Article | Customer Experience

Hallmark Cards Are a Customer Experience

Rhonda Basler
Female smiling and laughing with friend
Female smiling and laughing with friend

Customer experience. Because it is comprised of so many principles, it can be difficult to define. Bruce Temkin of Temkin Group published an article that summarizes CX in the best possible way (read CX for Smarties, A Beginner’s Guide to Customer Experience). Bruce defines CX as “the perception that customers have of their interactions with an organization.”

Some of the most successful brands in the world infuse the values of CX in their marketing, branding and company culture. Why? Because a strategic customer experience builds loyalty, defines values, delivers on brand promises, aligns organizational goals and generates customer insight.

It’s safe to say that customer experience is important. But are there ways that you can implement CX easily in your marketing and company culture? Enter Hallmark.

Receiving a Hallmark Card Is an Experience

We all know the feeling. An envelope that stands out from the rest of the mail. An unexpected card sitting on your desk as you arrive to work. The friendly and iconic Hallmark seal that you can’t wait to unstick.

What’s inside? You don’t know, but you can’t wait to find out. A Hallmark greeting card makes you feel special and, most importantly, instantly connects you emotionally with its sender.

Watch our video about how Hallmark can help your business:


We are Hallmark for Business

At Hallmark Business Connections, the B2B subsidiary of Hallmark, we specialize in creating authentic customer experiences and meaningful employee recognition programs that drive results. Whether your customer or employee is celebrating a business event (welcome, anniversary, appreciation) or life event (new home, congrats, birthday, holiday), most companies have great intentions of reaching out personally at these times. We make it easy for you to follow through on your good intentions so you never miss the moments to create a differentiated employee or customer experience.

Building strong relationships with customers can be challenging. We help companies create programs that move the needle on critical customer experience metrics.

Hallmark Cards’ Effect on Customer Experience

Sending Hallmark cards creates a positive customer experience. It’s been found that after receiving Hallmark cards, customer satisfaction ratings increase, as does the perception of how easy it is to do business with the company sending the cards. (I know—this one surprised even us at Hallmark. Who would have thought that the experience of receiving a card could change the customer effort score?) For you, this means happier, more engaged customers, and that translates into increased revenue…just from simply sending Hallmark greeting cards.

STAT increase 25 pts light blue

Increase in customer satisfaction

STAT increase 13 pts

Ease of doing business was rated higher in card recipient groups.

SOURCE: Client-reported results
STAT 32 percent increase light blue

Higher Revenue

SOURCE: Client-reported results

Client-reported results.

The Changing Customer Experience World

Customer experience trends and best practices are constantly evolving. With the speedy evolution of this discipline, it can be hard to stay on top of the latest and greatest in CX. To stay ahead of the curve, we are active in the Customer Experience Professionals Association (CXPA), which was launched to increase the impact and visibility of this unique industry.