Community spirit
28 November 2005Keeping customers happy can be about who, not what, you know says Des King
Firstly, an apology. At least one sharp-witted reader exposed some apparent non-sequitors in last month's "Backpacking".
Borble, the piece's subject, and thus the party with the most to gripe about over any garbling of the message, have maintained a dignified silence. Hopefully too pre-occupied with getting on with building a flourishing business out of supplying digitally printed short-run packaging on a partnership basis to the trade - and more power to that endeavour.
One key point being made was that you don't necessarily need the in-house wherewithal to meet all market requirements. Whether you're a labelling converter, box-maker or shrinksleeving specialist, sooner or later you'll come across a customer demand you simply can't meet. "Not quite your line" but, as all contract packer/fillers will surely testify, knowing a man who can is a pretty vital stock in trade.
When it comes to keeping customers satisfied, the often-overlooked relevance about core business is that the key word isn't always the one beginning with 'c'. Conversely, in 'can do' it is. Otherwise, Tesco would still be just a grocery store and Virgin a record label.
Whilst outsourcing might have become myopically synonymous with somewhere to the East of Berlin, a more everyday practical support group lies nearer to home. Complementary capability is a well-proven community resource. Just tap into it.
Secondly, a retraction. This column initially questioned the rectitude of building last year's Packaging Innovation focus – a marketing oasis within the Total Processing & Packaging exhibition (Pakex as was) – into an event in its own right. Hats off, then, to Barbara Jackson and the Reed team for ignoring such Jeremiah-type forebodings. Not only was a healthy cross-section of brand owners and creatives drawn to the NEC to learn first-hand new ways in which packaging might better direct the shelf wars agenda, but the steady flow of traffic from the adjacent PPMA show suggests engineers too were reminded of their communal responsibilities and that a top-notch packaging solution is far more than a matter of nuts and bolts.
Thirdly, as we won't be troubling you again until next year, very best early wishes for a happy, relaxing Christmas and a successful and prosperous 2006. May the spirit be with you!