Commercial printers and publishers are discovering the potential that digital workflow is already delivering to many transaction-oriented production printing operations. Processes, productivity and profit all stand to gain from the implementation of this software-based automation. If you are trying to justify a move to digital workflow, here are some factors to consider.

"The simple reason for any digital workflow system is to do more with less, and the resulting benefits are measurable and obvious," notes Dave Squires, director of solution sales at Sefas Innovation, Inc. (www.sefas.com). "Improved system throughput results in faster market speed; reduced requirements for physical assets and labor can cut costs; and improved accuracy and reduced physical inventories also lower expenses." Tim West, vice president of development at Art Plus Technology (www.artplustechnology.com) cites additional benefits like fewer errors and the ability to match output to the best production resources.

Speed of Delivery

Speed of delivery is another powerful recommendation for digital workflow. "When prospective customers call a financial services company, 80 percent of time they will select the first company to get them information in the mail," says Jerry DeRome, manager of on demand technologies for Bell & Howell Mail and Messaging Technologies (www.BellHowell.com). "Shortening the time between the initial contact by web or phone to the time information is delivered is a main driver for digital workflow."

MAIL 2000 (www.Mail2000.com) is an example of this principle at work. The mailing and document production services provider relies on digital workflow to guarantee most customers two-day turnaround from receipt to production to delivery to the mailstream. It's digital workflow that lets MAIL 2000 operate faster and cheaper -- and undercut most of its competitors -- according to MAIL 2000 COO John Kuiper. For MAIL 2000 clients who send stock trade confirms or customer service letters, time is also their competitive advantage, and MAIL 2000 helps them maximize it.

React-On-A-Dime Flexibility

Digital workflow further gives MAIL 2000 a flexibility benefit that keeps work moving. "Since we have a workflow system integrating six production locations, we never depend on just one," Kuiper says. "We have built-in back up, so if a single operation or postal site is down, we can digitally reroute work to another production location to get it expedited and delivered."

Flexibility gains also include the ability to react quickly in the market and to customer needs. "Operations can almost instantly incorporate changes their customers require," explained Robert Raus, director of solutions marketing for Oce Printing Systems (www.oceprinting.com). With digital workflow in place, "users can proof and edit right up to a few hours before the production run. The digital creation, proof, edit and approval cycle is reduced dramatically when compared with previous physical processes, so you don't waste time and materials. Digital workflow lets you be more responsive to reality. It gives the ability to vary content in response to current market conditions and customer requirements, unlike magazine publishing, where content is locked-in many weeks before print production starts. "

The Personalization Return

"The highest value of digital printing comes from the ability to take personalized messaging vs. offset marketing to the masses. Just converting legacy applications to a digital environment will not maximize the cost benefit," cautions Jerry DeRome of Bell & Howell. "Marketers can achieve a 30 to100 percent better response from personalization compared to a mass campaign. The additional value and response rate can justify digital document-processing costs."

Still, from a production standpoint, companies can achieve some value from digital workflow even without personalization, especially through the reduction of scrap and inventory. "Digital print-on-demand can reduce the cost and effort to track, store and scrap preprinted documents that have shelf life, especially in finance and insurance," DeRome says.

Is digital workflow worth it? That seems to depend on where your customers are headed and whether you want to go there with them.