#humanelement – An exclusive interview/sharing series where you’ll meet the incredible individuals behind our creative print house.
Effective collaboration is essential for transforming ideas into tangible products in print production. At Allegro, the Client Services team is the vital link between clients and production staff, ensuring clear communication streamlines workflows and meets client expectations. To better understand their role, let us meet the three members of the team!
→ Sarah Quek, Client Services Lead
Sarah had prior exposure to design and print as she pursued a course in Product and Industrial Design at Temasek Polytechnic. This foundation enabled her to visualise the final product effectively, a crucial skill in her current role. Her keen interest in production processes accelerated her learning curve, allowing her to get accustomed to the role faster.
→ Zheng Zhi Ying, Client Services
Zhi Ying studied graphic design at NAFA, gaining some design experience. However, she found that her education did not directly help her current role, as she learned the required software on the job.
→ Lim Kher Wei, Project Executive
His path to Allegro was unconventional, completing his O levels in Malaysia and building his expertise through various jobs rather than formal education. This practical experience equips him with a diverse skill set that he now applies as a Project Executive. Unlike Sarah and Zheng, Kher Wei is more involved with LayerPlay. He assists with site measurements and coordinates client communications regarding artwork and installation details.
→ The role of Client Services
Sarah describes the Client Services team as the keystone that connects clients with production, ensuring smooth collaboration and communication throughout each project. Their responsibilities range from understanding client objectives to guiding print specifications while navigating the practical limitations of print production, handwork, and paper characteristics.
When client files reach the Desktop Publishing(DTP) team, which formats and prepares digital files for print, any issues are communicated back to the clients, often requiring the technical details to be simplified. The Client Services team ensures clear communication between DTP and clients. Once files are approved, they brief the production team on priorities and deadlines. If delays occur, they negotiate extra time or adjust the schedule to ensure timely delivery.
Some clients request a press check, where the team stays on-site with the client and printers to review the print quality before the full production run. They ensure the colours match the proofs. Press checks is a process that can take up to 12 hours, from 9 a.m. to 9 p.m. depending on the extent of the project.
Beyond overseeing the printing process, the team coordinates with finance and logistics to ensure that invoices are issued and products are delivered to the correct person and location. Occasionally, team members even assist the production crew directly, ensuring everything runs smoothly.
“We are not just client-facing; we also make sure everyone is on the same page throughout the project and that we deliver on time,”
Sarah concludes.
→ Common mistakes
One recurring mistake the team faces is the tendency for clients to submit artwork late, often leading to rushed timelines. Sarah pointed out that other basic mistakes include having no 3mm bleed and crop marks are common. Common mistakes include saving files in RGB instead of CMYK and using PNG instead of JPEG.
→ Difficulties and challenges
The main challenge is bridging the communication gap between clients and the production or Desktop Publishing(DTP) team. In our industry, the client services team must have a strong understanding of printing to simplify terms and techniques for clients. Explaining technical jargon in layman's terms can be difficult, especially since many clients assume printing is as simple as pressing 'print,' unaware of the crucial steps involved before production can begin. This lack of understanding can lead to issues like printing rejection, often stemming from these communication barriers.
"In the beginning, the difficulty lies in not being able to understand the print language and printing specifications. It took me quite some time to understand what the Desktop Publishing(DTP) team needs and what production can and cannot do."
Sarah shared.
Fortunately, speaking Mandarin and a little dialect helps them close the communication gap between the different teams, ensuring smoother collaboration. She also emphasised the importance of educating clients on the finer details of paper types, special effects, and the printing process.
These communication challenges have shaped each team member's experience. Kher Wei recalls a particularly challenging wallpaper project involving multiple parties, where inconsistent communication caused the project to go off track and suffer significant delays.
In every case, successful project outcomes centre around clear and constant dialogue. The Client Services team exemplifies this by actively listening to clients and regularly checking in to sync with production. Their dedication to understanding client needs and maintaining open lines of communication enhances project outcomes and fosters long-lasting relationships. As the print industry evolves, the principles demonstrated by the Client Services team will continue to be fundamental to our success and client satisfaction.
This insightful interview was documented and written by Lerraine Chen, Creative Intern at Allegro Print, 2024.
P.S. We will feature the Desktop Publishing (DTP) team in one of the upcoming episodes!
