Dynamic Digital Delivery

With the Washington State Department of Printing's Internet-based storefront, customers can now order business cards, stationery and other items online.

Service has always been a major part of the printing business. However, in these days of e-commerce and the Internet, providing service from 8 to 5 at the front counter isn't good enough anymore.

Customers have grown accustomed to ordering, reviewing and paying for goods and services at any time of day from the convenience of their homes or offices. And they expect no less from their printer. To remain competitive, printers must figure out how they can use the Internet to respond quickly to their customers' needs.

At the Washington State Department of Printing we found that our clients were no different, and set out to find the best way to provide them with the online services they demand. We started the process by evaluating the needs of our clients and examining industry trends. We asked our customers what they wanted, and looked at the best practices of successful e-commerce companies. Then we implemented a clear strategic focus to support our customer needs.

Printed Products Online

Once the strategy was clear, we pioneered an Internet-based storefront where business cards, letterhead, agency publications, manuals and CDs can be purchased worldwide. The storefront provides access to customized print ordering services, as well as allowing customers to order preprinted publications in a variety of media from government agencies across the state.

The area of the storefront where users can order completed publications operates on an outsourced ASP, or application service provider. The ASP provides Internet access to applications that would be too costly to develop in-house, allowing us to manage the information received through the storefront, and providing security involving multiple levels of protection through a network of fire walls restricting access to client data.

This system provides customers with a secure and confidential means of entering information 24 hours a day, seven days a week. By using an ASP instead of creating the entire infrastructure ourselves, we were able to significantly reduce operating costs and system administration overhead.

Customer Service Upgrades

In addition to creating a storefront, we reorganized our staff to provide customer service capable of supporting the faster-paced online system. Instead of having a customer service department that responds to all our clients on a first-come, first-served basis, we have now assigned a customer service representative to each of our customer agencies. This allows us to offer more customized service and respond more quickly to client requests.

One popular feature of our storefront is the business card and online stationery ordering system. Here's how it works. Clients work with their customer service representative to obtain a user name and password to gain access to the ordering page. Once they're in the system, an electronic order form allows customers to enter business card and letterhead information, along with the order quantity and shipping instructions. The form contains a sample card to show customers where the information will be placed on the card or letterhead.

After the data is entered, a proof of the business card or letterhead is displayed for approval. This proof screen also lets the client make sure that the correct quantity and shipping information have been entered.

After any changes have been made, customers submit the order to the Department of Printing with a simple click of the mouse. The electronic file is then sent directly to the prepress department, where it can be imposed for printing. The customer is sent an automatic confirmation message via e-mail acknowledging receipt of the order. At the end of the month, customers receive an invoice that includes a list of the individual orders placed for business cards or letterhead.

The online ordering system was designed to make the ordering process as fast and convenient as possible for customers—and it has definitely succeeded. The system reduces errors and improves turnaround time by allowing customers to input and proof business cards and letterhead online. Because the online interface eliminates typesetting and proofing time, orders can be completed more quickly and at a lower cost than traditional jobs.

Our customers receive their business cards an average of 67 percent faster. As a result, the Washington State Department of Printing recently received the Washington State Governor's Service and Quality Improvement Award for improving the quality of service to government agencies while reducing printing costs.

The Washington State Department of Printing continues to examine and improve upon our existing Internet systems. We continue to talk to our clients and follow industry trends closely so we can speed response times and exceed customer expectations.

-by LARRY WEBER

Larry Weber is the Chief Information Officer for the Washington State Department of Printing. Prior to this assignment, as electronic commerce manager for the Department of Information Services (DIS), Larry was project manager of phase one of the electronic tax filing system for the Washington State Department of Revenue, the first of its kind in the United States. Larry also managed some of the first digital signature projects for the State of Washington and has served as the Acting Director of Information Systems for the Washington State Department of Retirement Systems. Larry was nominated twice for the Washington State Distinguished Manager Leadership Award and has won several outstanding project management awards. Larry is starting his 21st year of public sector service. You can contact him at: larryw@prt.wa.gov&012;