Latest News
Vendor relationship on the rocks? How to overcome this challenge
Printers and their clients have to manage their relationships with the utmost care if either business is going to be successful. According to a recent article for TechTarget's Search IT Channel, the concept and practice of vendor relationship management has taken on an increasingly important role in collaborations between businesses and vendors, including print shops.
A complement of customer relationship management
In the same way that printers must deftly handle their partnerships with clients, the opposite remains true for customers when working with a vendor. In truth, the two concepts are interconnected. Both printers and their customers maintain focus shoring up relationships to ensure both parties are satisfied and achieve their objectives.
Ryan Morris, principal consultant at Morris Management Partners, explained on TechTarget that it's a wise decision for a business to put a vendor relationship manager in place, as a formal position.
Objectives of VRM
Harvard University established Project VRM as part of the Berkman Center for Internet and Society, and the institution provides a clear outline of what vendor relationship management aims to achieve. For instance, a key aspect of this strategy is ensuring individuals have tools to manage relationships clients.
In the case of printer shop operators, this concept is seen clearly in the use of a print MIS platform that integrates with a customer-facing Web-to-print storefront. In essence, a printer is giving its staff members greater control over the interactions they have with clients. On the other side of the coin, customers have a personalized platform to manage their print collateral.
Another key point to keep in mind is that VRM enables stakeholders to maintain their data or digital property. Through a Web-to-print storefront, clients take control of many of the most critical functions and touch points they share with printers. For instance, customers can generate quotes and proofs using the online tool on demand, 24/7. While the printer is ultimately responsible for delivering the final product, the client assumes a more prominent role in establishing the parameters of their work orders. Furthermore, they're better able to manage inventory and keep track of past transactions using a Web-to-print storefront.
Take a proactive approach
TechTarget also raised the point that vendor relationship management should enable both service providers and clients to be proactive in addressing their needs. Relationships have to go beyond strictly transactional interactions. Because print MIS software integrated with Web-to-print platforms tackle many of the business-side functions, vendors are able to devote more time to fostering personalized relationships with their clients. This allows both parties to develop a shared vision of their partnership.
In the end, the strength of a VRM strategy between printers and their clients will be put to the test by the print MIS and Web-to-print platforms they implement. Jennifer Matt wrote on WhatTheyThink that many print organizations are frustrated with these solutions. As a result, the relationships they form with clients aren't nearly as strong as they could - or should - be.
