Ironside Press — Old-Fashioned Elbow Grease
Another secret to Ironside Press' success is seeing itself not as being in the printing business, but as being in the service business.
"We have a saying around here that we practice 'Performance Marketing,' which basically means that every job, every call, every aspect of what we do has the opportunity to either increase the quality of our brand or diminish it. It really makes us concentrate on all the little things which, in turn, leads to the big thing: 'Service Performance.' "
For example, a real person answers the phone at Ironside Press every time it rings. "Most printing companies today are looking to minimize the amount of human touch points they have with their clients. They've implemented online ordering, automated phone systems, outsourced delivery, etc. I see these activities as opportunities to provide our customers with superior service experiences.
"Technology should be used to enhance our ability to provide good service--but not as a replacement for good service," Forbes points out. "I can assure you that a Web page will never be able to replace a human being when it comes to building trust, respect and reliability." PI