Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     WEBINAR: Keeping Print in the Mix in Customer Communications     European Coverage

Deb Cantabene of Xerox on the importance of educating customers

Published on February 2, 2010

Interviewer:  Hi.  I'm Cary Sherburne and Senior Editor at WhatTheyThink.com and I'm here with Deb Cantabene who's the Vice President of Work Flow and Solutions for Xerox.  Welcome.

Deb Cantabene:  Thanks Cary.  Great to be here.

Interviewer:  So, we just finished up -- recently finished up Print '09 and one of the trends that I noticed here and it's been evolving over the last few shows, but a lot of heavy emphasis from many of the exhibitors on customer education and of course Xerox has kind of led the way on that.  If you go back to Drupa and now you're doing some consulting and different things.  Maybe you can just talk about how why Xerox is doing that and what the reaction has been to those kinds of services at the show.

Deb Cantabene:  The reaction at the show is excellent.  Customers are really trying to be far more educated so they can get up and running quicker.  They're also hadn't been as concerned in the past to the degree they are now anyway on productivity, especially in these tough times.  It's really important to get every page out of those printers as quickly as possible and to generate new revenue.  So they want more than just product information or software information; they really want to know how to implement and how to sell, how to go after these apps.

So we, at the show this year, did put in a lot more educational aspects.  We did have seven conversation stations; so seven different areas for based on applications that were manned with the experts that we have in those particular applications.  We also had, you might have noticed, an application hub where we had eight presentations; very quick, five minutes.  This is how you get the application accomplished and why you care: so the benefits of it.

Interviewer:  And then they could go to the conversation station for more information.

Deb Cantabene:  Exactly.  Where we staffed with the experts.

Interviewer:  Right, right.

Deb Cantabene:  And then our partners -- we had over 30 partners in the booth this time and we had an Ask The Expert area there as well.

Interviewer:  Oh, that's great.

Deb Cantabene:  So they, too, brought their most knowledgeable people to the show where customers could sit in chairs, which is always helpful at a show.

Interviewer:  Yes.

Deb Cantabene:  And talk to the people that really know the ins and outs of a particular app.

Interviewer:  And then you also had the Real Business Live event as well as within the booth. 

Deb Cantabene:  We did.  We did.  We wanted to talk about real customers with real applications.  So much of the how to do it and why it's effective came right from the customer applications not those that marketing folks like me make up, but true applications our customers are actually running. 

Interviewer:  Yeah, so it was pretty busy, the whole thing?  Were people responding pretty well to that? 

Deb Cantabene:  Oh, very well.  Very well.  There were a lot of people that came and lingered because how often do you get free consulting?

Interviewer:  Yeah, that's true.  That's true.

Deb Cantabene:  So they took full advantage, which is terrific.

Interviewer:  Oh, that's great.  Well congratulations.  I think that's a really great move on the part of Xerox.  As I said, I think you've kind of led the industry in having that kind of approach and now you see a lot the other exhibitors following.  So that's great.

Deb Cantabene:  Thanks.  Yeah, thanks.

Email Icon Email         

 

 

 

Recent Videos

 

Video preview: ThreadX Gearing Up to Be an Informative Conference for the Garment and Apparel Decorators Community

ThreadX Gearing Up to Be an Informative Conference for the Garment and Apparel Decorators Community

Published: January 22, 2018

SGIA's President & CEO Ford Bowers shares information about the upcoming ThreadX Conference, scheduled for 25-28 February in Palm Springs. Designed to support the garment and apparel decorators community, the second largest community within SGIA, ThreadX will feature well-known speakers and thought leaders from the industry.

 

Video preview: Frank on

Frank on "Paper Shamers"

Published: January 19, 2018

Frank goes on a mini rant against those folks who shame us for using paper. He calls them “paper shamers” as he takes them to task for creating guilt trips for those who use paper.

 

Video preview: SGIA and PIA: Why the partnership?

SGIA and PIA: Why the partnership?

Published: January 18, 2018

Ford Bowers, President & CEO of SGIA, talked with us about the partnership between SGIA and PIA, and the value to their respective memberships. A key element is introducing SGIA's membership to the many conferences that PIA hosts, as well as participation in legislative affairs activities.

 

Video preview: iLearning from Printing Industries of America: All new, available 24/7

iLearning from Printing Industries of America: All new, available 24/7

Published: January 17, 2018

Michael Makin, CEO of the Printing Industries of America, shares information on PIA's iLearning University for the printing industry, which has been completely retooled and includes the opportunity for certification across a variety of disciplines, including Customer Service. Core content included in PIA affiliate membership fees.

 

Video preview: Thayer Long on NPES Rebrand and New Mission

Thayer Long on NPES Rebrand and New Mission

Published: January 17, 2018

Richard Romano talks to Thayer Long about the name change from NPES to Association for Print Technology, as well as the association's new mission to drive the industry forward.

 

Video preview: Idealliance: Taming the Wild West of the Packaging Supply Chain

Idealliance: Taming the Wild West of the Packaging Supply Chain

Published: January 16, 2018

Tim Baechle, Vice President at Idealliance, talks about how Idealliance is repositioning itself around three primary goals: communication, education and validation. With offices around the world hte organization's evolution to a think tank has changed the model of how it works. Programs like G7 and BrandQ create a swim lane for the packaging supply chain to create seamless communication. Baechle shares thoughts about how the organization is serving some of the worlds largest brands and converters to tame what he calls the Wild West of Packaging.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2018 WhatTheyThink. All Rights Reserved