Impressions - February 2017 - 28
Define your shop's expectations and keep open communication
with customers for successful and repeat orders.
By Marshall Atkinson,
Contributing Writer
o you want to prevent unnecessary customer friction or problems before they arise? If so, maybe your shop should instill
a "customer-training program."
While we all devote time to employee training, educating customers on how your shop operates can help mitigate problems later,
possibly retaining their business.
A well-educated customer is easier to work with, makes better
choices, understands limitations - and even places better orders.
Here are a few tips to get you started:
1. Define the Expected Outcomes: This is the most important rule
when building your customer-training program. It involves aligning
your customer's idea of what he wants with what you can deliver.
This can inovlve any order detail, but let's use ink color as an example.
The most commonly used method to define color in the graphic-arts
world is the Pantone Matching System (PMS). To help customers
understand what it means, outline that this method is the de facto
P.28
i m p r e s s i o n s m a g . c o m FEBRUARY 2017
standard in the printing industry and spend some time with a PMS
book to narrow down his choice of using "blue" ink in a design to
"PMS 286" blue ink instead.
Training your customer on this subject tells him that you know
what you are doing. Plus, it sets your shop up for future success by
clearly defining the expectation regarding order specifics. Determining the PMS color gives you a measureable target, plus it's repeatable
for future orders.
2. Establish a Timeline for Results: Educate customers on how
long each step takes. What happens if you've sent artwork for approval
and it takes him a few days to review and reply? Will that throw off
your production schedule?A delay can have a domino effect on the
rest of the jobs slated for production.
Present your approval form with a note that states: "Please approve
or suggest changes to this artwork by xx/xx/2017 in order to maintain
your shipping date of xx/xx/2017." By defining the date by which you
http://www.impressionsmag.com
Impressions - February 2017
Table of Contents for the Digital Edition of Impressions - February 2017
Impressions - February 2017
Contents
First Impressions
From the Show Director
Overheard
First Look
Scene at ISS
On Design
What Powers Plackets?
What Being ‘Green’ Means
Critical Customer Training
Walking a New Path
Shop Talk
Embroidery Production
Screen Printing Graphics & Design
Sublimation
Direct-To-Garment
Heat Printing
Ad Index/Online Directory
Classifieds
Impressions - February 2017 - CT1
Impressions - February 2017 - CT2
Impressions - February 2017 - Impressions - February 2017
Impressions - February 2017 - Cover2
Impressions - February 2017 - 1
Impressions - February 2017 - Contents
Impressions - February 2017 - 3
Impressions - February 2017 - 4
Impressions - February 2017 - 5
Impressions - February 2017 - First Impressions
Impressions - February 2017 - 7
Impressions - February 2017 - From the Show Director
Impressions - February 2017 - 9
Impressions - February 2017 - Overheard
Impressions - February 2017 - 11
Impressions - February 2017 - 12
Impressions - February 2017 - 13
Impressions - February 2017 - First Look
Impressions - February 2017 - 15
Impressions - February 2017 - 15a
Impressions - February 2017 - 15b
Impressions - February 2017 - Scene at ISS
Impressions - February 2017 - 17
Impressions - February 2017 - 18
Impressions - February 2017 - On Design
Impressions - February 2017 - What Powers Plackets?
Impressions - February 2017 - 21
Impressions - February 2017 - 22
Impressions - February 2017 - 23
Impressions - February 2017 - What Being ‘Green’ Means
Impressions - February 2017 - 25
Impressions - February 2017 - 26
Impressions - February 2017 - 27
Impressions - February 2017 - Critical Customer Training
Impressions - February 2017 - 29
Impressions - February 2017 - Walking a New Path
Impressions - February 2017 - 31
Impressions - February 2017 - 32
Impressions - February 2017 - 33
Impressions - February 2017 - Shop Talk
Impressions - February 2017 - 35
Impressions - February 2017 - 36
Impressions - February 2017 - 37
Impressions - February 2017 - Embroidery Production
Impressions - February 2017 - 39
Impressions - February 2017 - Screen Printing Graphics & Design
Impressions - February 2017 - 41
Impressions - February 2017 - Sublimation
Impressions - February 2017 - 43
Impressions - February 2017 - 44
Impressions - February 2017 - 45
Impressions - February 2017 - Direct-To-Garment
Impressions - February 2017 - 47
Impressions - February 2017 - Heat Printing
Impressions - February 2017 - 49
Impressions - February 2017 - Ad Index/Online Directory
Impressions - February 2017 - Classifieds
Impressions - February 2017 - 52
Impressions - February 2017 - Cover3
Impressions - February 2017 - Cover4
Impressions - February 2017 - I1
Impressions - February 2017 - I2
Impressions - February 2017 - I3
Impressions - February 2017 - I4
Impressions - February 2017 - I5
Impressions - February 2017 - I6
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