3. After submitting the emergency report on usability frustrations, you realize the company could benefit from a more systematic way of collecting feedback from customers. Which of the following media choices would you recommend and why?

a. Publish the software development managers email address and invite customers to write to that address whenever they get frustrated with any aspect of the software. b. Publish a toll-free telephone number that users can call whenever they are frustrated with the software. Operators can record the information and then email the results of each call to the software development manager. c. Build an Internet link into the software that gives users access to a feedback form whenever they get frustrated or confused. They can instantly record their grievances, and the information will then be transmitted to H&R Block and automatically fed into a searchable database. d. Create the same form and database described in choice (c) but put the form on the H&R Block website, rather than embedding it in the software. 4. You think youve spotted a potential business opportunity for H&R Block: a mobile app for personal financial planning. The company already has a mobile app for tax preparation, but a general-purpose financial app would let users track expenses, balance their checking accounts, and perform other routine tasks. You know that such a product would be a strategic departure for H&R Block, which has always been all about taxes, so your proposal will surely encounter some resistance and skepticism. Which of the following approaches should you take in organizing a proposal that recommends the company explore the possibility of creating this new app?

a. Launching a new product is a serious business decision, so be direct. Come right out and say what you propose in the opening paragraph of your proposal and then back that up with details in the body of the message. Your readers will study the supporting details and then evaluate your idea on its merits alone. b. The fact that H&R Block doesnt already have a financial planning app is mystifying to you. After all, the company is one of the best-known firms in the financial services sector. Your proposal needs to be not only direct but also blunt: Without exactly saying so, you need to convey the message that only a fool would ignore an opportunity like this. c. Your proposal should take an indirect approach because your readers will initially be resistant to the idea. Moreover, it would be bad form to dictate precisely what the solution should be, so write only in general terms (such as the opportunity for smartphone software apps is significant) and let the readers reach a conclusion on their own (as in, deciding specifically to create a personal finance manager for smartphones). d. If the proposal doesnt quickly address the audiences reservations regarding moving beyond tax preparation tools into general-purpose financial tools, audience members wont bother to read the details or consider the proposal. Consequently, an indirect approach is best. Start by announcing that youve identified a business opportunity that is ideal for H&R Block but needs to be acted on soon or a competitor will get there first. After youve captured the audiences attention with that intriguing opening, continue with your persuasive argument in favor of the financial planning app