PrintingNews.com

Digital technology tends to be the focus of everyday life, particularly in the printing industry. There are always articles about the newest press, the latest imaging software, or state-of-the-art publishing techniques. One thing that remains relatively anti-technology may be the most important aspect of the printing industry—the customer. By all standards, the customer is still something that requires old-fashioned attention and communication. In an attempt to utilize new technology with old world standards, many people may ask themselves, "How can I improve my communications with my customers?"

It's a good question, and one that bears serious attention. There are customers who prefer using e-mail, Web sites, and FTP to communicate to their printers. There are others, however, who are not well versed or comfortable doing so.

According to Bill Bognar, owner of Big Color Systems, the key to effective communication is balance.

"I feel that you need a good balance (when communicating with clients)," Bognar said. "If you do everything online, and I run into this all the time, it doesn't come through. If the price is too high or if there is a concern about the project, you won't be able to tell that through a Web site."

While digital technology such as e-mail, online ordering, and automated systems are paramount in the daily operations of a thriving graphics company, these processes may cause just the opposite effect one desires when customers begin to fall away. The reason may be as simple as lack of attention to the customer, or the fact that many customers simply do not know what they need, or how to communicate their orders. These issues may sound small to those in the know, but to someone who is used to personal interaction, the lack of attention could be enough to send him packing...right to your competitor's door.

A Few Solutions

There are a number of possible solutions to this dilemma. First, there should be one contact for each customer. More than one may add up to "too many cooks in the kitchen," and result in doing nothing more than creating havoc and miscommunication. That is not to say that one person should handle all customers, since that is generally not practical or possible.

Second, it is imperative that the customer service representatives, both inside and outside, have a feel for the customer.

Developing a relationship with a customer is important so he or she will feel safe placing an order. This often relies on feeling confident of getting the best service. This relationship will blossom as time goes on, and will undoubtedly gain positive reviews and word of mouth referrals. Despite statements to the contrary, word of mouth is still the number one way in which companies get new clients.