This month's survey addressed a common dilemma faced by printers. A printer-subscriber asked, "How do I handle clients who are never satisfied, and who continually ask me to reprint jobs even after they've signed off on proofs? She wondered, too, if POs could offer her any protection.

Personally, I don't think a PO offers any protection against complainers. It's just a piece of paper. To me, the issue has more to do with understanding and meeting customers' expectations, which is easier said than done. Because you can't even begin to meet a customer's expectations until you know what they are.

Dozens of Print Tip subscribers, mostly printers, responded to this survey question. Their advice can be summed up with these 5 statements:

1 - Manage your customers' expectations.
2 - Explain proofs and their limitations.
3 - Insist on press checks when you "smell trouble."
4 - Educate your customers.
5 - Know when to fire "bad" customers.


1 - MANAGE YOUR CUSTOMERS' EXPECTATIONS.
"I don't have an answer for your subscriber's dilemma," one printer wrote, "all I can do is share her frustration and keep plugging away at my employees to understand what the customer needs, how he's going to use it, and what his expectations are. When I find a perfect employee, maybe I'll find a perfect customer, too!" Another subscriber said that the salespeople have to manage customer expectations. "HOW a customer defines satisfaction is a sales responsibility." A short-term solution to dissatisfied customers may be more press runs, he added, but a long-term solution is better training of the sales staff as far as what's producible in their print shop.

"I can track a lot of errors in our plant to what was NOT said," someone wrote. "What the customer SAID is usually what the CSR HEARD - and it's not what the customer wanted." This printer tries to reduce errors by repeating back to the customer what he HEARD, and by converting all conversations about the job to paper notes that travel with the job.

2 - EXPLAIN PROOFS AND THEIR LIMITATIONS.
How many printers send proofs to their customers without explaining a) what to do with them, b) what their limitations are, and c) how closely they will/will not resemble the printed piece? Professional buyers may know how proofs differ, and how they relate to ink on paper - but most print consumers haven't a clue. Make a point to give a first-time customer his/her proof in person, and cover these points. Have you discussed color issues? Paper issues? Now make sure the customer signs off and dates your proof, with the clear understanding that this represents their "OK to print."

Several subscribers said that an accurate color proofing system plus clear, written approval forms would help alleviate this "never-satisfied-customer" problem. (Remember, too, that a signed proof is one thing - but if your printed sheet doesn't come close to that proof, the customer will understandably be furious.) And this: "If several clients are unhappy with your print quality, it may be time to upgrade your proofing system."

3 - INSIST ON PRESS CHECKS WHEN YOU "SMELL TROUBLE."
Many respondents recommended press checks as a solution. "If we suspect a problem, we insist on a press check," wrote a printer who sounds like he goes above and beyond duty. "We give them a time for the press check, and if they can't make it, we schedule it during the pressman's lunch. I personally run it over to them for their OK, and get it back before the press starts up again. This gives the customer personal contact with the entire shop and it bonds our relationship."

Another printer insists on press checks when there's a potential problem or a fussy customer. "My pressmen have become the best salespeople" this strengthens the relationship with your customers."

"Bring customers on press to learn what their color expectations are. Remember, everyone sees color differently." This printer made a great analogy: "It's like making soup. We all have different tastes, so go easy on the seasoning."

Press checks for chronically unhappy customers are required, another subscriber wrote, "but tell them they'll be charged for the proof and even more if the pressman's kept waiting."

4 - EDUCATE YOUR CUSTOMERS.
Some print buyers wrote that it's the printer's job to educate clients. "How about educating them about how the printing process works?" said one buyer. Printers need to explain how a customer's decisions about a job can impact the cost as well as the results, he added. He also suggested that print shops have an internal policy/procedure to ensure that this happens. "My guess is that the printer's having these problems because she is trying to please the client without ever explaining what's involved in the printing process."

5 - KNOW WHEN TO FIRE "BAD" CUSTOMERS.
Many respondents, including print buyers, said that chronic complainers are not worth keeping. "If a client has written 'OK' on the proof and understands what the proof represents, then the printer is not at fault in my book," said one buyer.

"There's a time in every relationship when you have to ask the question, is the client worth it?" another subscriber said. "Sometimes, the answer is no." "Not every client's worth retaining," said another printer; "I've cut 3 loose last year, something we've not done in 55 years! The best one came back to me with a fresh attitude.

"If a client's OK'd a proof, and you've matched the colors, I say he/she's obligated to pay. As hard as it is to tell clients 'tough luck, we printed it and you'll pay,' you're no better off by constantly reprinting jobs. You're better off without those clients."

The majority of respondents said that POs aren't much protection against clients who constantly request reprinting.

The most quotable quote from all of the respondents may be this: "Pleasing the customer is by far the hardest part of printing." And since every customer is different, the onus, unfortunately, is on the printer to know who expects what kind of quality and service.As another printer wrote, "We work in a highly specialized field, getting more so by the day. Customers simply don't know the language or the details of what we do. It strikes me that the best starting point is simply to get to know your customers." Amen. And good luck.

Let me thank all of you who responded. I know your insights will help any printer who's experiencing this problem.