In a world obsessed with automation, AI, and rapid-fire communication, what if the most powerful customer experience (CX) tool was… a greeting card?
Yep. A good old-fashioned, paper-in-the-mailbox Hallmark card.
That’s exactly what Episode 260 of the CXChronicles Podcast explored when Patrick McCullough, President at Hallmark Business Connections, joined host Adrian Brady-Cesana for a deep (and heartfelt) dive into the very human side of customer experience.
Let’s unpack the biggest takeaways from this episode and why, maybe, it’s time to add a little analog to your digital CX stack.
🎯 1. The 80/20 Rule of Feedback (and Why It Works)
Every great CX team talks about customer feedback. But how do you use it in a way that actually drives business?
“80 for 20 — that’s a founding way that we take that feedback and use it in all of our underlying business practices.” — Patrick McCullough
Instead of reacting to every little thing, Patrick’s team focuses on the 80/20 principle – also known as the Pareto Principle. It means they prioritize the 20% of feedback that leads to 80% of the value. It’s smart, strategic, and keeps their efforts laser-focused. If you have followed along on the CXChronicles podcast, you know that we love the Pareto Principle.
💡 2. Quantitative vs. Qualitative: You Need Both
Patrick breaks it down beautifully. Data is great: Numbers, percentages, and KPIs (Key Performance Indicators) all matter.
But so do stories.
“There’s both the quantitative and the qualitative – and the qualitative has been really profound.” – Patrick McCullough
While metrics like sales lift, churn reduction, and customer satisfaction surveys give you the hard data, it’s the human stories that move hearts – and often, wallets. And while Hallmark is often associated as a business of hearts, it is just as much a business of human relations.
🛠️ 3. What Hallmark Cards Do for Utilities, Insurance, and Retail
This is where it gets interesting. Hallmark isn’t just in the business of cards. They’re in the business of emotional connection – at scale.
For example, a natural gas provider called Spire uses Hallmark’s Care platform in its call centers. When agents hear about life events – a birthday, a death in the family, financial struggles – they send a personalized Hallmark card.
Simple? Yes. But deeply effective.
“The Hallmark card is always a very focused relationship touchpoint.” – Patrick McCullough
In one case, a woman who had received such a card called into a local Atlanta radio show to share her story. She hadn’t expected kindness from a utility company – but that one card changed her entire perception.
“It wasn’t just a billing program. It was, ‘We’re truly trying to be there for you as a person.’” – Patrick McCullough
📣 4. Real Impact: One Card, One Call, 100x Effect
This was one of the episode’s best mic-drop moments.
“If one person calls into a radio show to talk about it, that means there’s a hundred others who felt something just as powerful.” – Patrick McCullough
That’s the 100x effect. If you’re hearing one amazing story, it’s just the tip of the iceberg.
Most customers don’t give feedback – positive or negative – unless the experience is extreme. So when you get powerful stories like this? Take note. It means you’re doing something big.
🧠 5. Culture = Strategy (Just More Human)
Hallmark’s employee engagement is no accident. Patrick shares that their engagement score for corporate staff was around 85%, which is excellent in today’s workforce climate.
📊 A Quick Note on Employee Engagement
When Patrick McCullough casually mentioned that their team reported an 85% employee engagement score for corporate staff, your ears should perk up – because that’s way above average.
To put it into perspective, Gallup’s 2023 State of the Global Workplace report found that only 23% of employees globally and 34% in the U.S. are engaged at work. Even among top-tier companies, hitting over 70% is considered elite.
So yeah, 85%? That’s not just good: that’s exceptional.
Their secret? Transparency, action, and respect.
“We ask for feedback, share what we heard, and commit to action. That’s leadership accountability.” – Patrick McCullough
It’s also deeply cultural. Hallmark is a family-owned company and while Patrick is quick to say it’s still a business, he acknowledges that the culture is unusually close-knit.
“It’s not a family. But culturally, it’s as close as you might ever imagine.” – Patrick McCullough
And they don’t just focus on warm fuzzies – they use their culture intentionally to drive outcomes: better customer service, stronger employee engagement, and ultimately, long-term business success.
🤖 6. Human Touch in an AI World
Host Adrian Brady-Cesana drops a challenge at the end of the episode that every CX pro should hear:
“When everyone else is ripping toward AI and automation, maybe it’s time to think tangible: Something real.” – Adrian Brady-Cesana
We’re not saying ditch your chatbots. But think about milestone moments in your customer journey. Where could a personalized, analog experience add real value?
Birthdays. Losses. Renewals. First-time purchases. Complaints turned into wins.
Adrian says it best:
“This is yet another tool in your toolkit for a personalized, differentiated touch.” – Adrian Brady-Cesana
🧭 Final Thought: Care at Scale Is Possible
So many brands say they want to “be more human.” But they struggle to scale that intent.
Hallmark Business Connections proves that human connection and business results aren’t mutually exclusive. In fact, they feed each other.
If you’re looking to inject authenticity, care, and emotional intelligence into your customer experience – even in highly regulated or “boring” industries – maybe the answer is already in your mailbox.
This article was inspired by Episode 260 of the CXChronicles Podcast, hosted by Adrian Brady-Cesana, featuring guest Patrick McCullough of Hallmark Business Connections.
