Forget Sales & Marketing: Think Customer Experience

Brand differentiation starts with an understanding of the customer journey from the customer’s point of view, not the printer’s. It’s all about the customer experience.

  • Do customers really want to see more advertisements and promotions in their inboxes?  Focus more on holistic engagement than individual marketing campaigns.
  • Do customers want to “Visit us on the web” just see the same boilerplate website content that they see on a competitor’s? Customize your site as much as possible.
  • Are customers impressed with generic business articles on a printer’s web site that address topics such as fall fashion and interview skills?
  • Are customers hungry for the jokes, recipes, and word find games that get sent to them under the guise of helpful company newsletters?
  • Are customers motivated enough to call a printer just to find out if they are still in business because their website and social media content has not been updated in two years? People prefer to gather info from the Internet than to make a call.
  • How does a customer feel about your company when they visit your site and see that the latest blog / news article update was several years back? Timely, relevant, engaging content promotes thought leadership.
  • How does a customer feel when they have to search a website just to find the mailing address? Have that information on the bottom of every page.
  • How does a customer feel when they have to search to find a phone number because your employees don’t include it as part of their email signatures?

If you are looking for ways to improve your customer’s experience, please reach out to me. I’m happy to schedule a short call to discuss this with you.

About Patrick Whelan

Patrick Whelan is President of Great Reach Communications Inc, the leading provider of high quality customer engagement newsletter programs for the printing industry. Patrick has spent the last 17 years providing marketing programs and advice to over 400 print providers throughout North America.

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