For specialty imagers, the marketplace is becoming less focused on the creation of a high-quality print and much more focused on the total imaging solution.

　　Eric Fraterman, a customer-focus consultant based in Toronto, has more than 20 years of experience working with clients to achieve increased customer-focus and operational effectiveness.

 　　“Business owners that are used to dealing with the hard-nosed production aspect now have to shift roles and deal with the soft-side, people stuff,” Fraterman notes. “You have to manage people just as hard as production.”

　　The specialty imaging industry has a need for strategic account management because printing shops also are creating customer experiences, Fraterman said. “The customer becomes less price-sensitive at the very moment the salesperson introduces a custom solution.”

 　　“Suppliers [of printing and imaging services] have to find a way to break out of the existing mold while also helping the customer achieve their core competency,” he said. “Tweak the production process a bit to add value to the print and production.”

 　　The key to this, Fraterman adds, is engaging internal staff to look for solutions that will make it easier for the customers to do their core business.