Paving A Better Path
From road construction to university printing, Joe Goss' customer service skills have served him well.
by Bob Neubauer
"No previous printing experience needed."
Those were the words on the job notice that caught Joe Goss' eye back in 1985. After 12 years in the road construction business, he was starting to wonder about his future. The slumping economy was taking its toll on business.
Figuring he had nothing to lose, Goss applied for the job as director of Indiana University Printing Services, in Bloomington. Much to his surprise, he was called for an interview.
That interview revealed that the in-plant, though very proficient technically, needed someone with a vision to direct it and lay out a strategy for its future.
As general manager of his construction firm's paving division, Goss was in charge of marketing, sales and production. He had what the university was looking for. Though he lacked a printing background, the university saw his strengths and hired him.
"So I've spent the last 18 years learning about printing," laughs Goss, now director of University Printing Services and Materials Management. During that time, the lifelong Hoosier has guided the 36-employee in-plant through multiple technology changes, streamlining its staff while boosting business through marketing and customer service.
Goss readily admits that the timing of his arrival worked to his advantage. Desktop publishing was on the verge of changing the industry. Without a printing background, he lacked the fondness for older technologies that kept other managers from changing. Goss readily embraced new digital methods. The staff followed his lead.
"We've been fortunate that the staff we have has been willing to learn new technology," he says.
He cites other examples: The in-plant was using computer-to-plate technology with polyester plates 10 years ago, when most printers were afraid to trust poly plates. Printing Services was also among the first to buy a Xerox DocuTech.
"The idea of digital printing or digital copying certainly didn't scare us any," Goss says.
Printing Services has also been using a home-grown job ordering system for about seven years now, he says, while most in-plants are only now exploring this technology.
"We've not been afraid of trying new technology," he reiterates.
Pushing The Marketing Message
But technology is not where Joe Goss has had his greatest impact. He was among the first voices pushing in-plants to market their services. The notion was unheard of back in the mid-'80s when he started advocating it at local IPMA chapter meetings and later at Big Ten and ACUP conferences. Managers back then thought of themselves as printers. Goss had a different—and slightly shocking—message for them.
"You're not a printer. What you are is a customer satisfier, and it just so happens the way you're going to satisfy a customer in an in-plant is through your printing," he says. "That was a concept that was not well established in any in-plant. There was a tendency to think of the product as being the really important part, rather than satisfying customers' needs."
His philosophies got him numerous invitations to speak at in-plant conferences in the late 1980s. In-Plant Graphics took notice of him, and he was asked to write several management articles for this magazine. He also started consulting for other university in-plants on the side, and has become a trusted expert.
At his own in-plant, Goss quickly moved people into sales/customer service positions soon after he started there, asking them to go out and call on customers.
"That was a very novel idea back then," he recalls.
He examined every aspect of the business to make sure it was customer focused. Everyone, right down to the truck drivers, was encouraged to behave as a customer service rep, he says. In just his first three years there, the in-plant saw a 40 percent increase in business. Such growth has continued nearly every year since, Goss says.
Goss credits his management positions in the construction industry with instilling in him the importance of customer service.
"I totally believe, still to this day, that if your organization is centered around your customers' needs ... you've got a far better chance of being successful and surviving in tough times," he says.
A strong proponent of in-plant conferences, Goss hosted the Big Ten Printing Managers' Conference last fall in Bloomington, and is looking forward to attending ACUP next month in North Carolina.
In his spare time, Joe Goss and his wife like to travel. They have the mountains and the beach covered, with a son to visit near Boulder and a daughter in Santa Monica. Another son, in Bloomington, has given them their first grandchild, Allison Lee, and a second is on the way.
Goss' newest hobby is making paper by hand. He creates such items as memo paper, invitations and cards. When he gets a chance, he also enjoys golfing, fishing and camping.
