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By Debbie Nicholson, Think-to-INK!


How did you feel the last time you made an urgent phone call to someone?  Did you hear? “Please listen carefully as some of our menu options have recently changed!  --  If you know your party’s extension, you can enter it now – or Press 1 for Sales, Press 2 for Customer Service”  blah, blah, blah!  All you wanted to do was talk to a live person!

We don’t always have someone’s mobile number or direct work number!

customer experience - Debbie NicholsonOur industry discusses achieving the perfect ‘Customer Experience’ – but the most crucial conversation vehicle to prove that experience is watered down by phone prompts.  And, by the way – don’t press the wrong button – because then it’s over!

I digress…my whole point here is that we talk about the Customer Experience -- but at what length do we go to prove it -- consistently?  Do we make some decisions as a cost-saving measure and disregard the saving-customer measure?

COVID-19 should have taught us is we need to be customer-worthy more than ever before. Are we relentless in our Customer Experience strategy?  We do have a Customer Experience strategy, don’t we?

A few thoughts to get you started:

01.  Do we make it easy to do business with us?

02.  Do we make their lives easier?

03.  Do we listen to what our clients are ‘not’ saying?

04.  Do we respond to their needs quickly – or do we make them continually wait?

05.  Are we willing to adapt our processes to meet their needs?

06.  Is our sales and ordering process collaborative, streamlined, and efficient?

07.  Do we have decisive customer touch-points throughout the entire buying process?

08.  Do we introduce cost-effective products without the client asking?

09.  Do we have the most knowledgeable sales rep on the account?

10.  Have we introduced all employees that will be involved with their account?

11.  Do we invoice promptly - assuring correctness?

12.  Do we conduct post-interaction surveys?

In closing,

I am excited to introduce my six-week Wide-Format Business Master Class that I am doing with the Association for PRINT Technologies (APTech). It begins on March 16, 2021. 

For more information, please visit printtechnologies.org

Debbie Nicholson



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