Visual communications are an important link in the relationship between brands and customers, and print providers have a role to play. That's the reason behind a new ISA white paper, Navigating the Visual Communication Space: A How-To Guide. The paper was prepared by KeyPoint Intelligence–InfoTrends and sponsored by EFI.™
The paper, authored by Keypoint's Senior Writer/Editor Eve Padula, discusses the importance of personalization in creating a quality customer experience, provides tactics for maximizing efficiency and showcasing capabilities, and highlights real-world examples. The goal, Padula writes, is to help print providers learn to "think like a big brand owner, a major retailer, and their designers."
The paper explains customer experience, and why it so important to brand owners, and the role visual communications can play in helping personalize the experience. "Because consumer preferences will change and evolve over time, business marketers must be flexible and stay informed about their customers so they can continue to deliver the best possible experience and foster brand loyalty. Armed with a wealth of personal information, enterprises have the ability to create trusted one-on-one relationships with each of their customers," Padula wrote.
Personalized and targeted communications top brand owners' list of plans to improve customer experience. Print providers can reach into this area, provided they understand how they can help. "While many commercial printers are coming to view visual communications as a natural extension to the services they are already providing to their existing clients, fully transitioning into the visual communications industry is not without its challenges," Padula wrote.
The paper showcases several print companies that have successfully expanded into this area of opportunity and helps printers explore the right technology and tools needed to deliver this level of customer experience.
The white paper is free for ISA and ISA Affiliated Association members and $24.95 for non-members. It can be accessed at signs.org/visual.