Any member of the C-suite worth his or her corner office understands that change can’t be stopped. It can, however, be managed. Maintaining a long-term vision while whispers of paper fluctuations, political uncertainties and a dying trade grow into screams requires placing a greater emphasis on customer needs. For some, that means pivoting to new verticals. For others, that may involve implementing an acquisition strategy or tweaking product lines.
No matter the method, the end-result always remains the same, which is what unites the leaders of Print+Promo’s 2019 Top 50 Suppliers list. They don’t pretend to have all the answers, but they do have clear goals in mind for both inside and outside the plant.
To give you some insight into what it takes to be a leader in the print and promo space, we spoke to David Holland, CEO of OneTouchPoint, No. 3 on the list.
What was your company’s biggest accomplishment over the last year?
David Holland: We continue to add talent in all areas of the business, using an extensive succession planning process, as well as voice of the associate diagnostic tools to improve our relationship with our employees. Also, with a renewed focus on key industry verticals, including manufacturing, franchise, retail, health care and financial services, we exited some unprofitable business while adding over $15 million in contractual high-value customer revenue in the segments we serve. Most important of all, we achieved an all-time high net promoter score of 77, which supports our overall tech-enabled services approach.
How is your company positioning itself to continue to stand out in 2020?
DH: We will continue to focus on the vertical markets we serve, helping our customers migrate from off-the-shelf to on-demand and from national campaigns to localized campaigns all while improving overall business process through our U.Connect technology platform. In 2019, we invested over $1.3 million to integrate our platform backend, and, in 2020, we will spend over $2 million expanding our multichannel local marketing capabilities.
How do you maintain a long-term vision and focus for the company in the face of constant change?
DH: Marketing will continue to spearhead our efforts by updating our three-year strategic planning process for continual improvement. We believe continuous improvement in all functions helps even out market fluctuations and eliminates the starts and stops of a poor planning process that can lead, ultimately, to poor execution.
As one of the longest-tenured companies on Print+Promo’s Top 50 Suppliers, what would you say are the attributes that contribute to such a successful run?
DH: [I’d say] the very same things that make us a formidable market competitor: speed, flexibility, vertical market knowledge and being solution- and customer-oriented. These are key differentiators in the industries we serve as we seek an identity beyond print.
What is the biggest challenge that people in this industry are facing, and how does your company tackle that matter?
DH: Paper fluctuations have been challenging in this space, but even more than that, for an industry that at the macro-level seems very challenged, recruiting key talent can be difficult. The reality is, with the right company and the right strategy, there is enormous potential for purpose-built, vertically focused solutions. The work can be incredibly rewarding and can be a career-maker.
Please explain how you and your organization make tough decisions.
DH: We have an aligned vision and strategy that are complemented by a business-planning process and supported by tactical plans and key behaviors. We also have a communication process that delivers not just the “what” we are doing, but “why” we are doing it. In a high-speed, digital world where all things happen fast, we make sure to work with all the managers in the business to take the time to explain the “why.” It is a courtesy not to be forgotten in a fast-paced work environment.
How do you motivate and inspire teams to achieve big goals?
DH: We continually share our vision and results by communicating with the team through quarterly emails, town halls, video boards, newsletters, success stories and customer testimonials. We celebrate our victories and learn from our mistakes, both invaluable to the ongoing business performance.
How do you decompress after a stressful time at work?
DH: I enjoy my family and friends, and don’t take life so seriously. It’s not as serious as your mind makes it out to be.