When something goes wrong.
WHAT TO ESTABLISH FIRST
Whose error it was.
WHAT DETERMINES THAT
The approved proof.
WHY THAT DOCUMENT MATTERS SO MUCH
It is the agreed specification, and everything is measured against it.
WHAT TO DO IF IT WAS YOURS
Reprint it, promptly, without argument.
WHY WITHOUT ARGUMENT
The reprint costs less than the relationship.
WHAT TO DO IF IT WAS THE CUSTOMER'S
Show the approved proof and explain.
WHAT TO OFFER
A reprint at cost, or a discount.
WHY OFFER SOMETHING
It preserves the relationship where the customer has made an expensive mistake.
WHAT TO DECIDE IN ADVANCE
Your position on customer errors.
WHY
Deciding case by case produces inconsistency and resentment.
WHAT TO TRACK
Reprints, by cause.
WHAT CAUSES TO DISTINGUISH
Artwork inadequate Proof not checked properly Machine or operator error Material fault Specification misunderstood
WHAT PATTERNS REVEAL
Where the process is failing.
WHAT TO DO ABOUT SPECIFICATION MISUNDERSTANDINGS
Tighten the quotation and the proof.
WHAT TO DO ABOUT OPERATOR ERRORS
Establish whether it is training, rushing or process.
WHAT TO MEASURE
Reprint cost as a proportion of revenue.
WHY
It is a direct and usually substantial loss that nobody tracks.
