DMM and Profit Optimization - Guys that Get It, Part 2
The full range of services and deep technical skills at DMM fight the wannabe competitors that compete on price. Still, on some price-sensitive work where fractions of a cent influence the purchase decision, DMM has seen customers leave. This is a common event for small- and mid-size service bureaus these days, as small commercial shops poach what appears to be lucrative direct mail and transactional business. A customer may leave for a lower price. Then reality sets in.
"They usually come back," smiles Cloutier. "We recently had one leave and after only two or three mailings they're coming back. The low-priced guys just came up short on some critical things like postal discounts; items that make a big difference in total costs."
Knowing which technology to use and being able to implement it to serve a customer's needs is a key differentiator for DMM. It might be postal sortation or meeting demanding SLAs (service level agreements). Or having the right print technology and workflows to implement a campaign quickly and the data analytics to measure its effectiveness. DMM focuses on developing the skill sets within its staff to help understand customer needs and anticipate how it can address them. Together, this strengthens relationships and helps make DMM a trusted partner.
I work with a number of mid-size marketing and print/mail operations like DMM and Datamart Direct, the one I mentioned in my last post in this space. The companies I consistently find are the most successful are those offering not only a full range of services, but that leverage all their skills in ways that deepen customer relationships and—whether they use the term or not—provide profit optimization.
This seems like an obvious approach to take, but given the number of print providers that have closed their doors in recent years, it's a concept apparently lost on many print shop owners who often focus more of price. Like other guys that get it, DMM and Datamart take a holistic view of the entire print and mail process, from document creation through print and mail to data analytics, seeing how every element adds value for their customers. They know value that customers can see and measure is a clear differentiator and helps their businesses prosper.