This paper analyses the importance for printing firms to provide print and related services to support their customers relationship marketing (RM) strategies. The results show that offering variable data printing (VDP) services is important, and many respondents believe that customers are less price sensitive when buying customised printed matters. By working close to end customers and helping them fulfil their need for print in RM it is possible to increase the relationship between printing firms and their customers. Due to the low competence regarding VDP services, within the printing industry, the results suggest that even if the demand of VDP services increases, it will be hard for printing firms to benefit from the added value that customers receive.