Five Ways to Break into Marketing Services
When your business has been pigeonholed, the customer has categorized it and shelved it away. Unfortunately, many companies have no idea how much they have been cubbyholed by their customers.
When we at NAPL are asked to assess in-plant performance, we take a 360-degree view of performance that includes operational performance, financial metrics and customer feedback. We analyze customer opinions on service, perceived value and competitive performance through surveys and focus groups. In the latter, we listen not only to compliments and criticisms, but we are also on the alert for certain trigger phrases that can suggest the business has been pigeonholed—expressions such as:
Howie Fenton is an independent consultant who focuses on analyzing/benchmarking the performance of printing operations. Fenton helps companies use metrics, best practices and workflow strategies to streamline operations. Call (720) 872-6339 or email howie@howiefentonconsulting.com
