Channel print specialist Danwood has invested millions in improving the service it delivers to customers vowing to fill a gap in the market left by rivals that fail to listen to users.
The channel player has been busy retraining its sales teams and reforming its approach to be customer-centric and will spend £5m on improving the service it can deliver.
The decision to move away from simply informing the customer of the available hardware and delivering consumables and support when needed is being spearheaded by Danwood CEO Steve Francis.
He said that the decision to move away from just focusing on shifting tin was one that would set it apart from competitors and put it in a prime position to help customers cope with controlling print costs.
"The industry has been able to dominate customers and for years it was picking what the channel suggested," he added "The customer's voice hasn't been heard."
The firm has been interviewing users and running focus groups with existing as well as prospective customers to find out what they really want from a print and document specialist.
The answer included getting "peace of mind" from reliable print solutions that delivered consistent results and not the hassle of machines that broke and required regular servicing.
Francis added that the model going forward would also involve more services as the customer looked for a relationship that was less about the hardware and more about managed print services and a document strategy.