VDP Supplement: Hard Lessons Learned

In order to offer the kind of flexibility and attention that customers want and need, this requires a dedicated staff.

3. There is virtue in homogeneity.

Although having the capabilities to do custom programming and handle even the most unusual customer requests is an important part of the Web-to-print equation, equally important is the need to balance customization with homogeneity. While this might seem counter-intuitive—especially in light of the need to differentiate from the competition—this is a critical element of profitability.