October '15

For the Business of Apparel Decorating

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Page 76 of 118

An Excellent Experience I t's not enough to be the best or have the lowest prices. Your quality of work will drive your reputation, but even the best apparel decorators have businesses that falter. Having the lowest prices in town might be a great strategy for some, but it's a constant race to the bottom. Working with tons of apparel decorating companies, I've noticed that our most success- ful customers all have something in common: they just feel like a good company. It's some- thing about how they answer the phone, the way they sign off in emails, and how they treat people. They deliver their clients an excellent experience that creates lifelong customers by putting careful thought into every part of their business-to-client interaction. Because of the impact it can have on your company, creating an excellent customer experience is one of the most powerful things you can do for the long term benefit of your business. Marc Vila is the director of business development for Colman and Com- pany, a decorated apparel supply company in Tampa, Florida. He has worked in sales and marketing since 2003 with experience in outsource management, finance, decorated apparel, commercial equipment, and supplies. He entered the apparel business in 2008 in equipment sales for embroi- dery, garment printing, and rhinestones. He currently man- ages the sales team, Internet marketing, email marketing, and general business development at Colman and Company. 72 || P R I N T W E A R O C T O B E R 2 0 1 5 THE POWER OF A POSITIVE CUSTOMER EXPERIENCE B Y M A R C V I L A

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