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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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It’s 2011! What’s Your Strategy?
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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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The days of organic growth are over; What’s your strategy to grow your business?
By Pat McGrew, M-EDP, CMP, Kodak
It’s a new year, full of promise and opportunity. What’s your strategy for putting your customer-facing activities into overdrive? Whether you are a vendor, a print-for-pay provider, an in-plant print provider or a print buyer, this is a good time to look at what you did in 2010 and measure your success.
Let’s start with the basics: What is your corporate goal in terms of customer communication for 2011?
- Increase number of customers?
- Increase revenue per customer?
- Disassociate from customers who are not producing appropriate revenue?
- Increase number of products purchased by each customer?
- Reduce time between order and payment for each account?
- <Fill in the blank here….>
Do you have a strategy in place to support those goals? Remember, a strategy is a series of long-term goals linked by a plan with milestones along the way. The milestones provide a chance to test the strategy against the goals and make adjustments based on changes in the market, economy, and customer demands.
Your strategy should be in a written document that all departments and team members understand and agree to. It may be a PowerPoint deck or a written document—the form is less important than the substance.
But, wait! You may be thinking that strategies are for others in the company and that you have no say in them. You may be thinking that your only job is to get your production work completed or to make the best arrangements to get your print jobs into the mail stream. If that’s where your mind is wandering, 2011 is a good time to take a step back and rethink.
No matter where you are in the mix, even if you don’t believe that you can impact the cross departmental or corporate goals, you can always build a strategy for moving your team, workgroup, or department forward.
2011 is full of promise. Let’s keep on exploring the possibilities! As always, let me know if you have ideas to explore!
Pat McGrew, M-EDP, CMP is the Data-driven Communication Evangelist at Kodak. Her email address is Pat.McGrew@kodak.com. Twitter is @PatMcGrew, and blog is http://patmcgrew.growyourbiz.kodak.com.
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