Shifting from production to a service mindset in printing
Tools such as print workflow software when combined with a Web to print solution, has made it easier for printing companies to produce higher-quality finished products with faster turnaround times. Additionally, these automated processes have made it easier for customers to place orders, get proofs back in a shorter timeframe and allow printers to take on more jobs than they were able to before these tools existed. All of these advancements have helped to completely reshape the printing industry and have proven beneficial for many companies.
In addition to a streamlined workflow, automated printing has also forced companies to shift their mindset to address the level of service provided to customers. At one point, printing was essentially a production-based business prior to the advent of automation. However, in order to thrive in the marketplace today, printers must begin to present themselves as providers of solutions, not just finished products, according to WhatTheyThink?.
Customers who need documents reproduced can easily go to their local library or FedEx Kinkos to complete this task. However, companies that promote value-added services can gain a significant advantage over other similar businesses operating in their markets.
Some of the services that a printing company can market to gain leverage with potential customers is by promoting the fact that they can place orders using a Web to print portal, even if the business has closed for the day. Another solution that consumers will find valuable is being able to create a template that allows for materials to be reproduced without any variances in quality. This means that no matter how many times an order is placed, the quality will meet the customers expectations in each separate instance.
Both solutions are attractive options for both potential and existing customers, and printers that offer these services should promote them as often as possible. No matter what kind of business, there will always be competition. However, companies that take steps to ensure they separate themselves and stand out from the competition are the ones that will reap the most success.