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Hallmark Business Connections: Mastering Personalization for Lasting Customer Connections

Building Authenticity and Trust in Business through Impactful Communication

Shep Hyken interviews Patrick McCullough, president of Hallmark Business Connections. He talks about how businesses can use the power of personalization at scale to strengthen relationships, create emotional connections, and enhance the customer experience. 

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Top Takeaways:

  • Authenticity and personalization can strengthen business relationships, build trust, and create emotional connections that lead to repeat business and loyalty. 
  • Personalized notes are a powerful tool in business. They break through the clutter of digital communication and create a meaningful connection with customers and clients. Greeting cards can be used strategically to strengthen business relationships. Sending cards for special occasions, milestones, or even reminders for appointments can show thoughtfulness and attention to detail. 
  • A well-thought-out client journey map can ensure that personalized notes are sent at the right moments. By mapping out the timeline of each client’s relationship, businesses can create a systematic approach to sending cards and notes. 
  • Building trust and authenticity is crucial in business. Sending personalized notes creates emotional connections and reinforces the credibility and reliability of the brand or company. 
  • The physical and digital worlds can work together to enhance customer experience. By combining the magic of the “old school touch” with digital tools, businesses can create a seamless and impactful communication strategy. 
  • Businesses can use life touch points such as birthdays, holidays, Mother’s Day, and Father’s Day to connect with customers. But, what customers find surprising are business touch points that also create connections. For example, a customer signing up for a new health insurance plan may be expecting onboarding materials and contracts. So, sending a personalized note that says, “Thank you so much for choosing us, and we’re going to do everything we can to stand by you.” makes for a more wonderful start to the experience. 
  • The impact of personalized gifts goes beyond the moment it is received. It leaves a lasting impression and can be a catalyst for repeat business, increased customer loyalty, and referrals. 
  • Plus, Shep and Patrick talk about companies that have mastered personalization at scale. Tune in! 


“Customer experience goes beyond the experience inside our stores, on the apps, or within our website. Customer experience is also about trust, loyalty, and building relationships in a more meaningful way.” 

“Greeting cards provide a tangible and unique way to break through the digital noise and make a lasting impression on customers and clients.” 

“Using personalized greeting cards allows businesses to make each recipient feel special and valued, even when sending messages at scale.” 

“When was the last time you thought about making a difference in your customers’ lives, even in a small way? Those small ways can build customer relationships and differentiate you from your competitors.” 

“Creating unexpected touch points and personalized moments leaves lasting memories and a positive experience for your customers and even for those who may not be buying from you at the moment.” 


Patrick McCullough is the president of Hallmark Business Connections, which helps businesses strengthen customer and employee relationships by deepening emotional connections with them through life event marketing. 

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.    

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:   

  1. How can businesses strengthen their relationships through personalization? 
  2. How does technology play a role in creating authentic handwritten notes at scale? 
  3. Why is it important for businesses to build trust and emotional connections with their customers? 
  4. What is the role of personalized notes in building trust and loyalty in the business world? 
  5. What are some creative ways businesses can use personalized greeting cards beyond traditional occasions like birthdays and anniversaries?

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