Written by Dharminder Biharie
Business Development, Xerox Netherlands
A recent blog by Matthew Parker titled, Why Printing Companies Need to Think Like the Travel Industry When it Comes to Websites, discussed the notion that printing companies need to rethink their web presence in order to best connect with customers and prospects.
Matthew’s point is worth reemphasizing:
Make your website more attractive and focus on what you have to offer. It is critical that your company understand the business pain of your customer or prospect. Consider yourself the aspirin to their communication challenges.
If you understand the concept of his blog, then there is no need to continue reading. However, if you are interested and have a few minutes to spare, I’d like to build on what he wrote.
For fun, go to Google and type in the search bar, “offset printing” or “digital printing”. Check the images. What you likely will find is a lot of technical equipment. Chances are, your customers may find this hard to relate to. Is the challenge many company websites face starting to make a little more sense to you?
As an example, imagine that you are booking a holiday vacation for yourself and your family. A travel agency helps you reserve the complete holiday package – airfare, lodging, transportation, etc.
When booking the vacation, do you make your decision based on:
- The type of aircraft you will be flying in? Is it a Boeing? An Airbus?
- How many engines the aircraft has?
- Does it have an Alloy Body?
- Is the Cockpit equipped with 700 Intel i7 Core chipset?
- How many rooms the resort has?
- Who manufacturers the cooking equipment for the chefs?
Or do you make your decision based on:
- Is there comfortable travel accommodations from the airport to your hotel?
- Will there be an agent standing by in case I have questions or problems?
- Does the beach come equipped with surveillance for your kids, lessening your level of stress?
- Are there special dietary foods available?
- Is there free Wifi on the resort, or even on the beach?
It is important that you focus on what is important to your customer. Understand their journey, which can take place offline or online. Let them know how you can solve their pain and be careful not to overwhelm them with technical information that they don’t care to know.
Remember, it’s all about giving your customer the best trip ever. And if you can deliver that, they might share their holiday pictures (experiences) with their colleagues, peers, friends and others – both online and offline.
Dharminder Biharie is a Business Development Manager within Xerox Netherlands. To get in touch with Dharminder, feel free to contact him via email.