Do Printers Respect Their Customers?
Honestly, I believe most printers do. The majority of print reps and print CEOs I’ve known over the past 20 years have been professionals in every sense of the word. And for the most part, they sincerely respect their customers.
But from time to time I come across people on the Internet who are so bitter, so angry (at who knows what), that a seething disrespect for their customers is reflected in everything they say or write. Sometimes it’s blatant.
I bring this up because, thanks to social media, we’re all into sharing these days. We share on Facebook and Twitter. We share in our own blogs. We share when commenting on others’ blogs. We create videos and presentations and share these, too.
This freedom to share can quickly turn into a license to rant. Is nothing sacred? Evidently not. Some people don’t know enough to edit themselves, and without thinking of the Internet’s far-reaching effect, they let loose about business complaints that are really personal gripes.
It’s a content-crazy free-for-all, I tell you, made possible by all manner of new media, and this power sometimes goes to people’s heads. Their true colors are unleashed like the evils in Pandora’s box. Give them a key (or a keyboard) to free their pent-up resentment and whoosh—out comes a string of nastiness for all the world to see. Try taking that back.
I’ll bet you know a few people like this. They don’t give a sweet patootie about being print partners or helping customers solve problems. They bad mouth their competition as well. In general, their heart-on-their-sleeves is more of a chip-on-their-shoulders.
Personal situations aside (who among us hasn’t had to deal with difficult customers), a propensity to disrespect one’s customers should not be made public.
When you have no regard for your customers, they know it. When you badmouth your competition to your customers, they form an opinion of you, and it’s not pretty.
Long regarded as a print buyer expert and trade writer, Margie Dana launched a new business as a marketing communications strategist with a specialty in printing and print buying. She is as comfortable working in social media as she is in traditional media, and now she’s on a mission to help clients build customer communities through carefully crafted content. Dana was the producer of the annual Print & Media Conference.
Although she has exited the event business, Dana is still publishing her Print Tips newsletter each week. For more details and to sign up for her newsletter and marketing blog, visit www.margiedana.com