Discovery's lousy goodbye

In light of changing jobs, I am required to change my medical aid to that used by my new company. I received the following SMS from Discovery, my current provider:

We value as a member and would like to discuss
your withdrawal. Please contact Discovery Health
on 0860... so that we can help you in any way we can.

If Discovery is aware that changing jobs often necessitates a change in medical aid etc, then I can't quite see the point of this message besides being part of protocol. In this case, a message customised to the circumstance may have been more impactful and slightly more relevant.

If, on the other hand, this is the standard communication that the brand sends to soon-to-be ex-customers, then this is a pathetic attempt at customer relationship management.

First, the communication is generic and in no way indicates that they are actually speaking directly to me: Jayne H, Policy Number: X. The fact that it is so generalised makes me very doubtful that this message is actually sincere or serious.

Second, why on earth would I or should I phone them? Whether I am obliged to leave them or choose to leave them (and the brand is genuinely interested in which it is and why), then surely it would make more sense to contact me directly via email or phone?

Regardess of my experience of the brand thus far, I certainly can't say I feel valued. I'm certainly not asking for a teary send-off, but if Discovery has no intention of making an effort to find out why I am leaving when it claims I am valued and it is interested, I might have been less bothered if the brand avoided making any contact with me altogether, rather than sending a lazy, impersonal "Please Call Me."