Non-print Diversification: Supplemental Insurance
From left, Bolger CEO dik Bolger, Ryan Steffer and IT VP Adam Gertz review the SmartQ interactive approval feature.
Employees go about their work at the fulfillment warehouse of DePere, WI-based Independent Printing.
"One of the mistakes we made early on was promising the moon (to clients) and not being able to deliver it in a seamless fashion," Bolger notes. "When you get into application development, and you've got a bunch of salespeople who have no idea how it works, sometimes we found ourselves promising more than we could deliver. In almost every case, we were able to figure out how to deliver, but it was not profitable. Today, we run this area as a profit center. We don't give away technology to gain print. We charge for technology, even if it will generate print (jobs)."
Adam Gertz, the IT guru for Bolger Vision Beyond Print, notes that one of the tougher aspects is educating customers with how to integrate the technology into their own workflows. Dealing with client IT departments has provided obstacles, since the product has a number of moving parts that require input from both the printer and end-user vantage points.
Here, too, database management and data security come into play. For example, Bolger's health care clients require a 10-year retention program for every file that's ever been mailed or for letters generated through the tool to be available online for archive retrieval during audits. Bolger goes through the SSAE16 SOC2 Type II audit for the health care markets.
In all, Bolger has implemented more than 300 active client sites, of which a couple of dozen are so highly customized that the printer works with these clients on a daily basis. Most are traditional online storefronts or plain fulfillment sites and don't require extensive customization.
"If the client wants to run a marketing campaign and wants certain items tracked, we might use a separate URL where certain things go to (the customer's) system, for the ability to bring it all into one reporting area," Gertz states. "We send out highly variable mailings: 60- to 70-page, complete variable, books. In the health care industry, a new member might get a welcome book, a letter about their doctor, upcoming appointments or any kind of health service that might be pertinent to them. This is all being extracted out of 12 or more data streams in order to compile the printed piece."