Hatteras Broadens (CONT’D FROM PAGE 28)
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driven. The word automation gets thrown around a little too much because what we do is so different. You walk through the shop every day and you see a different mix of jobs. How can we automate the front end and the custom- er experience? How can we put information at our client’s fingertips and rival those on-line experiences that they’ve become used to? I think there is going to be just as much human interaction as we’ve always had but it’s going to need to be complemented by a strong technology com- ponent, whether it’s online proofing tools or real time up- dates on jobs as they’re going through the shop.” Perhaps even more important, technology will provide additional differentiation. “Everybody is going to print well and make great quality products, especially if they are re- investing and have top of the line equipment,” he contin- ues. “It’s how you differentiate through service, and that’s a combination of people and technology. Not that one is going to eliminate the other. They’re going to complement each other and will be part of the experience of the cus- tomer.” Commenting on his vision for the next five years, he says, “I’m really having a hard time answering that ques- tion right now. I know where I’d like to go but I think I need to get through 2021 and let the dust settle. I’m optimistic about the future. I’m just not sure when we’re going to turn the corner and feel that momentum going forward.”
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Len Prazych at 518-366-9017 lprazych@nvpublications.com
30 September 6, 2021
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