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When your business is slow, it’s easy to think customers have moved to cheaper printers or decided to do without the services you offer.

Particularly during such times, it’s a good idea to survey present and recently departed customers in order to check the pulse of your printing business.

You’ll probably discover some customers didn’t like the level of service you provide. That’s not pleasant to hear, but complaints of any kind are good. They give you a starting point for improvement.

Many former and present customers are nice people who don’t want to complain. These are the people you need to talk to.

Studies reported by the CornerStone Leadership Institute show that for every person who registers a complaint, there are a couple of dozen who don’t say anything about it at all.

Conversations with customers will show that you really care about them. They will be more loyal to you in the future.

Have you talked to your customers lately? What have they had to say? Post your comments below.

Joe Kern  is Vice President of  Marketing/Customer Service at PagePath Technologies. PagePath was founded in 1983 and is headquartered in Plano, Illinois. PagePath’s MyOrderDesk is an eCommerce solution that combines, Web-to-Print, automated proofing, pricing, reordering and more. It seamlessly integrates into a printing organization’s existing website or can be used as a standalone site. MyOrderDesk is known throughout the printing industry as the leader in Web-to-Print software.