Most print providers get most of their new business from existing customers. With so many commercial printers trying to compete in a price sensitive and commoditized world, customer service is often the only differentiator among competitors. Providing outstanding customer service is a critical necessity.

I recently ran across an old 1922 ad for a large NY Printer, Charles Francis Press in Printer’s Ink Magazine. The title of the advertisement was “Is the Charles Francis Press Too Big?”

The gist of the ad was that this large printing company was easy to do business with. The copy of the ad written by owner, Gus Oakes, emphasized that any customer was welcome to come to the plant and ask any employee what was the status of their job. The promise was that the Charles Francis Press will treat every job and every customer special.