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Mar 1, 2010 12:00 AM
The University of Nebraska Medical Center printing department needed to connect better with its 10,000 students, employees, staff and faculty. The UNMC printing staff produces approximately $2.5 million in revenue annually, yet much more could be sold to its customer base. Several printer competitors were selling at the university, as well.
Print manager Lori Fuller decided to set up a continuous process for feedback immediately after jobs were completed. She had two goals: first, to react quickly to problems, keep customers loyal and preserve recurring job revenues; second, to ask customers what they bought elsewhere and then upsell and cross-sell with each customer.
By leveraging its MIS software, Enterprise Print Management Solutions (EPMS), the department set up a fully automated survey launch process. EPMS offers CustomerAlert, a module enabling users to view shipments, select jobs or contacts to survey, and then launch e-mail surveys all at once with the click of a button. The setup process is fully customizable and the entire process takes less than 5 min./week to manage.
Fuller shared the results: UNMC has been gathering post-job feedback for over a year and consistently receives 20% to 30% response rates. This can be credited to managing survey frequency to repeat buyers, and making sure the survey is a pleasant experience. Her staff follows up immediately on every survey to thank customers. She says customers are always happy when they're called back, and many times these calls reveal other things when discussing their comments. Many of the comments are positive and she e-mails these to staff, especially when a staff member is praised directly. The direct, unfiltered feedback reinforces the focus on the customer.
One marketing question helps uncover services purchased elsewhere. Nearly 25% of survey responders share other printing products and services bought elsewhere. Many times it is because they don't know UNMC can offer the service. In addition, a need for more digital printing capabilities was identified and a Presstek34DI was purchased to help expand revenue in 2010.
Staying close to your customers on a continuous basis is difficult, yet essential. Leveraging technology makes it easy for you and your customer to keep the lines of communication open. To read the complete case study, visit www.surveyadvantage.com/printers.
Michael Casey is president and founder of Survey Advantage (www.printers.surveyadvantage.com). He is a strategic partner with NAPL supporting its consulting and research practices, he integrates project surveying with MIS systems and he is an approved supplier for several franchise networks.