Why Human Connections Never Go Out of Style

by Jeannie Walters

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The world is fast. Technology invades every part of our lives, both in good and possibly not-so-good ways. As we rely ever-more heavily on the communication tools of any trade today, like email and texting, we crave more emotional and human connections to break through the clutter.

Human Connections

In customer experience, a personal touch can go a long way to improve a typical touchpoint in the B2B journey.

Human connections make a huge difference in B2B.

I recently spoke in Kansas City and was invited to visit the iconic Hallmark Headquarters, thanks to Rhonda Basler, a friend from the Customer Experience Professionals Association. Rhonda and I sat down and recorded this interview, where Rhonda explains more about the unique way Hallmark Business Connections puts the human touch in business-to-business relationships.

That’s right. We’re talking about B2B and Hallmark cards.

But more importantly, we’re discussing why they work well together.

Don’t just zero in on sales-focused events in your customer’s journey. Instead, start considering ways to say “thank you,” or “we’re here for you,” beyond the usual moments of truth.

In this interview, Rhonda shares how this idea sparks real relationships by connecting in such personal and meaningful ways.

It’s easy to take the simple greeting card for granted, but during my visit at Hallmark, it was clear how much care and thought goes into the humble Hallmark card. It takes art, careful writing and high production value. Each one connects with emotion and personalization.

That’s the power of using these familiar cards in the somewhat unfamiliar way of building business relationships.

So why am I sharing this today?

Because I believe anyone can approach their own customer journey and find ways to connect more personally or emotionally than we are today. Perhaps through a card, or perhaps through better language on an invoice or a simple hand-written thank you on a contract.

I hope this helps you identify ways to connect on a deeper level with your customers.

And for those of you waiting for a disclaimer…

I received no payment for this interview, and my goal is simply to share an innovative approach to customer experience. It’s fun to turn our thinking around and consider applying techniques which may seem old-fashioned to a modern-day challenge.

I hope you enjoy!

Last but certainly not least, thank you to Rhonda and the entire team at Hallmark for your hospitality and sharing!


human evaluationRhonda also asked me some questions about the importance of human evaluation at the intersection of marketing and customer experience. Check out the interview here!

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Jeannie Walters

Jeannie Walters is the CEO/Founder of Experience Investigators™ by 360Connext, a global Customer Experience consulting firm. She has 20 years of experience helping companies improve loyalty and retention, employee engagement, and overall customer experience. Jeannie is a Certified Customer Experience Professional (CCXP,) a charter member of the Customer Experience Professionals Association (CXPA,) a Professional Member of the National Speakers Association, a Forbes Coaches Council Member, a C-Suite Network Advisor, a LinkedIn Learning and Lynda.com instructor, and a TEDx speaker. Learn more here.

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