Mary was working at the office, and she received an e-mail alert from the water company.  There was a water outage in her neighborhood.  It looked like it was going to be a couple hours to fix the issue.

Sure enough, a few hours later around mid-afternoon, Mary received another e-mail with the Subject “Water outage is fixed.” It was a long e-mail, but the Subject seemed to say it all, so she went back to her work.  When Mary got home and got a snack, she brought a glass to the kitchen faucet to get a drink of water.  Out of that faucet came some of the most disgusting looking and smelling brown water you’ve ever unexpectedly seen sputtering out of a faucet.  Nasty!

After the initial shock, it clicked with her that this was probably because of the water outage and whatever work they were doing to fix the pipes. So, she let the water run in the sink for about 5 minutes, but it still wasn’t clear and still smelled pretty bad.  She called the utility’s information center, but they were closed for the day.

Frustrated, she got something else to drink, made a quick dinner, and watched TV.  After dinner, she went back to the e-mail to see if there was some other way she could get in touch with somebody to let them know about the water quality issue.

Going Back to the Notification

She started reading the e-mail, going through paragraph after paragraph, and all of a sudden she read that the water could be brown after a repair such as this, and she needed to use a high-volume outlet – like either run the garden hose or run water in the bathtub – to get a lot of water cleared out of the pipes quickly so that water quality could get back to normal.

The information she needed was in the e-mail, but it was buried late in the message.  It wasn’t highlighted; there was no bolded header.

Highlighting the Points Most Important to the Customer

What could the utility have done better in this situation?  It could have realized that what was most important to the customer was having water quality and knowing her part to get clean water again.  The organization could have highlighted those points up front instead of expecting the customer to read through several paragraphs to see if there was anything important they needed to know or do.

When something is important to convey, don’t assume the customer’s going to read every detail.  Put the pertinent information up front.

Don’t bury the Lede.

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