Add One-to-One Services -- Sherburne

HAVE YOU added one-to-one communications or variable data printing to your portfolio of offerings yet? Although we have been talking about variable data printing as a value-added service for a decade now, adoption rates have been slower than the pundits projected. But that all seems poised to change. With the economy in disarray, marketers of all types are scrambling to find the most cost-effective—yet still effective—means of communicating with their customers. According to customer loyalty guru Frederick Reichheld, it can cost five times as much to acquire a new client as it does to grow an existing one. Marketers want to protect one of their most valuable assets—the existing customer—and grow their share of wallet to take advantage of these dynamics.