Hallmark launches b-to-b unit for CRM, retention services

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Hallmark Cards has launched Hallmark Business Connections, a business-to-business unit offering CRM services, as well as employee recognition, health and wellness and sales programs. Hallmark announced the division May 17.

The unit will create incentive, loyalty, customer win-back and cross-sell efforts for clients, as well as thank you gifts and holiday communications, according to its website. Its marketing services will include program design, marketing strategy and planning, collateral development and production, web development and personalized printing. The group will primarily serve large companies.

Hallmark Business Connections will also offer a technology platform to help business clients track performance indicators, survey capabilities and participant feedback.

Keith Fenhaus, president of the unit, said Hallmark saw it as “an opportunity to bring in a unified approach for our products and services to the Fortune 100 and Fortune 500 market.”

“Companies are interested in keeping their best customers and doing that in a very personal way,” he said.

The business unit is based in Minneapolis, with personnel in Kansas City, MO, and Duluth, MN. It has about 250 full-time employees.

Hallmark prepared the unit for about six months before conducting a soft launch to clients last week, said Fenhaus.

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