Enhancing customer relations using customized printing

This paper illustrates how information from CRM systems and other customer inputs are used in print production to enhance customer relations. The results identify three common ways user data is obtained and used focusing on more advanced customized solutions; (1) Data mining of stored customer data, illustrated by a case where transpromo based on purchase patterns are sent to customers, (2) use of pre-stored data depending of e.g. customers' orders, exemplified by production of customized instruction manuals based on customers' orders, and (3) user input in connection to the production, represented by a web-based service providing customers with the opportunity to customize photo books. The identified and illustrated scenarios give good examples of the importance to use these different concepts in the marketing mix to enhance marketing efforts.