The Alternative Manager’s Guide to Exceptional Customer Service

This story is excerpted from the cover story from SCREEN PRINTING’s January/February 2026 edition, “The Alternative Manager’s Toolkit” by Chris Burslem.

Challenge/Task: Exceptional Customer Service

Traditional Playbook: Many print shop owners aim to impress and attract customers with highly personalized interactions, uncommon levels of attention and service, and just generally going above and beyond — sending thank-you notes, offering extensive support, or providing free drinks and cookies or the chance to watch the big game on their inhouse monitor. The goal is to create memorable experiences that craft loyalty and positive word-of-mouth.

the problem: Exceptional service can be costly, inconsistent, and is sometimes unsustainable, especially for small businesses. Over-investing in customer service can also lead to inefficiencies, delays, or overly complex protocols that slow everything down. Moreover, it can set unrealistic expectations that are hard to maintain long term.

the alternative manager’s fix: Instead of striving for “exceptional” in the traditional sense, focus on removing friction, both physical and psychological, so that every interaction is so smooth and effortless that customers feel pleased simply by the ease of the experience. The goal is to create a pain-free shopping journey that encourages repeat business without needing extraordinary gestures.

How to Make It Happen

• Start by mapping the customer journey to identify pain points and eliminate them one by one. (Is your order pickup area clearly marked and easy to access? Does your website allow customers to request quotes or submit artwork? Do you send email and text updates on production status and order completion?)
• Update the buying experience. This could include online proofing portals, emailing mockups for approval before production, virtual consultations for large orders or multi-location rollouts, and video calls to review color separations or ink options.
• Use technology wisely—auto-fill forms, chatbots, self-service portals—to make interactions quick and easy.
• Every customer starts their journey on your website. It should be where your friction-free journey starts too. Provide real-time order tracking, client dashboards, AI autoresponders (like those installed with Podium), and be ultra-transparent about turnaround times, minimums, and pricing.
• Offer flexible payment terms—deposits, milestone payments, net-30 for established accounts—to fit every budget and comfort level.
• Work to your customer’s clock, meaning being willing to work outside of conventional business hours and make on-site visits to discuss large projects.
• Streamline the checkout process—minimize steps, eliminate extra questions, utilize tablets to close the sale on the production floor or trade shows.
• Shorten wait periods for responses, deliveries, or assistance. It’s a long shot, but could a drive-thru pickup window improve the service in your market?
• Last but not least, manage expectations: Far better to have a reputation as a print shop that delivers rush jobs in 48 hours than one that promises same-day turnaround—because in the latter case, as soon as you fail to deliver on that tight deadline, you’ll be seen as underperforming..