Your Customers Want a Choice

In the dynamic world of commercial printing, where the landscape is constantly evolving and customer demands are as diverse as the projects themselves, one key aspect reigns supreme: providing customers with a voice in how they interact with your printing company is paramount. This principle encompasses various facets, each contributing to the overarching goal of enhancing the customer experience and fostering long-term relationships. Let's dive into the importance of offering choices in customer interaction, focusing on five crucial aspects.

Firstly, let's explore the significance of communication. As simple and straightforward as this may seem, not everyone wants to communicate with you in the same manner. There are multiple channels that you can accommodate, and, in the end, it shouldn’t matter as long as you get all of the information you need to move forward. The format that you accommodate can and should be different for the one-off projects as compared to ongoing triggered orders that come in daily. One is bespoke while the other can be assisted through a workflow automation application. Based on your individual business model and the types of clients that you work with, determine the number and type of channels that are most appropriate for you.

Next, consider the importance of flexibility in customer interaction. In a world where timelines and priorities vary drastically from one client to another, flexibility becomes a cornerstone of successful collaboration. Offering choices in project management processes, turnaround times, and delivery options allows customers to adapt seamlessly to their schedules and deadlines – within a budget that they are comfortable with. Whether a client requires expedited production for a last-minute event or prefers a phased approach to a complex project, the ability to tailor the process to individual needs fosters trust and reliability.

Cost-effectiveness is another critical aspect of customer interaction. Not all printing projects are created equal, and customers may have diverse budget constraints to navigate. By providing choices in services, materials, and production methods, printing companies empower customers to make informed decisions that align with their financial parameters. Whether it's opting for cost-efficient printing methods without compromising quality or selecting affordable yet sustainable materials, offering choices ensures that customers can achieve their desired outcomes without breaking the bank. This is often a great way for you to demonstrate your value in understanding what the desired outcome needs to look like, and devising a production strategy that gets your customer what they need, without sacrificing quality or profitability.

Quality assurance is paramount in the realm of printing applications, where attention to detail can make or break a project. More so as personalized communications become more of a standard. Some customers may have stringent quality standards, SLAs, or specific preferences for their printed materials. By offering choices in printing methods, proofing processes, and finishing options, printing companies enable customers to uphold their standards of excellence. Whether it's selecting a high-definition printing technique for intricate designs or opting for a coated finish to enhance visual appeal, providing choices ensures that the final product meets or exceeds expectations in terms of quality and aesthetics.

Finally, let's consider the aspect of control and empowerment in customer interaction. Ultimately, providing choices puts customers in the driver's seat, allowing them to dictate the trajectory of their projects with confidence and authority. Whether it's choosing between self-service (think client specific portals) or full-service printing options, or deciding on the degree of personalization, offering choices empowers customers to shape their printing experience according to their preferences. This sense of control not only enhances customer satisfaction but also cultivates a sense of ownership and investment in the collaborative process.

The importance of providing choices in how customers interact with your commercial printing company cannot be overstated. From customization and flexibility to cost-effectiveness, quality assurance, and empowerment, offering a range of options ensures that customers can navigate the printing process with confidence and satisfaction. By prioritizing customer voice and choice, printing companies can forge enduring partnerships built on trust, reliability, and mutual respect.

These are some ideas that I think are important, and that you should consider. But what’s working for you? What are some of the ways that you’re providing choices to your customers as to how they do business with you? Please add your thoughts and comments below.

Mike Philie advises Graphic Communications industry leaders on agile leadership, business management, and growth strategies. Mike offers direct guidance to navigate market shifts and achieve growth. Mike provides advice for strategic integration during mergers, ensuring success beyond financial considerations. His practical insights and strategic direction empower businesses to thrive, anticipate change, enhance leadership, and succeed confidently in transformative markets. Learn more at www.philiegroup.com, LinkedIn or email at mphilie@philiegroup.com.