WTP Relieves Pricing Pressure When it Enhances the Customer Experience

Why Web to Print May or May Not Enhance Your Value and Customer’s Experience- Part 2

By Howie Fenton for Rochester Software Associates – This is the second article in a two-part series that talks about the role of Web to print in customer satisfaction, the perception of value, and the impact on competitive pricing pressure. The first article included adoption rates for in-plant and commercial printers tempered by real world experience, discussed how automation can reduce errors and billing problems, and looked at how changes in customer demographics impact the definition of customer service. This article introduces the idea that companies that achieve better customer experiences are less susceptible to price competitiveness.

In theory a well-run in-plant should result in lower operational costs simply because some (but not all) don’t pay for floor space, utilities, or mark up prices to make a profit. The problem is that printing costs depend on volumes or utilization rates. That means when demand drops then the cost per page increases. In most in-plants, competitive pricing is essential because the facilities management and outsourcing companies will claim that your prices are too high when they try to interest management or administration in their services.

Source: Customers 2020: A Progress Report, Walker 2013

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