So much of our time is focused on getting work done-the details of a challenging job or the worry over meeting deadlines-that we often lose sight of other important tasks we should be performing for our customers; namely, collaborating and communicating with clients to create effective printed materials. The important words here are collaboration and communication-skills that require careful listening and participation from all players involved.
Last week I had the pleasure of observing a focus group attended by several of our company's clients and prospects. It was an opportunity for me to step back from the daily hustle and bustle and listen to clients talk about how we're doing and what we can do better. The experience was a real eye opener; we heard comments and suggestions that never would have occurred to us. I'd like to share some key findings with you.
Digital communication. Printers who participated in the focus group said they anticipate the need to get wired for email and Internet use. However, most of them confess to being behind the curve in this technology because of the apparent lack of interest on the part of their clients.
This was startling to me, since I've been hearing too many stories lately about printers who have lost clients because they were slow adopters of email and other online communications tools. I was recently told of a print services manager for one of the largest worldwide entertainment companies who said he's had to drag printers "kicking and screaming" to email, and that "the ones we use, we've groomed into this."
I'd say that's a wake-up call.
At the risk of sounding like a broken record, the benefits of email-both to you and your client-are significant. Requests for estimates are streamlined for both parties. Clients can fill out your request for estimate-you can provide prompts to make sure you get all the information you need to accurately prepare the quote-right from their desktops. Job status reports can be systematically delivered to clients and all production partners. Email enables simultaneous messages to be sent to multiple parties in any number of disparate locations, with a simple keystroke. And recipients can read and respond at their convenience.
The same person who told me about the entertainment industry executive also said that he's repeatedly been told by printbuyers that they wish their vendors would take the initiative in helping them get set up on email and the Internet to expedite communications.
I think the message is clear. Get there before your customers do. Be the leader. Show clients by your example the benefits of working on line.
In related news, I was delighted to discover that Seattle Bindery's website has become a welcome resource for our clients. We've got a section that illustrates tabbing and folding options, including measurements and mechanics. One of the printers at the focus group said, "My customer needed some information about cutting tabs. I didn't have any handy. But I checked out Seattle Bindery's site, went to the section on tabbing, output the pages, faxed them to my customer within five minutes. I sure looked like a hero."
Hey, if you'd like to look like a hero to your clients, learn to traverse the Internet. Explore it. Use it. It can be an invaluable tool for finding information that's important to you and your clients . . . fast!
If you're just getting on line, consider using the Internet to avoid spending big bucks for high-powered ISDN and T1 direct links to clients. Today's web sites have at least one email function, enabling visitors to ask questions, submit quote requests and get vital information. (While there are number of email programs on the market, Eudora appears to have emerged a winner for World Wide Web travelers.)
Devil in the details. Faster estimating was a clear need of all focus group participants. Clients are pushing printers to turn quotes around more rapidly; hence, printers need quick quotes from their postpress partners. While Seattle Bindery scored pretty well here, we certainly heard the cry loud and clear.
I've already begun brainstorming ways in which I can expedite the process; possibly creating a pricing matrix that can be used for ballpark quotes for frequently requested jobs and quantities. Not that long ago, I developed such a price list for a couple of customers who requested it. Unfortunately, they both abandoned the list, because no two jobs were ever identical, so the specifications were off just enough to throw the "ballpark" out the window.
But, I'm not abandoning the idea. I believe there is a way in this digital age of compiling such a tool for clients, despite the "every job is unique" truism.
One thing I know for sure . . . the more requests I receive digitally, the more likely I'll be able to experiment with building a comprehensive database that would house multiple iterations of specs and quantities. This would be a first step to enabling faster, and more accurate quotes.
Listen and learn. The moral of this story is: there's more to manufacturing than just doing the job. Take time to listen to your clients so you can be proactive in developing ways to serve them better. If you don't have the opportunity to conduct a focus group, do an informal customer satisfaction survey by telephone. Or send a brief questionnaire with your invoices. Get feedback.
Finally, all of the printers who participated in the focus group were vociferous in their desire to communicate all the way through a finishers' organization, from top to bottom. They want access to employees who have been given decision-making power; employees who are reliable and trained not only in production, but in problem-solving techniques. Sound familiar?
Milt Vine is president of Seattle Bindery, a post-production house specializing in
custom index tabbing in addition to bindery services including plastic spiral, Wire-O®
and perfect binding; folding; stitching; scoring; perforating and trimming services for
the trade. You can reach Milt at 206/682-2558 ©1997, Seattle Bindery.