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Printer identifies enormous growth opportunity

Jan 1, 2010 12:00 AM

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Many printers feel they could get more business from each of their accounts. Buyers either share purchases with other printers or are unaware of other services offered. Data Mail is the largest printer/mailer in its tri-state region (IL, IN, KY). Like most, in 2008 it was challenged with a down economy and a saturated market. Because of the company name and its 30 years as a mail service provider, customers were buying print elsewhere. The firm identified the next growth opportunities using customer research to improve its reach.

Data Mail's customer perception survey was conducted online. A mailer went out prior to the e-mail invitation, and a discount coupon offer was included.

Data Mail GM Adam Miller shared the results: 49% of customers participated with 94% self qualifying as loyal, and 95% were very satisfied with their product and customer service quality. Miller was not surprised to learn that 74% of customers were buying more than 50% of their printing elsewhere.

More importantly, customers were now aware of everything they offered, just from the survey. In addition, Data Mail identified several customers willing to consider them for additional services, and within a month, they were winning other jobs from the coupon.

Customer loyalty doesn't always mean you have the lion's share of the business. Customers must know all that you offer. Take the time to know what your customers truly think. Pre-survey mailings and discount coupons help drive response rates and new business. To read the complete case study, visit

Michael Casey is president and founder of Survey Advantage ( He is a strategic partner with NAPL supporting its consulting and research practices, he integrates project surveying with MIS systems and he is an approved supplier for several franchise networks.