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Don't overlook these two small blips in your business

As a business owner, you want your processes and systems to run smoothly. If something isn't going as planned, and your smooth flow is halted, you know the importance of investigating to find (and fix) the cause.
The benefits of immediately investigating big setbacks is clear – like missing money or excessive product returns. Missing money affects your bottom line; if the leak isn’t sealed, it will keep draining your capital. Excessive product returns suggest a design flaw, a safety issue, or dissatisfied customers. These issues are important to address. Small setbacks, however, do equal damage when unresolved.

If you experience the following blips in your business, finding the source will restore integrity and trust with your customers and your team.

1. Flawed or blemished product packaging

Every interaction with a customer contributes to their level of satisfaction. It’s easy to see how this applies to support calls, emails, and the delivery of the actual product. You may be surprised to learn that the unboxing process, as well as the product packaging itself, plays a huge role in customer satisfaction.

Your product packaging, especially the label, represents your brand. Your product might be the best in the industry, but if it arrives with a soggy, peeling, or wrinkled label, that product will lose its appeal.

“Great packaging is especially significant for growing startups because it can have a direct impact on sales and a company's overall appeal,” says Joshua Conran from “Take Trunk Club, for example. This company hand-selects clothing for men and sends its stylist-curated outfits in cardboard "trunks" that fit the convenience and style of its service. After five years in business, Trunk Club garnered Nordstrom's attention, and the high-end department store bought the startup for $350m.”

You won’t see any peeling labels on these beautiful, high-end products.

Labels are part of your packaging

Your product labels speak for you in an interaction with the customer in your physical absence. Since it’s not a live interaction, there’s no room for error. If you want to make a worthy impression, your labels need to be pristine.

A fluctuation in temperature is the main reason labels start to peel, curl, pucker, wrinkle, and fail to adhere to a surface. It’s not just the temperature of the label that matters, but also the temperature of the room as well as the surface you’re applying the label to.

United Ad Label explains the importance of controlling the environment in which you apply your labels:

“Labels using a general purpose adhesive should be applied in an environment that is 40 degrees or warmer. If not, the label won’t adhere properly,” they say. “If your labels are stored at the right temperature but you are applying them to a surface that isn’t, the label likely won’t adhere.”

Humidity is equally important to monitor and control whenever possible. Ideal levels are between 35% and 65%, so if you’re storing your labels in a storage unit – without control over the climate – consider bringing them back to the office.

Are your labels deteriorating?

Take a look at the condition of your labels if you’ve got them stored in your office. Also, talk to your shipping and receiving personnel and ask if they’ve seen any damaged labels coming or going. Unfortunately, you may not be aware if your labels are peeling during shipment. If that’s the case, it could be the reason for a decline in returning customers.

2. A wireless printer that employees can’t connect to

You’ve been through the routine. The wireless printer won’t work, so you grab your laptop and a USB cable and head across the office. You remember where the USB port is on the large, awkward printer, but you still have to lift it up, hoping it doesn’t slip out of your hands while you connect it. Sometimes it’s a configuration issue, but when your entire team has the same problem, it’s time to investigate.

When your wireless printer isn’t functioning, the scenario described above is experienced by all of your employees’ day in and day out. You’ll be their hero by doing whatever it takes to fix it. Remember, they want to do a great job; access to a wireless printer is one of their biggest supports.

Setbacks like these are tiny thorns under your skin that create constant irritation. To prevent them from snowballing, take care of them as quickly as you would any other issue. Any issue that causes distress to your employees or your customers should be given top priority.

27 Nov 2017 13:49


About Boris Dzhingarov

Boris Dzhingarov graduated UNWE with a major in marketing. He is the CEO of ESBO ltd brand mentioning agency. He writes for several online sites such as,,, Boris is the founder of and