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Service Differentiation

October 14th, 2016 - Posted by Jamie Thomson, Managing Director

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Differentiation is a basic business and marketing strategy, by which a company focuses on distinct differences in its offering to customers as the basis for establishing a competitive advantage. In the print industry, the focus is often on quality of the end product and speed of the service provided as a strategy to attract and retain core customers. However to succeed in achieving service differentiation, you must typically distinguish your business in a variety of service components.

Service Performance
If your business provides basic services to customers, promising and delivering consistently high-quality services can help you differentiate. A print business can establish a quality service reputation if it consistently provides products that meet or exceed customer expectations. Companies that are more marketing focused and provide a bundle of services in which print is part of the product can achieve this with a friendly and customer-oriented approach and top quality designs and project completions that leave customers feeling satisfied. At RedTie we provide Managed Services for storefront and product builds as well as bespoke development for custom products and storefront builds. We always strive to ensure our work is to the highest standard so that customers are fully satisfied with the end result.

Service Experience
In some cases, businesses provide the tools and means by which customers apply or use services on their own. RedTie Web to Print provides the technology and means for customers to access and edit products themselves, for instance. To promote quality differentiation, we focus on elements such as system availability and system functionality. Essentially, the quality in this type of service arrangement is the ease of use, consistency and overall value the customer derives from their use of the service.

Service Resolution
Service resolution is also critical to success in service quality differentiation. Any type of business, whether product or service-oriented, can differentiate itself with elite performance in service resolution. This involves carrying out the steps necessary to resolve customer problems or fix product or service errors. Companies that succeed in service differentiation typically have well-trained service employees who follow basic steps to listen to customer problems, work toward a satisfactory resolution and follow up to ensure the customer is happy with the outcome. At RedTie we offer a 24/7 support system and expert support to ensure customers can get advice as quickly as possible.

Challenges
Service quality differentiation is typically more challenging than product differentiation, largely because services are performed by people. Whether proactively delivering services or responding to customer complaints, it takes consistent performance to make service differentiation work. RedTie is certified for ISO 27001:2013 so our service level is guaranteed to be one of the best in Web to Print.