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Product category: Direct Mail Printing and Services
News Release from: Neopost | Subject: Mailing systems
Edited by the Printingtalk Editorial Team on 31 October 2005

Solidifying Strategic Client
Partnerships

Christopher M O'Brien, president and chief executive officer of Neopost, explains how technology and competition have combined to create a high-performance communications channel.

Christopher M O'Brien, president and chief executive officer of Neopost, explains how technology and competition have combined to create a high-performance communications channel If my 25 + years of business experience have taught me anything, to be a market leader, you must do three things: offer a superior product, operational excellence, and customer intimacy

And then you have to do at least one of these three things exceptionally well, better than any of your competition.

For example, someone could argue that the top personal computer supplier does not have product superiority, and yet in the other two categories, they excel.

They maintain operational excellence and the company is renowned for their customer intimacy - each one of their customers feel like they are getting a custom product made specifically for them in just three days.

This is simply one of countless examples in which companies are utilizing technology to become a market leader.

Today's business world is forever changing.

With the capabilities that the internet and other technological advances have brought to the marketplace, customers now have more knowledge and more options than ever before.

In order to be a top player in any market, you must be flexible and able to adapt to the needs of your customers.

In other words, yesterday's vendor-client relationship has evolved into a strategic partnership.

This has become increasingly evident in the mailing industry over the last several years.

There was a time when shipping a package or mailing a letter was an arduous process.

As a mail customer, you essentially had one option for all your mailing needs: a trip to the United States Post Office (USPS).

There were no consumer benefits that sprouted naturally out of healthy competition such as, the ability to pre-sort by zip codes, multiple carrier options, cost accountability and bulk rate discounts.

But today, as a direct result of the steady influx of new technologies and innovations, options abound.

Mail users now have multiple options for saving money and maximizing the efficiency of their mail operations.

Over the years, I've seen postage meters evolve from a stamp-printing 'box' to a powerful and intelligent tool.

Today's meters are equipped to keep pace with the ever-changing regulations of the United States Postal Service with built-in software that allows tracking, verification via e-mail, address correction, multiple postage payment methods, and much more, which enables companies to have the equivalent of an internal post office at their finger tips.

It is in large part due to these technological advances that postal services are actually thriving at a time when many predicted their demise in the face of digital options.

In particular, many companies recognize that direct mail continues to be a strategically effective means of communicating with customers and prospects.

Moreover, the USPS has adapted to make direct mail a more enticing communication solution through the use of incentives such as discounts for bulk mailing, pre-sorting, etc.

So now the question arises: how, in the constantly evolving and increasingly competitive mailing industry, do equipment and solution providers keep customers satisfied, while maintaining a competitive edge? The answer - you stay one step ahead of the needs of your customers and the innovations of your competition.

The increase in user-friendly technologies has led to a much savvier customer base for mailing services and products.

Customers are looking for ways to meet their mailing goals while cutting costs.

With the introduction of multiple competing vendors, if you can't deliver on these, the competition is only a click away.

As I've said, mailing service companies need to be flexible, to nimbly adapt to industry trends and bend to customer needs.

Modularity is the key to this.

One of the mail industry's biggest hurdles, much like any other technology sector, is consumers' fear that once they make an investment in a piece of equipment, their business needs will change, and they will outgrow that equipment's capabilities.

To combat this issue, equipment providers' products and technology must adapt quickly and easily to changes in business conditions.

This is where modularity plays such a key role.

Unlike most technological devices or systems, mailing machine components can be easily upgraded to meet customers' ever changing mailing needs.

For example, if you need to switch to a higher volume paper feeder, you don't have to replace your entire machine; you simply switch out one component for another.

As the industry continues to progress, it's now more important than ever for a mailing services provider to connect with their customer - to gain a complete understanding of how and why they are using the mail.

What are their unique issues and priorities? Do they have specific needs? Does your client need to be further educated regarding USPS regulations? Could those 500,000 letters they send out every week cost 27 cents a piece, instead of 37 cents? Does your client understand the ramifications of decertification, and, are they prepared to make the necessary changes? Only after you build a strategic relationship with your customers can you begin to offer them efficiency-maximizing solutions that address their needs while separating you from your competition.

A key component to the customer intimacy strategy is educating your representatives on the industry.

How can the people on the front lines be helpful in accessing customer needs if they aren't fully versed in the regulations and processes of the industry themselves? Companies should be spending an equal amount of time on post-awareness training for their people that they spend on product training.

As a result, consultants will be able to answer questions like: What does the proposed USPS rate change mean for my business? Are there any discounts available to me? How will it be implemented? How can I protect myself as much as possible from unbudgeted cost spikes? This knowledge goes a long way in securing a customer's confidence in your ability to accurately assess and meet their mailing needs.

Mailing a letter or parcel isn't what it used to be - it's better! And as the industry continues to evolve, solutions providers must continue to strengthen customer relationships by offering enhanced technologies and customer-driven services.

Technology has created the ability to provide customers with services and options that were previously never dreamed of.

But, as with any opportunity, a new set of challenges has also been introduced.

Providers must be prepared to move more quickly and be more flexible than ever before.

They must keep abreast with constantly changing regulations and be prepared to act in a moment's notice.

Customers are now strategic partners and you must know their businesses as well as you know your own.

Options abound for consumers and the demand on providers for the latest and greatest is at an all time high.

Companies that can address this proactively are well positioned to lead the industry for the next several decades.

Mail is now a multi-billion dollar a year operation - not bad for an industry that began with a couple of ponies.

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