We Asked, And They Told Us: "Just Keep Printing!"

We recently asked our clients to complete a five question survey on services we could provide to help them in their business.  In a nutshell, they told us to not focus on ancillary offerings we had been considering, and "Just Keep Printing!"

To our surprise, the top two "Very Important" and "Most Important" responses from our survey were: digital printing and large-format printing, the only two pure-printing options given.  In fact, in order of importance (greatest to least) our clients rated the services offered in the survey as follows: 

1. Upgrade digital capability:  Offset-quality digital print on a broad range of papers and synthetic stocks.
2. Enhanced large format printing capabilities:  provide 24-hour turnaround on banners, signs, and trade show displays.
3. Enhanced client interface:  24/7 e-commerce printing, featuring automated file preflighting, so that work can be submitted and prooffed online in minutes.  True Web-to-Print from a printer with local presence.
4. One-stop direct marketing:  ability to execute complex direct marketing campaigns featuring personalized URL's (PURLs), QR codes, etc.  True closed-loop marketing integrated across mail, PC, and hand-held device.  In house video production, web design, and programming.
5.  Computer networking and repair:  managed IT services, computer and handheld device repair, network installation and service, phone system installation.  Offered through a nationwide computer service franchise.

The third most popular response was: client interface.  While this doesn't change our output, it would make it much easier for many of our clients to submit files, make edits and change file attributes faster (and cheaper too).  We were expecting this to be the number one answer.

The two least attractive service enhancements were marketing and technology, which are both semi-synergistic with printing and are, in many cases, purchased by the same individual who purchases print.  But, our clients clearly don't visualize us in these sectors.  Lesson learned!

Some of the other free-form comments we got were related to our die-cutting services, shipping/fulfillment services, "green" offerings, "great" customer service, and turnaround time. And, we need to give honorable mention to a potential new service offering recommended by a long-time client was: "Remote shiatsu. Medium rare. Jack and Coke." Now there's a thinking man!

Would you agree with these responses? Post a comment if you think differently or would like to share your opinion.