As imaging companies – regardless of the processes we use – we are only as good as the manufacturers and suppliers who provide us with the tools of our trade. We choose the presses, inks and materials we use in our businesses with careful consideration, and when the product doesn’t perform up to our standards, we are quite likely to take our business elsewhere. And why shouldn’t we? We are fortunate in our industry that we have a broad diversity to choices for the equipment and materials we use. We are also fortunate that our suppliers and manufacturers continue to develop and refine products.
So while we take a moment to give thanks for our industry and what it is, let us also take a moment to remind our suppliers and manufacturers of what we really want out of our equipment and materials. Not surprisingly, our expectations of our suppliers really are not that different than the expectations we have when, for instance, we buy a car.
Performance
First and foremost, we want the product to perform as intended or expected. One of the ways expectations of product performance are formed is through the sales process, where open communication with the seller and careful research by the buyer serve to establish the attributes and the limitations of the product – when it can be used and when it can not. Performance expectations can be wrongly formed in cases where the hyperbole of the sales pitch doesn’t rise to meet reality.
Reliability
Hand in hand with performance is reliability. Not only should the product perform as expected, but it should do so time after time, offering expected repeatability. To offer a couple of examples, an inkjet output device should print tomorrow that same as it prints today, given similar media and settings. Similarly, a media product should perform as expected each time it is used. In some situations, for instance, product reliability has been directly affected by unannounced changes in ink or chemical formulations, leaving the imager to wonder what went wrong.
Compatibility
Today’s imaging business continues to be about creating a smooth and efficient workflow that allows for acceptable productivity given the equipment already found within a facility. Companies want their new digital press to work with their current router/cutter, and they want the new UV screen ink formulations to be fully cured by their existing UV curing units. While some digital units essentially require the user to buy into a “system” of using OEM ink with the machine, the tides are turning and companies are looking into other options for profitable output.
Reasonable Life Span
In an industry where new technology has been driving the markets and possibilities for business, it can be difficult to determine how long a piece of equipment will stay relevant to the needs of a company. For instance, an inkjet output device could be obsolete in as little as two years. One of the primary expectations of equipment buyers, however, is for the machine to reach its ROI before it either becomes obsolete or is no longer supported by the manufacturer.
Satisfaction
Very much like buying a car, customer satisfaction with equipment or materials will often lead to brand loyalty. For instance, my grandfather drove an Oldsmobile for most of his life. You probably have your brand affiliations as well. Strong brand affiliations – think Apple – lead to strong customer relationships.
And one last reminder to the industry’s manufacturers and suppliers: Listen. The users of your products are the community through which the quality and success of your products is determined. Ask what works and what doesn’t. Take time to determine whether customers are completely satisfied or merely content. Make sure your new products and refinements are rooted in helping companies do what we do better, more efficiently, and with increased profitability.
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