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In This Section
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P.C. (Pat) McGrew, EDP is the Data Center & Transaction Segment Evangelist in the Graphic Communications Group at Eastman Kodak working worldwide to support the needs of customers involved in high-speed, data-driven customer communication. As the evangelist for TransPromo and other effective customer communication techniques she also works with the Kodak product groups and regions supporting solutions to enhance customer success. She is the co-author of 7 books covering information and multi-channel document delivery, and the author of research studies and articles covering business continuity, disaster recovery, print-and-mail innovations, compliance issues, document strategy auditing, and the worldwide statement printing markets.
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Why an Under-Educated Staff is Dangerous
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Pat McGrewMcGrew's Communicating with Color
It's become like the elephant in the room or the gorilla in the elevator that no one wants to talk about. We know color is critical to good customer communication, but if we open up the discussion about how to use it effectively we quickly get into discussions about people, processes, and price tags. This column puts it all in perspective, with topics each month designed to help you guide the color discussion in your organization. We'll look at the right questions to ask and provide guidance on how to research the answers that are right for your organization.
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Are you making mistakes in your customer communication? Your staff may be the reason!
By Pat McGrew, EDP, CMP, Kodak
We just completed a most fabulous week at the 2011 Xplor Global Conference and Vendor Forum. It was a vibrant week that has been getting rave reviews if you are watching Twitter, LinkedIn forums and even Facebook. This year, education was the most important criteria for the presentations and most presenters played by the rules and left the selling to the exhibit hall. Attendees were a great mix of veteran Xplor members and a diverse mix of new faces that created new discussions and talk tracks.
My take-away from the week in Florida was that this is still a vibrant, growing industry. The basic need for on-going education in the black arts of AFP, ADF and other TLAs (three letter acronyms) hasn’t abated as we saw from the number of people in the seats at the Optimize and Integrate sessions, but there are emerging communication technologies we need to pay some attention to as well. The attendance in the Strategize sessions—standing room only with on-going requirements to get more chairs into the room—told us that there is a yearning for guidance on planning for the future. And the future is everything from next week to next year to two or three years from now.
The Design track drew an audience looking or tips on how to work with data in their design, but they also told us that next year they would like to see some sessions on design techniques like working with whitespace and integrating color and promotional objects into their transaction and regulatory communications. And let’s not forget best practices in using PURLs and QR Codes or Microsoft Customer Tags.
As we closed this year’s Xplor Global Conference and Vendor Forum it was clear that our job is getting bigger every year. We need to not only honor the requirements of the core constituents who have supported Xplor for all of the past 30 years, but we also need to ensure that we are meeting the needs of the next generation of customer communication designers and implementers.
Pat McGrew, M-EDP, CMP is the data-driven communication evangelist at Kodak. Her email address is Pat.McGrew@kodak.com. Twitter is @PatMcGrew.
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