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Digital technology tends to be the focus of everyday life, particularly in the printing industry. There are always articles about the newest press, the latest imaging software, or state-of-the-art publishing techniques. One thing that remains relatively anti-technology may be the most important aspect of the printing industry—the customer. By all standards, the customer is still something that requires old-fashioned attention and communication. In an attempt to utilize new technology with old world standards, many people may ask themselves, "How can I improve my communications with my customers?"
It's a good question, and one that bears serious attention. There are customers who prefer using e-mail, Web sites, and FTP to communicate to their printers. There are others, however, who are not well versed or comfortable doing so.
According to Bill Bognar, owner of Big Color Systems, the key to effective communication is balance.
"I feel that you need a good balance (when communicating with clients)," Bognar said. "If you do everything online, and I run into this all the time, it doesn't come through. If the price is too high or if there is a concern about the project, you won't be able to tell that through a Web site."
While digital technology such as e-mail, online ordering, and automated systems are paramount in the daily operations of a thriving graphics company, these processes may cause just the opposite effect one desires when customers begin to fall away. The reason may be as simple as lack of attention to the customer, or the fact that many customers simply do not know what they need, or how to communicate their orders. These issues may sound small to those in the know, but to someone who is used to personal interaction, the lack of attention could be enough to send him packing…right to your competitor's door.
A Few Solutions
There are a number of possible solutions to this dilemma. First, there should be one contact for each customer. More than one may add up to "too many cooks in the kitchen," and result in doing nothing more than creating havoc and miscommunication. That is not to say that one person should handle all customers, since that is generally not practical or possible.
Second, it is imperative that the customer service representatives, both inside and outside, have a feel for the customer.
Developing a relationship with a customer is important so he or she will feel safe placing an order. This often relies on feeling confident of getting the best service. This relationship will blossom as time goes on, and will undoubtedly gain positive reviews and word of mouth referrals. Despite statements to the contrary, word of mouth is still the number one way in which companies get new clients.
Rapport may also serve you well in other areas. When a client is considering a new logo or trying out a new form, the CSR can steer the decision in a profitable direction if good rapport has been developed.
As a former customer service manager of a printing company, I cannot count the number of times good rapport has served me well. In addition to selling new products, it may be easy to show a customer how ordering 100,000 of a product is smarter than ordering 50,000, or how one simple change in the order can save a great deal of money while not reducing quality or the company's profit.
In the end, everyone is happy and you are likely to see repeat orders and increased business. The good relationship may also allow the CSR to suggest various items or changes in format, paper, ink, and so on if the customer can save time or money, including costly reprints.
It is also beneficial to know when not to up sell. A client who needs a small quantity of a particular item shouldn't be talked into buying five times what he needs and will most likely never use in his lifetime. The savings are not always enough to justify the up sell and in the end, the customer may end up feeling bullied into purchasing something he can't use. The extra attention paid to the customer will net more profit in the long run.
Company Loyalty
Company loyalty still exists in the largest sense. Make no mistake; there are many companies who operate solely on price when it comes to ordering their printing supplies. Most of those tend to be larger operations that have a standard set up for making purchases; a set up that is solely based on the bottom line. It's hard to imagine anyone who would rather focus on money than quality and appearance, but unfortunately, they do exist. However, it is possible to convince them to use your services, even if your company is not the cheapest in town.
Purchasing agents tend to be busy people. That may be the sole reason he or she uses a particular printing company. The printer already knows what the customer wants, the order specs, and it just may be easier to use that printer rather than search for a new one—even if the buyer is not completely satisfied with the product. It is quite possible that this purchasing agent can be swayed by a little personal attention and the right approach.
In my experience, one doesn't have to use a hard sales pitch. In fact, purchasing agents hear them every day, and it may actually hurt the sales person to go that route. People simply want attention, a confident representative, and outstanding service.
High Tech Meets Old School
We all know that time is money, and automated phone systems are convenient and often necessary. However, elaborate phone systems may cost the company money if the client hangs up before ever talking to a person. Almost everyone expects an automated system to answer the phone, making the direction to the appropriate person or department easier and more efficient.
On the other hand, when a client must go through six or seven automated menus and still not reach another person, frustration is bound to set in. There are also systems that are poorly designed, and the client becomes stuck in an endless loop.
At Big Color, located in Upper Saddle River, N.J., there is still a focus on adding value through communication, even though the company routinely uses high-end technology to serve its customers.
In addition to using online ordering, e-mail, and the like, Bognar is sure to take the personal approach, even though he has customers who use digital technology almost exclusively. As he points out, printers must be aware that people don't fall neatly into one category.
"Most printers are on the cutting edge of digital technology," said Bognar. "But I think that people need to have a good balance and make sure that there's a real voice on the other end of the line."
There will always be people who need information, and Bognar feels that it's his job to deliver. "I deal with a lot of print buyers," he noted. "And they want to talk to someone who knows more than they do."
While the personal touch is invaluable, this is not to say that it surpasses the technological advances that have made the printing industry thrive. Every day technology makes our jobs easier and more efficient. Jobs that once took days can now be produced in minutes, often at a higher standard.
It's hard to remember the days when things were done by hand or computers didn't rule the industry. But one must remember that while the digital world has been good for business in more ways than one, it's always important to remember the little guy.
Pamela Mortimer, a freelance writer, is general manager of a commercial print firm.
author: By Pamela Mortimer