who cannot be pacified or whose complaint does not warrant additional attention, simply the act of being solicited for information can diffuse any sense of ill will. For the receiver, the purpose can likewise be multifaceted -- the receiver may genuinely want to inform the hotel of a good or bad experience; may want to get a sense of importance by giving the hotel 'tips' about how to improve service, or may want to get some sort of a 'free bonus' from complaining.
The technology used for the format...
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