6800 moments of truth
Marketing Companies are more successful when their customers are satisfied.
In his book "Moments of Truth", Jan Carlzon, the former head of Scandinavian Airlines Systems (SAS), describes how the airline's employees shape the satisfaction of passengers who fly with SAS. For Carlzon, "moments of truth" are those moments when a customer comes into contact with the SAS brand and employees. Carlzon believes that the better and more consciously a company creates these moments, the more positive the customer's opinion of the company will be. Returning customers Graphic companies should also think about how they want to create moments of truth with customers: A print customer who orders a printed matter comes into contact with employees of the print shop an average of four times from the time the offer is made until the print job is delivered. If the company produces 1600 orders a year, this results in 6800 moments of truth in which customers can have a positive experience. Experiences that often decide whether customers come back or not.
ApproachesIncrease customer satisfaction
Customer satisfaction is also measured in many graphic design companies today. This is often done through surveys or is read from the error statistics of the quality assurance system. The following applies: few errors = many satisfied customers. A high customer satisfaction value can lull the company into a false sense of security. This is because a customer is only satisfied until he finds someone who does it even better.
Avoiding convenienceA graphics company writes in its company brochure: "We stand by your order, which is why we only visit customers in exceptional cases." The company can obviously afford this attitude because it operates in a market in which there are not too many providers and they all behave in a similar way. However, the rules of the game can change quickly as soon as someone offers a significantly better service.
Designing servicesOnly regular customers can judge whether the service provided by their graphics supplier is "right". Potential customers have to trust that everything will work out. A company can consciously design the form, type and quality of its services. Employees know exactly how the company envisages dealing with customers and advising them. They know what standard and quality is required, what the customer has to pay and what is included in the price. (ak)
Andreas Käppeli
ApproachesIncrease customer satisfaction
Customer satisfaction is also measured in many graphic design companies today. This is often done through surveys or is read from the error statistics of the quality assurance system. The following applies: few errors = many satisfied customers. A high customer satisfaction value can lull the company into a false sense of security. This is because a customer is only satisfied until he finds someone who does it even better.
Avoiding convenienceA graphics company writes in its company brochure: "We stand by your order, which is why we only visit customers in exceptional cases." The company can obviously afford this attitude because it operates in a market in which there are not too many providers and they all behave in a similar way. However, the rules of the game can change quickly as soon as someone offers a significantly better service.
Designing servicesOnly regular customers can judge whether the service provided by their graphics supplier is "right". Potential customers have to trust that everything will work out. A company can consciously design the form, type and quality of its services. Employees know exactly how the company envisages dealing with customers and advising them. They know what standard and quality is required, what the customer has to pay and what is included in the price. (ak)
Andreas Käppeli
