Consultant Matthew Parker provides his top tips on how to retain valuable customers and build business on the back of their loyalty.
The humble PDF is often seen as a saviour of the print industry. It has eliminated the need for traditional artwork. New files can now be transmitted easily, cheaply and instantaneously. But the advantages of the PDF have also been a major threat to the print industry. The PDF has reduced customer loyalty. As a buyer, it is now very easy for me to send my artwork to a new supplier. All I have to do is to send one quick email. There are no barriers to changing suppliers. It’s tempting for a buyer to do this even if there is saving of as little as £10.