I’ve just hopped into a Parisien taxi to take me to the Gare du Nord for my journey back to London. As I did, I got two text messages as per the screenshot. Turns out I’m due for a check-up at the dentist. Only, this dentist is — if its the one I’m thinking of — about 100 miles away from where I now live.So actually, I don’t think I will be going back. It’s near my parents’ place. I could, theoretically, go to the dentist and combine that with a visit to the parental units. The service at the dentist was excellent. Knowledgeable, professional, pain-free. I liked the fact they had a blog too! I spent a good few thousand pounds with them on account of an annoying infection a while ago. I’ve also got, I dunno, about £3-5k’s work outstanding. To fix the temporary tooth etc etc etc. I won’t bore you with the intimate details. My point: I’m worth a lot of cash to that dentist. A heck of a lot more than the average £100 a month. Switching costs are high. Even though I’ve moved I’d still do the 100 mile round-trip for service. I like my expectations managed so I’d rather do this than find a new dentist. But, we are out of touch. The last time I was there? Maybe 1.5 years ago? I’m not bothering phoning them though. Why not? Simple. They’re probably closed. And frankly, I don’t want to have a conversation right now. An email, yes. A text message, yes. Not a phone conversation. It’s too much brain power for me. And I’m right. I’m the customer. I’m the one holding the 5k looking, at some point, to get the temporary tooth sorted out. I’m worth about 166 times more than a standard 30 quid check-up patient. So how has this surgery reached out to me? With a one-way SMS system. Sent from a ‘means nothing’ “SOE” identifer. What does “SOE” mean? Why can’t I reply back and engage with them? Its one of those things I need to get done. But not enough to actually pick up the phone. If I could reply, I’d have asked them about my tooth, asked them to talk to the dentist and probably arranged a time in the next few weeks to pop over. But they’ve given me no facility to do. Beyond phone. Meanwhile I will probably just go to the place my wife checked out in Marlow at some point soon. I really don’t understand why dentists (and other such places) haven’t yet caught on to the potential of two-way SMS. Any ideas?