It's the little touches that matter(ed)

Today I received a nice customer service letter from Scotiabank:


Nice, right? Checking to see if I’d like to get a lower rate, or if I’m thinking about moving. That’s a pretty good customer experience. Especially since I’m not one of their customers anymore.

It’s true, my mortgage was with Scotia, but I moved it to another bank. Eight months ago. So, that’s a big old marketing database/process fail.

On further inspection, I have a hard time believing I am, in fact, a “valued customer” when a) they don’t know I left them eight months ago and b) they called me “Valued Customer” instead of my name. Mail merge, guys. Try it on.

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