In today’s environment, organizations have the flexibility to choose from a wide variety of print providers and media options beyond traditional print, to help them meet their marketing and communications needs. Despite having a variety of communication options, organizations must have a clear understanding of customer expectations, technology knowledge, and perceptions of applications and providers – in order to help meet growing customer needs. Looking to define those key buyer expectations, Canon U.S.A. along with NAPCO Research, has sponsored a study and various whitepapers titled Print In The Eye of the Buyer. Based on insights from over 200 surveyed print buyers and influencers in early 2020, the survey research and resulting series of whitepapers revealed essential insights and strategies that will guide print service providers in meeting customer expectations, enhancing buyer experiences, and improving customer outreach and engagement.
As 62% of survey respondents found that customer feedback is a top priority when measuring the effectiveness of print marketing communications, Canon pointed out, it’s important for businesses to understand print buyers’ demands and expectations – especially for directing investments in sales, marketing and technology. Through statistics such as these, the Print In The Eye Of The Buyer study can offer commercial printers valuable insights into helpful ways they can engage with customers, build loyalty, and hopefully, attract new business in a highly competitive market. The research is being summarized in five new whitepapers that are scheduled to be published over the next few months. Topics will include:
- Identifying and Meeting the Needs of Today’s Customers
- Identifying Print’s Role in the New Communication Mix
- Enhancing the In-Plant Customer Experience
- Enhancing the Print Customer Experience
- Navigating Customer Purchasing/Procurement Processes
Canon U.S.A. and Canon’s authorized production dealers will also be utilizing the findings from this research to host educational webinars with various industry associations and print service providers – to help them gain a better understanding of their customer needs, challenges and purchasing decisions. To learn more, please contact your Canon sales rep who’ll connect you with a Canon U.S.A. spokesperson to provide further insights.