Impressions - September 2016 - 34

Customers may not consider
variations in design across
sizes,colors or materials, so
communication about these
variables is important.

final products will save you both headaches
down the road.
For example, a two-minute conversation
about design proportion may help them see
the value of a second set of screens rather
than feeling upcharged for a service they don't
fully understand.

3. Your Final Product
Your Interpretation: A complete order in
the box ready for on-time delivery.
Customer Interpretation: A jumbled mess
that will take forever to organize.

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P.34

Putting shirts into a box for delivery generally is a routine process for decorators.
If your shop prints thousands of garments a
day or you're on a tight deadline, you and your
staff may be content with them just making
it into the box.
It's easy to think that just because the print
or embroidery looks good, the customer will
be happy. From your customers' point of view,
this is really just the beginning. Opening a
box of shirts packed without care sends the
message that their orders or time may not
be important to you.
Before throwing shirts into boxes, think
about the entire order and how customers will deal with them on their end. Those
in charge of ordering apparel often are
responsible for many other aspects of an organization or event and have a million things
to do. They don't want to be overwhelmed by
the hundreds of shirts they now will have to
count and organize.
If shirts arrive neatly folded with packing slips for each clearly labeled box,
their time now can be spent on other important things. Customers will

I M P R E S S I O N S M A G . C O M SEPTEMBER 2016

By doing something as simple as
folding your test print shirts neatly,
you can take what customers see as
possible mistakes and transform them
into useful production tools.

remember that feeling of ease when it is time
to choose a printer again.
No matter how large or small your business
is, it is important to step away from your routine, think from your customer's perspective
and see things through their eyes. If done strategically and throughout the entire process,
it can eliminate problems before they arise,
while also increasing customer satisfaction.
When problems do arise with an order, always be patient with your customers.
Never assume they have prior knowledge
of the processes and challenges unique to
apparel decoration - and your shop, in
particular. Invite customers further into the
process, and consider asking for feedback on
what interaction, big or small, could improve
their experience next time. 
Keirstin Townsend is the co-founder and operator
of The Pittsburgh Shirt Co. She specializes in shop
logistics and order management, with a passion
for improving ladies' apparel sales interactions.
For more information or to contact Keirstin, email
keirstin@pghshirtco.com.

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Impressions - September 2016

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