Huge Missed Opportunity for Personalization
By Heidi Tolliver-Walker on January 17th, 2011
If ever there were an opportunity to personalize documents, it’s school pictures. Yet I spent this morning bleeding out my eyes because I needed personalization and it wasn’t there.
The story starts with poorly designed print documents and online order site that didn’t match one another. The sample was digitally printed, with my order number and customer pin printed underneath the picture of my daughter. Across the top was text inviting me to the website to order additional prints. Yet once I logged in, there was no place to enter the order number, pin, or access her picture. When I clicked the FAQ and “help” links, they took me to answers about tracking orders but nothing about how to place an order in the first place.
So much for the ability of this digital print shop to upsell me with personalized mugs, calendars, and photo books using their e-commerce solution. Huge lost sales opportunity there.
So I went back to the print materials. The sample print had the order number and pin, but it was not accompanied by an actual order form for the pictures. There was some kind of order form, but after further examination, it was for an entirely different type of product.
I finally located the order form printed on the backside of the large window envelope. It was hidden from view, static printed, and clearly ordered in bulk to be as cheap as possible. By the time I cut out the form (after having to turn the packet inside out and extricate it from the folds), I was so frustrated that I forgot where my order number and pin number were located.
There I was, staring at a blank order form from this digital photobook printer, thinking, “Why isn’t this form personalized? What on earth is wrong with these people?”
This should have been a high-margin sale. The printer had already included a sample print with my daughter’s picture on it, her name, the order number, and the pin. I should have opened the packet, pulled out a pre-filled order form, along with pictures of the high-margin upsells the company would have loved to sell me (preferably with my daughter’s picture already imposed upon them). Instead, I wasted nearly 40 minutes looking on the website, sorting through papers, and then filling out a blank order form with information the company already had. By the time I was done, I was so irritated that I placed the smallest order I could get away with just to be done with the whole business.
So if you’re printing any type of form for your clients, be the hero. Pre-filled forms are one of those no-brainer steps that any client sending out forms should be doing. Not only does pre-filling forms decrease the client (or prospect) irritation level, but this simple act of personalization is shown to increase response rates, as well.