SGIA Journal November/December 2013 - (Page 5)

feature Surveying customers shows an interest in what they think. There's inherent goodwill built into this. With the availability of inexpensive online survey tools, there's no excuse for not polling your print customers. I've found that today's customers are more likely to participate in an online survey than ever before - although you need to know some basic rules of thumb before jumping into your first one. In this article, I'll discuss the value of doing a print customer survey, the top methods for a customer survey (and their differences), general guidelines for customer surveys, and tips for ensuring that your customer survey is worth your time and effort. can find out what they're doing right, as well as what might need improvement. If certain strengths tend to trend among your respondents, voila!, you have a readymade list of "kudos" to brag about in your marketing efforts. You'll discover what makes your company different - and maybe even what makes it better than your competition. Similarly, you could uncover weaknesses that you weren't aware of, which presents an opportunity to correct them. It's generally more comfortable for customers to air grievances about you anonymously. A survey lets them do that. There's no emotion all wrapped up in their negative Where's the Value of a Customer comments. Survey? Surveying customers shows an interest in A company can learn so much by polling what they think. There's inherent goodwill its customers from time to time. Printers built into this. Feedback given to one's sales or service rep often isn't enough. There's a sense among print customers that your comments just "sit there" and fail to move up the corporate food chain. But when you send a survey to all of your customers, it's a new and different opportunity for them to tell you what's on their minds. Sharing honest feedback with a company, without being face to face with a rep is just easier. Two additional reasons to do a survey: To refine your customer service procedures, and to find out what your customers want from you, their printer. By carefully developing the survey questions, you can easily get insights into both of these areas. Margie Dana, Freelance Writer Visit SGIA at SGIA Journal ■ November/December 2013 | 5

Table of Contents for the Digital Edition of SGIA Journal November/December 2013

How to Survey Your Print Customers
Nanography™ and Nanotechnology: A Primer
How to Select Your Next Wide-Format Printer, Part II
Determining & Nurturing Your Areas of Opportunity
UV LED Printing: Will Your Business Be Left Behind?
Making Big Decisions: Will Doing Nothing Destroy Your Business?
MIS: Is Your System Working For You or Against You?
Sustainability and Media
Standardization and Process Control in Wide-Format Printing: Why It Will Change Your Life (And Make Your Customer Happy)
Test the Water Before you Commit with SGIA's Digital Equipment Evaluations
How CorelDRAW® Can Help Transform Your Sign Shop
A Time for Leadership: A Survival Guide for the 21st Century
Extracting Lessons from SGIA’s 2013 Industry Data
New Products
UV LED Technology & the 2013 SGIA Expo
The Ins and Outs of Color Management
SGIA Bestows “Product of the Year” Designation on Top Entries at 2013 SGIA Expo

SGIA Journal November/December 2013