RR Donnelley — Giant Transformation

Customers First

“We’ve made a shift from a place where we were looking out for ourselves to one where we are conscious of our values and accountable for moving the company forward,” Davis says. “RR Donnelley has a new culture that embraces innovation, respect for others and shared leadership as it puts customers first. Over the past two years, we’ve advanced our transformation efforts and maintained a strong financial position, despite a severe downturn in the economy. By aligning our structure and culture with our strategies, we are better positioned to service our customers and provide them with solutions that help them save more, sell more and build their brands.

“We’re going to change the model for customer service in our industry, with additions such as ongoing customer scorecards—shared and developed with clients—and centralized premedia digital processing locations,” he declares. “We opened our first one for the mid-range magazine and catalog business in Pontiac, IL, in April of 2002, and it’s been an extreme success. It has allowed customers to process their work easier.

“You’ll also find that our sales and marketing people provide customers with substantial enhancements to their own ability to perform better in their businesses. I believe that much of what we’re doing will strongly enforce the Donnelley difference.”

Given the economic crunch of recent years, RR Donnelley finds itself listening to customers in a different way than it has historically, according to Michael Allen, executive vice president and co-leader of RR Donnelley Print Solutions. “Maintaining a rich dialogue with our customers and understanding how their businesses continue to evolve are key,” he says. “We’ve added a number of marketing experts and market researchers to help us understand how to better run our business for our customers.

“We’ve got a very strong balance sheet—I would argue the strongest balance sheet in the industry. And we have very strong cash flow, even in times where overall market demand has been soft. So, when you compare us to some of the other large printing companies, we continue to invest at the same rate that we were five years ago.”

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