There’s Little Traffic in the Extra Mile
October 2003

Every company claims their fantastic customer service is the reason their customers keep coming back. In reality, the level of service between most businesses in the graphic arts industry is fairly uniform. A lot of companies talk about “going the extra mile”, but you’ll find little traffic there when you offer customers unique solutions that make their lives easier. Here are some tips to help you sail smoothly through your extra mile:

Need ideas? Just ask! - There are plenty of ways to separate your company from the pack. You just need to know where to look! A great way to begin is by asking customers and prospects how they feel about your services, and how you can improve your value to them. A printing company client of ours decided to add proofreading to their slate of standard prepress services based on feedback they received from customers. They’re now finding that this little extra is a big reason why their current customers love doing business with them, and why many of their prospects are choosing them over their competitors.

A brief survey, either by snail mail or email, is a great way to gather valuable information about what you can do to make their lives easier. Don’t forget to send your respondents an appropriate “thank you” for their time and effort!

Take A Chance on a Good Suggestion - Responses to such a survey will likely include a mix of valuable suggestions and off-the-wall ideas. Surprisingly, some of your best solutions may come from the latter group. Differentiation is what separates you from your competition in the eyes of customers and prospects. Taking action on the basis of a customer suggestion - even if it’s offbeat - shows them you’re committed to cruising that extra mile. Just be sure the solution is one that makes sense for both parties.

When you give your customers the solutions they crave, you’ll find plenty of space in that extra mile. Enjoy the open road!

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