Speed and Accuracy are the Top Drivers of Buyer Loyalty

Reviewing a sampling of the 12,000 print buyer surveys we collected in first quarter of 2012 revealed that speed and accuracy are mentioned consistently when praising or complaining about their buying experiences. While courtesy and friendliness are top satisfiers in the hospitality industry, that isn’t the case for printers.

Yes, courtesy is important, but you miss a deadline or botch a job too many times and customers don’t care how friendly you are. Helping print buyers succeed at their jobs is what matters. Their jobs are on the line and you must make them look like heroes—to their bosses, peers, staff and customers.

Four main processes that need SPEED:

1) Speed of turning quotes.

Getting buyers the price in less than a day impresses them and shows discipline. It gives them more confidence that you can turn the job around quickly as well. It shows you know what it takes.

Track your performance. You may want to try putting two dates on every quote: “Customer Request Date” and “Customer Received Pricing Date.”

2) Speed of answering emails and phone calls.

When contacted by a buyer, respond immediately with a personal acknowledgement from a warm body unless your approach is totally self-service. A warm body response is sometimes confused with that auto-reply sent by Outlook. There is a place for that approach, but try to minimize automated response and make things personal. Similarly, phone calls should be answered or the voice mail message acknowledged within a few hours by someone.

Do you measure the speed of answering emails or phone calls at your company?

3) Speed of job status updates.

Print buyers want to know the status of their jobs either by viewing updates on their personal customer-facing portal, or by calling or emailing to get an immediate update.

Michael Casey is the founder of Survey Advantage and strategic partner with several printer associations and franchises. By leveraging information from a printer’s estimation and production software, Mike’s business has helped hundreds of printers automate their customer feedback and lead generation process. He may be reached via e-mail or (401) 560-0311 ext. 103. Read printer case studies on the Survey Advantage Website.
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