Customer Service Tipped the Scales in Sull Graphics’ Print MIS Decision

Keith Sullivan at Sull Graphics believes every Print MIS has advantages and disadvantages, but personalized, responsive customer service can make or break the decision on which system to choose.

Sull Graphics had just invested substantial money in a new, big-name Print MIS when Sullivan discovered the vendor did not support its customers much beyond the initial installation and training.

“They gave us a number and said, ‘If you have questions or problems, here’s our support line number to call. And here’s your book.’ They pretty much washed their hands of us and walked away,” he recalled.

When the vendor updated the system, its customers – including Sullivan – had to find the documentation explaining what the update included and figure out how to make it work. If customers wanted hands-on help, they were required to pay a substantial fee to fly the vendor’s representative to their location and cover all travel expenses. Moreover, every few years, the vendor would sunset the application, requiring another large expense to upgrade.

“All of this became a big expense after we had already invested so much money into the MIS. We couldn’t keep paying for stuff the company continued to change,” Sullivan said.

Sull Graphics decided to make a switch a few years ago and chose Avanti Slingshot as its new Print MIS. Immediately, Sullivan noticed a different level of customer service. For more than a year after the initial installation, Avanti provided Sull Graphics with unlimited support by phone and email. If Sull Graphics had a major problem, Avanti sent a representative to help solve it.

“When we had an issue, Avanti jumped on it. For a time, I even had a direct cell phone number for one of the executives, and we would have a monthly chat about how things were going, and discuss any issues we saw that would make a good addition for future product development,” Sullivan said. “Avanti makes us feel we were part of the team and that we matter – even though I know we’re not the company’s largest client.”

Sullivan says he appreciates Avanti’s dedicated customer support portal and the articles and videos it provides on all aspects of print automation. He often watches the videos and then asks his staff to watch the segments he thinks are relevant to their work.

Still, nothing beats Avanti’s personalized Workflow Audits, which help Avanti’s existing or potential customers determine how their Print MIS is working and how they can better utilize its features. Sull Graphics schedules a Workflow Audit every couple of years and finds it a great way to identify “islands of automation,” breaks in workflow, inefficiencies, outdated practices and other problems.

“I have the Avanti rep come for three or four days to meet with certain team members and go over actions. Then we do an open floor where anyone can bring up questions or issues they are having. Our Avanti rep will actually get in there and show the person how to do it,” Sullivan said.

Reflecting on the value of customer service, Sullivan says Avanti and Sull Graphics have something in common: Both companies believe in treating customers like investors in their products. That requires providing the kind of attention and support that builds trust and proves the investment worthwhile.

“I think that is the way that Avanti handles everything,” said Sullivan. “They never want to let us down. To me, that’s the key to a good relationship.”

For more information about how Sull Graphics is achieving its long-term business goals, read this case study.