Printing Impressions

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Kelly Mallozzi

Success.In.Print

By Kelly Mallozzi

About Kelly

Now working as a consultant, Kelly sold digital printing for 15 years so she understands the challenges, frustrations and pitfalls of building a successful sales practice. Her mission is to help printers of all sizes sell more stuff. Kelly's areas of focus include client recovery, retention and acquisition, and marketing communications projects.
 
Kelly graduated from the University of Michigan with a degree in Political Science and, among other notable accomplishments, co-founded the Windy City Rollers, a professional women's roller derby league.

 

Groupon Takes Customer Service to a Whole New Level

 
I assume that everyone reading this knows who and what Groupon is, but just in case you’ve been living under a digital rock, here is a Wiki-definition. Actually, it’s investopedia, but who’s checking?

Groupon—“A special type of coupon website that offers group deals to a group of consumers. Groupons attempt to tap into the power of collective purchasing by offering a substantial discount, such as half off, to a group of people if they will buy a particular product or service. Many restaurants and other retailers use Groupons in an effort to lure groups of customers into their establishments.”

I don’t know if you’ve ever bought one, but I have. I have bought LOTS of them. For restaurants, photographers, movie tickets and cakes, just to name a few. And I think this is a fabulous way to check out a place you might not otherwise try out.

I also wrote a blog a while back about whether there is a place in our industry for a version of this business model. If memory serves, the response was mostly a qualified “NO!” Companies are not willing to sacrifice all of their profit margin in the name of a new account that may or may not prove to become a profitable client in the near future. OK, I won’t argue with that.

But here’s what we can and should take from the Groupon model—absolutely ridiculous customer service. And I’m not just talking about Groupon, but many other retailers that have built their businesses (and very successful ones) on the premise that customers expect a very high degree of customer service when they make online purchases today.

I recently bought some discounted movie tickets from Groupon, and they arrived only a few days later. I promptly lost them. After having turned my office upside-down looking for them, I thought, “What the hell. I’ll drop Groupon a quick line with my confirmation email asking for another set, promising to return the first set if I ever find them, and see what happens.”

And the response went something like this...“It happens. Send along your address and we’ll get another set of tickets out to you ASAP.”

I was blown away. The Internet retailers have really taken the customer service game up a notch. I also recently bought a toddler bathing suit from the couture clearing house zuilily.com. When I told the company that the suit was way too small, they told me to keep it and credited my account.

What can we, as printers, do to amp up our game and keep our customers “blown away” by our service?
  • Making re-dos easy and painless.
  • Being eagle eyed when it comes to typos and catching them even when the customer has signed off on the proof.
  • Throwing in some of the messenger charges if there have been a lot of trips for a particular project.

These are the kinds of things that I think could help us bring up our game. But you must make sure the customer knows that you’ve done it. Killer customer service means nothing if buyers don’t know they’re being dazzled.

What about you? What have you done lately to make your customers feel uber-special? Please chime in; we all need the ideas!
 

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