Pressing Ahead

For most printers they put a radius around their shop and look for any business within that territory. Do the same thing online so they find you in that online radius. It is now the cost of doing business. If you can’t do it yourself, find someone. Many companies out there will manage this for you, but make sure to do a background check on them! Make sure they are covering all THEIR bases.

Surveying helps preserve your brand on social media review sites. Surveying is a customer early warning system. If you are getting timely feedback, you are able to react before customers leave negative comments on social media sites. Customers now have the upper hand.

If employees are happy, they will enjoy working there, and the end result is that customers see the benefits as well. Don’t be afraid to hear what your employees have to say. Most companies fear the worst, but these fears are unfounded. If done right it can be a very positive experience.

You must acknowledge every customer filling out your survey. If you don’t, expect your future response rates to drop like a rock. If you’re strapped for follow-up resources consider leveraging a standard e-mail template and personalizing to reference something unique in the response. The goal is to acknowledge you to read their response and that you care.

Eric Pearson of Technaprint in Portland received a poor survey alert last week. He called the customer immediately and after listening to the person vent, Eric patiently explained that he had never done a label order for the buyer.

Reviewing a sampling of the 12,000 print buyer surveys revealed that speed and accuracy are mentioned consistently when praising or complaining about their buying experiences. Their jobs are on the line and you must make them look like heroes—to their bosses, peers, staff and customers.