DMM and Profit Optimization - Guys that Get It, Part 2
Mark Cloutier likes to talk about profit optimization. It's part of what his company's mix of skills and services delivers for customers by focusing on understanding their needs and building lifetime customer value.
We were chatting while I was setting up lights for a video I was doing at his firm for one of my clients. He was juggling a couple of calls and emails with customers via his iPhone while we talked. He described what was going on as he wrapped up a deal and how he viewed the process.
"Profit optimization is not about printing," says Cloutier. "It's how we can deliver complete solutions that save a customer money overall, add value to their documents and make them more efficient."
As any print service provider knows, it's easy to be viewed as an expense. And that makes one vulnerable if a customer is choosing suppliers based solely on price. But when you can show a customer how the services your company provides add value—and profits—that changes the game.
"You can still lose out on some business," admits Cloutier, "but if you're delivering real value that a customer can measure, you come out ahead in the long run and you build a stronger, deeper relationship with the customer."
Cloutier is head of sales and client services at DMM, a 25-year old family-owned firm that began with one employee and now services regional and national customers from a three-building campus in Scarborough, ME. Its services span direct mail, statement rendering, database marketing, packaging, fulfillment, Web-based solutions and more.
The company is a avid adopter of digital print technologies and has two Xerox iGen3s, one iGen4, a couple of DocuPrint 115 printers and an Océ PageStream. Inkjet print heads are used for addressing in part of the mailing operation. Document composition software and other tools from GMC Software Technology orchestrate and drive much of the printing done on these machines.