Specialty Graphic Imaging Association Digital Printing & Imaging Association
	Executive Summary February 2007

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Customerization, Part 2: The Journey Continues

“Customerization,” (November 2006) focused on your employees and the need for each one to be committed to a customer-centric philosophy. Staff at every level and in every aspect of your operation — management, sales and production — brings specific value to your business.

The specialty graphics community isn’t alone in developing a customer-centric approach; it’s a common goal throughout industry today. In fact, almost every sector of the printing industry is transitioning as they looking for ways to add value and better serve their customers. Today, service and support beyond the printed image often defines the success of specialty imagers.

The customer-centric way of doing business is very different from past business models, in which technology defined the printer’s role in the marketplace. Such a dramatic change in business philosophy is a culture shock for some. But the success of SGIA members who are employing customer-centric business practices illustrates the value of making the transition.

Although lithographers and other commercial printers are also making this transition, I believe it’s most important for specialty imagers to employ customerization. When considering the ratio of number of customers to annual revenues, specialty graphics producers tend to have fewer customers than other commercial printers. Maintaining that smaller customer base, with each customer responsible for a larger percentage of the annual revenue, is a very good reason for specialty graphics producers to establish a strong value connection with key customers.

Fortunately, there’s no easy formula for success. (If there was, everyone would use it.) You need to create a customerization formula that works for your organization. It might include keeping customers informed of emerging opportunities brought on by new capabilities, providing important metrics that underscore the value of your contribution to your customers’ efforts and clearly improving your customers’ ability to achieve their goals. My guess is your formula will include much more.

This year, SGIA is offering several new services and enhancing existing services to help members make the essential transition from print provider to service provider. Participate in Surveys & Statistics for data to target new markets and stay informed of developments affecting the community. Take advantage of our new series of Webinars to educate and motivate staff, especially sales and management staff. The SGIA ’07 educational program will also include sessions dedicated to customer-centric operations. I urge you to take advantage of each of these opportunities — they’re too good to pass up.

As a side note: SGIA corporate members will be eligible for free passes to the [Webinar sessions]; the exact number of passes (up to 10) is based on your annual membership investment. Individual members will receive a discounted pass, or can upgrade to corporate membership and receive the free pass.