PARAMUS, N.J., Sept. 26, 2003 – Understanding their customers and responding to their needs is a key way for printing companies to move from transaction-based, commodity selling to a more profitable relationship with their clients. Understanding Customers: The Complete Guide to Building a Customer Service Strategy, published this month by the National Association for Printing Leadership (NAPL), presents a thorough analysis of how graphic arts companies can establish an effective customer service strategy. According to the Pareto Principal, 80% of a company’s profits come from 20% of its customers. However, many businesses have no effective way to determine which accounts are generating the most profit. Readers of Understanding Customers will learn how to identify profitable—and potentially profitable—accounts and devote their resources to increasing their satisfaction and loyalty. Written by industry expert Cary Sherburne, the book presents a step-by-step process that graphic arts companies can use to understand their customers, analyze their contribution to their company and establish a customer service strategy based on those insights. She outlines the roles and responsibilities that each member of the company must play to deliver customer satisfaction and how companies can apply customer relationship management (CRM) to move client relationships forward. The informative, 124-page volume also contains a Customer/Prospect Profile template that companies can use to identify which clients are worth pursuing and which should be de-emphasized. Understanding Customers: The Complete Guide to Building a Customer Service Strategy (NP 359) is $21.95 for NAPL members; $24.95, non-members. To order, call (800) 642-6275, Option 3; email [email protected]; or go online to NAPL’s bookstore at www.napl.org/store/. NAPL is committed to helping the graphic arts community succeed within today’s highly competitive communications environment. The level of information provided in Understanding Customers: The Complete Guide to Building a Customer Service Strategy is a prime example of that commitment.