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Premium Commentary & Analysis

The Print Customer’s Narrative

A customer narrative documents the experience of doing business with you—from the sales process all the way through invoicing—from the customer’s perspective.

By Jennifer Matt
Published: December 4, 2019


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Jennifer Matt is the managing editor of WhatTheyThink’s Print Software section as well as President of Web2Print Experts, Inc. a technology-independent print software consulting firm helping printers with web-to-print and print MIS solutions. You can reach her at jen@whattheythink.com.



By Robert Lindgren on Dec 04, 2019

Outstanding article! It's remarkably easy to overlook the difficulties customers have with dealing with us until we lose them as a customer. A valuable exercise is use a trusted friend to pose as a prospect. Have them call your firm and see how their call was handled (answered by informed human or automated attendant). Then, inquire about a possible job. What was the response? Were enough questions asked by your staff to understand the project? How did they respond? How long did it take? Then call back with further questions. What was your staff's response? How easy was it to reach them?


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