Market: Customer Centricity must not be limited to new customers

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Anyone who runs an online store knows how important it is to win new customers – and to do so constantly. That’s why they invest heavily in marketing and put together an attractive special package from time to time. But what attracts new customers often doesn’t apply to existing customers. True customer centricity looks different, and more and more online print shops are discovering this for themselves. Onlineprinters, for example, recently launched the “op.premium circle”.

Who doesn’t know this situation? You’ve been a loyal customer of the same mobile phone provider for years, and were even prepared to accept a minimum contract term, as was common practice just a few years ago. Today, however, this very same cell phone provider is advertising offers that have it all: Double or triple the data volume at half the price you pay yourself – with a monthly cancellation period, of course, because that’s what young customers want today. When it comes to new customers, many providers – regardless of the industry – seem to know hardly any limits. Because new customers are important. No question about it. But existing customers are at least as important, and their loyalty to the service provider ensures constant sales.

More than just pretty words

Anyone who declares customer centricity to be a corporate value and really wants to implement it seriously must therefore not lose sight of existing customers – even more so because it must always be a company’s goal to convert as many new customers as possible into existing customers.

How can this be done? Basically, of course, with a high-quality and flawless product, short delivery times, and reliable support and customer service in the event that something goes wrong. In addition, the entire creation and ordering process must be as simple and intuitive as possible in terms of a good customer journey. So far, so good – and yet somehow not good enough. Because all of this has long been standard in a digitized world where the competition is just a click away and is taken for granted. Instead, it’s now about the idea that loyalty can, and even must, be rewarded.

Advantage programs are designed to reward loyalty

That’s why large online print shops are now also using other methods and measures. Flyeralarm, for example, has long offered Flyeralarm Plus, a benefits program for high-turnover customers with annual sales of 25,000 euros or more – and now Onlineprinters is following suit.

The op.premium circle from the Franconians is designed to offer business customers with annual net sales of 10,000 euros or more special benefits, including personal premium advisors, attractive special terms and discounts, and extra-fast, prioritized order processing. A premium data check is also not an additional cost block for members of the benefits program, but is included. Premium customers are also to be invited to exclusive networking events and given access to op.solutions – another Onlineprinters offering that includes individual business solutions and interface connections. Membership in the Premium program is voluntary and free of charge – at least if one disregards the net sales limit, which Onlineprinters subsequently introduced afterwards.

This begs the question: What about the many smaller print shop customers who neither have their own business nor (can) spend 10,000 or 25,000 euros on print products per year?

My Take: At least, the direction is right: Benefit programs such as those offered by Flyeralarm and Onlineprinters are finally bringing existing customers back into focus. Nevertheless, it’s important to take all customers with you, not just the big, high-volume business customers. Or merely the new customers. Customer Centricity is not cherry-picking. Yes, it is a challenge – especially when it comes to the large and heterogeneous customer bases that online print shops generally have. But: Customer Centricity pays off in the end. And it always does.
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Market: Customer Centricity must not be limited to new customers
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Market: Customer Centricity must not be limited to new customers
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Anyone who runs an online store knows how important it is to win new customers - and to do so constantly. That's why they invest heavily in marketing and put together an attractive special package from time to time. But what attracts new customers often doesn't apply to existing customers. True customer centricity looks different, and more and more online print shops are discovering this for themselves. Onlineprinters, for example, recently launched the "op.premium circle".
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Beyond-print.net

Judith Grajewski war 14 Jahre für Deutscher Drucker tätig und hat als Redakteurin vor allem über den Wachstumsmarkt Digitaldruck berichtet, als Online-Verantwortliche das Portal print.de und die Social-Media-Kanäle mit aufgebaut und sich als „Transaction Editor“ mit Content-Management- und Marketingstrategien beschäftigt. Nach einem kurzen Intermezzo als Chefredakteurin des Werbetechnik- und LFP-Fachportals Sign&Print, bleibt die studierte Dipl.-Ing. für Medientechnik (FH) ihrer Leidenschaft für Print treu und widmet sich nun der Beratung und Projektbegleitung von Druckunternehmen auf ihrem Weg in eine digitalisierte Zukunft. Darüber hinaus gibt sie als Redakteurin für Beyond Print regelmäßig Einblick in relevante Themen des E-Business Print. (Profil bei Xing, LinkedIn)

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