If you are interacting with your customers today using primarily phone and e-mail, from an order entry perspective their cost to switch to another print service provider is essentially zero.
If your key relationship at the customer leaves, there is nothing left behind – their e-mail goes away and their cell phone goes with them
When you implement a web-to-print solution, you embed yourself beyond the primary relationship and you add switching costs. Even if your primary relationship leaves, your web-to-print solution is still a digital connection into this organization that someone inherits.
Don’t make it so easy for your customers to switch, use technology to extend your relationships beyond primary contacts. Web-to-print is both an offensive tool, because its primary benefactor is your customer, but web-to-print also plays defense – establishing digital connections deep into your customers and building up barriers to switching.