Yesterday I received this e-card from Bell Mobility.
The card was fine, but it got me thinking: What does a corporate Christmas wish mean to a customer?
This one stopped at wishing me the best (never a bad thing, just a missed opportunity from a marketing point of view).
It also told me I am in a database, which I know of course. There may be an illusion of a relationship here, but when viewed through cynical customer eyes, it’s just an impersonal, one-way marketing piece meant to connect me further to the brand. It isn’t about me, the customer, at all.
What might Bell have done differently?
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Bell missed an opportunity here to create some loyalty and communicate where their heart is as a business. They could have:
- Told me they are doing something philanthropic in the spirit of the season, using the money they made from me.
- Offered me relevant personalization. “Hey Doug, thanks for joining us this year!”
- Offered me a gift (something this much smaller company does so well). Telus Mobility gave me their calendar every year.
An empty corporate Christmas greeting may satisfy some, who are caught up in the rush of the season and don’t think too much on it.
But customers want more from a business these days.
No one is likely to feel bad about Bell for sending this greeting. But “don’t feel bad about them” is not the ringing endorsement a company wants to achieve through its marketing.
Did any corporate Christmas greeting catch your eye?