The last few years have been incredibly challenging for commerce of all types, in turn straining the ability to provide top-notch customer service. Custom label printers are no exception.

Between the pandemic, ensuing supply chain snafus, difficulties recruiting and retaining a qualified workforce, and economic upheaval, maintaining a robust operation has been a herculean challenge. In addition, the printing industry in general has experienced major consolidation via acquisitions.

Given all the chaos and commotion, it’s a good time to check in on how custom label printers are faring in the customer service realm. Following are checkpoints to help determine how well they’re doing:

1. Familiarity breeds contentment. Are the same names and faces you’ve come to know still in the picture? Or, are you having to become acquainted with new people constantly? While many factors can account for turnover in this topsy-turvy business climate, the most customer service-dedicated companies will generally retain more long-term employees, particularly in account management positions – understanding their critical role in establishing and maintaining good customer service. And these people will be front-and-center, meaning it will be easy to get competent help and guidance quickly, without going through a maze of technology dragons at the gate.

2. Reasons versus excuses. Especially when it comes to supply chain snafus, it can be difficult to secure needed printing supplies – including substrates, inks, and adhesives – in a timely manner. The most customer-service committed label printers work diligently to plan ahead so that they have what’s needed in stock. Further, when there is a true supply chain problem that can’t be avoided, they provide clear and compelling reasons – versus murky and “convenient” excuses – for delays. The same holds true to a large degree in shipping. Diligent label printers work hard to ensure timely arrival, instead of blaming shipping woes for delays.

3. Multichannel communications. One of the best and brightest technology advances is the ability for customers to communicate with their custom label printer the way they want. Some folks prefer using apps, digital platforms, and such AI-driven technology as chatbots. Others want to talk to a live human being, period. Still others prefer a mix of the two, often because they want to connect with a live customer service rep if needed, but enjoy the convenience of tech-driven options as a rule.

A critical key here is making it all available and easy to access. Companies that disconnect or discourage personal contact and want everything to be handled through technology are doing themselves and their customers a disservice. They cite “efficiency” and “convenience” when the core reason is typically to save money. People want “we’ve got your back” personal connection in many cases, and a label printer honoring that option will be rewarded with customer loyalty.

4. Reliable, user-friendly technology platforms. Being able to order labels through online platforms in a convenient, fast, and easy way can be a dream come true. However, as with all technology, glitches, poorly-explained processes, and a general lack of user-friendliness can turn the dream into a nightmare. Custom label printers thoroughly invested in customer service go to great lengths to ensure that the customer experience with online ordering and aligned processes is smooth and seamless. This should be a continuously improving outcome regardless of economic challenges.

5. Investment in new, state-of-the-art-equipment. Both quality and capacity are heavily dependent on having the best equipment in ample quantities to meet expanding customer needs and expectations. Aligned with the best equipment is the best operators. This goes back to recruiting and retaining the best and brightest. Top-flight label printers want to ensure that top-notch talent very familiar with the company doesn’t walk out the door to a competitor – and they will take all reasonable steps to keep them on board.

6. Quality outcomes. At the end of the day, all customers want a quality outcome. Typically, this means a professional, polished product delivered on time and on budget. While the most dedicated custom label printers focus on all three, the constant hat trick can be, well, tricky. That said, it’s important to remember that now more than ever, consumers everywhere are experiencing second-rate outcomes in so many areas – and they’re frustrated. Being able to provide reliable, consistent products and performance stands out now as a beacon of hope amid all the letdowns, missed deadlines, and generally uncaring customer service. The best label printers will make sure their beacon shines bright while so many others dim.

Taking stock now of how your custom label printer is doing in these critical customer service areas, as well as others, will guide product manufacturers toward the best choices in the future.


Mark Lusky is a marketing communications professional who has worked with Lightning Labels, an all-digital custom label printer in Denver, CO, USA, since 2008. Find Lightning Labels on Facebook for special offers and label printing news.