Notes Gary Paulin, Lightning Labels’ Director of Sales & Client Services, says, “The formula for high customer satisfaction is people power backed up by technology instead of the other way around as is done increasing in commerce today. We emphasize the basics—working with highly experienced people to provide an affordable quality product rapidly and supporting it with dedicated account managers who provide live support as well as address digital inquiries. At the same time, we offer leading-edge technology bells and whistles ranging from our new and improved online ordering system to state-of-the-art digital printing and finishing equipment.”
In place since the company’s founding in 2002, customer satisfaction protocols work effectively, proven out by highly favorable reviews and solid workforce morale and production. Randy Perkins typifies the mindset.
“Individual customer service is very, very important. When you call, you get to speak with your specific rep who often knows what you want before you call. That’s a far cry from customer service departments where you give an account number to somebody who doesn’t know you from Adam,” Perkins points out. “And if that person isn’t available in a time-sensitive situation, we designate a specific backup who, in turn, is backed up by the team at-large. Everyone is studious and tuned in; it’s almost family-like here. Bottom line, we make sure communication is all it should be. Top-notch customer service is what we do; it’s not just a sales pitch.”
Perkins has seen many changes in his 11 years. “When I started here, we were the only company around with digital presses. Now we maintain a state-of-the-art stable of digital presses and are printing around the clock. Capabilities range from 50 into the millions.”
Another change he’s seen is the growing threat of counterfeit products, which can be addressed at least in part with labels that verify authenticity. Lightning Labels is aggressively pursuing new “track and trace” label technology that can easily distinguish between valid and phony products. “This is actually a very important part of customer service,” notes Perkins. “Going the extra mile to help our customers stay on top of this scourge is a top priority. We expect to start offering counterfeit prevention labels within the next several months.”
Addressing challenges in new, fast growing industries is another area where Perkins sees customer service going above and beyond. He points out, “We were printing marijuana labels a decade ago when medical marijuana became legal in Colorado. A decade of experience in this industry, where regulations are complex, changeable and subject to a variety of jurisdictions has made us de facto experts for our clients, a strong value-added type of customer service. We’ve also evolved with the sophistication of the industry from home-grown label branding to highly dynamic, polished and professional branding. To a less dramatic degree, the same challenges are occurring in the vape industry, where we now have a substantial presence as well.”
High Tech Complements High Touch
Another vital customer service area is technology that makes the entire communication, ordering and tracking system robust, reliable and user-friendly. Lightning Labels recently unveiled a redesigned state-of-the-art online dashboard that increases functionality while reducing time required to use it.
An enhanced dashboard makes present, past and planned purchases fast, friendly, and full of useful information. Among its most popular options are:
- Ability to create account profiles to save information for efficient communication going forward;
- Easy access to detailed information on each order placed, including shipment tracking numbers—along with a full history of previous order details;
- A quick link to start a new customized label order quote easily;
- Ability to view artwork thumbnails through the dashboard.