By Tara Lerman, Brendan Menapace and Hannah Rosenberger
Awards program overseen by Joan Chaykin
Ask anyone who has been in the industry long enough, and they’ll tell you things don’t always go according to plan. Lost orders, misprints and other hiccups are an unfortunate reality of dealing in customized products. In those moments, all a distributor or end-buyer wants is for those issues to be resolved quickly and painlessly.
That’s where a great customer service rep (CSR) comes in. If they do their job right, the campaign goes off as planned and the customer isn’t even aware anything has gone wrong. Everybody wins.
These customer service heroes keep the industry’s wheels turning, and set the tone through their attitudes and willingness to brighten someone’s day.
With our annual CSR All-Stars feature, Print & Promo Marketing gets to celebrate these under-recognized industry figures. Read on to learn more about this year’s CSR All-Stars, including where they find inspiration and how they craft their approach to superior customer service.
Stephanie Conejo
Customer Service Representative, Kati Sportcap & Bag (asi/64140)
Stephanie Conejo joined headwear-focused supplier Kati Sportcap & Bag nearly six years ago, transitioning from a background in retail without any experience in promo. Now, she says, she wouldn’t want to be in any other industry – and she’s hoping to only grow upward from here. The resilience and adaptability she’s found in herself as a result of the job have served her well when it comes to managing the day-to-day changes and challenges of the job. “In this industry, things change quickly – orders shift, challenges come up and customers often need quick solutions,” she says. “I’ve found that I do well in those situations and enjoy figuring things out, even when they’re not simple.”
Her Approach to Customer Service
For Conejo, the key to good customer service is being personable enough to create genuine connections. She’s learned just how far clear communication, empathy and a friendly, welcoming face can go to make a customer feel valued enough to keep coming back. “I used to think the job was mainly about processing orders, but the most rewarding part is earning customers’ trust,” Conejo says. “Knowing they can rely on me to help and solve problems is what makes the work meaningful.”
Where She Finds Inspiration
Conejo says she’s consistently inspired by people who show up, work hard and take pride in what they do – which have pushed her to improve her work and bring that same positivity and energy back to her own interactions with colleagues and clients alike. “I find inspiration in the relationships I build every day with my customers and co-workers,” Conejo says. “In my role, every interaction is an opportunity to make someone’s job easier, solve a problem or create a positive experience. Knowing that great customer service can truly impact someone’s day is very motivating for me.” – Hannah Rosenberger
Joy David
Customer Service Representative, MadeToOrder (asi/259540)
Large orders can be make-or-break moments for promo pros. It’s when all involved need to gather their organizational skills and logistical prowess. Joy David thrives in these times.
“Joy consistently goes above and beyond in supporting both our team and our clients,” says her nominator, Stephanie Hinkle, MadeToOrder’s director of marketing and supplier partnerships, “especially when it comes to high-volume orders that require precision, speed and exceptional communication.”
David, a five-year industry veteran, says she was drawn to the industry because it allows her to tap into skills like creativity, relationship-building and marketing strategies all at the same time. And when it comes to these high-pressure situations, David says she slows things down and breaks things into steps to make things seem less daunting.
Where She Finds Inspiration
While David’s plaudits come from her professional life, she also derives fulfillment in her private life.
“I find a lot of inspiration in my family,” she says. “They’re my biggest motivation to do well and keep growing, and they remind me why my work matters.”
It’s what fuels her during the workday, she says – the work-life balance is important to her. “I enjoy spending quality time with my family, whether it’s café hunting or going on brunch dates,” she says. “It’s something I really look forward to and helps me recharge.”
Her Best Advice
David says that a good customer service representative should never rest on their laurels and assume that the way things were done one day will cut it the next day. The job requires constant adaptation.
“Stay curious, be open to learning and invest in relationships,” she says. “Growth comes from both experience and asking questions.” – Brendan Menapace
Angel Lennon
Sales & Order Assistant, Return Me (asi/82261)
For Angel Lenon, empathy isn’t just a positive human attribute – it’s a competitive advantage.
“I approach customer service by putting myself in the customer’s position. I focus on understanding their needs, responding quickly and providing solutions that are simple and effective,” she says. “Trust is built when customers know they can rely on you.”
Lenon, who’s the sales and order assistant at Canadian supplier Return Me, has been in promo for almost three years. She was initially drawn to the industry because she liked the idea of combining something practical with business value and connection.
Lenon says she’s become more confident over the last few years, but that progress didn’t happen overnight. It occurred because she prioritized learning, adapted to change and pushed herself outside of her comfort zone. “I’ve been able to handle different challenges, learn quickly and stay focused under pressure,” she says. “I enjoy problem-solving and working through difficult situations – it’s become something I look forward to rather than avoid.”
Her Approach to Technology
AI has helped Lenon increase efficiency at work. “It helps streamline communication, generate ideas faster and improve turnaround times for customers,” she notes. But Lenon knows AI is just a tool. “It supports my work, but it doesn’t replace it,” she explains. “Building relationships, understanding needs and delivering real value still require a human touch.”
Her Best Piece of Advice
“Stay curious and keep improving. Don’t get too comfortable, but also don’t be too hard on yourself,” she says. “The advice I wish I’d heard sooner is to be patient with the process. Growth takes time, and every experience – even the challenging ones – is building something valuable.” – Tara Lerman
Tommy Lee
Strategic Customer Service Representative, Logomark (asi/67866)
Tommy Lee is no stranger to the industry, having spent the past two decades serving customers at Counselor Top 40 supplier Logomark. He may have assumed when he first started that Logomark was a logo design firm, but he’s become a successful rep that knows the industry inside and out and treats his clients like family. He’s even earned recognition from some of his top distributor partners, including being named a Supplier Representative of the Year for Counselor Top 40 distributor HALO Branded Solutions (asi/356000). And through it all, he’s learned to lean on support from the co-workers and colleagues that always have his back. “I know that my best days are only as good as how hard my peers work behind the scenes,” he adds.
His Approach to Customer Service
Lee has always focused most on providing the best possible customer experience. That starts from the sales process, where the client needs to feel confident investing in a good product, and extends to the post-order environment, where it’s crucial to answer questions with certainty, courtesy and timeliness. His most important tenet, though, is simple: Never say you’ll do something you can’t. “Telling a customer what they want to hear – just because they want to hear it – is not good customer service,” he says. “It’s the exact opposite. No one wants a broken promise or to hear fibs. If you say you’ll do something, just make sure it’s done.”
What His Career Has Taught Him
Lee also notes that, sometimes, the best customer service strategy is time. He knows he’s a smart consumer himself – and that his customers are often even smarter. “Letting your customer know that you need time to regroup and to find the right solution is the best way to build trust during a difficult situation,” he says. “They feel more confident that you’re the right person to speak to.” – HR
Haylee Meaker
Customer Service Representative, YNIS Inc. (asi/365123)
Haylee Meaker’s position can be portrayed as the bridge between sales strategy and physical delivery.
That’s an important role. Without the delivery, all of the sales strategy work is for nothing, and without being involved on the sales strategy side, there’s no delivery to make.
For example, when a shipment is stalled or a warehouse pulls the wrong SKU, Meaker is three steps ahead, securing alternatives and rerouting logistics before the problem ever reaches the sales rep’s desk, says YNIS CEO Josh King.
She’s able to translate client visions into technical specifications and maintains constant communication to ensure everything is aligned. Meaker says her primary goal is to instill trust for the end-user and lead with honesty.
What She’s Learned About Herself
Each day presents a different challenge, and Meaker has learned that she needs to be as malleable as possible in order to handle anything. Not all problems call for a one-size solution, just like each print and promo campaign requires different products and solutions. “I’ve learned to adapt quickly and get better at problem-solving,” she says. “Whether it’s a missing shipment or entering a bunch of orders at once, staying on top of everything under pressure is something I’m surprisingly good at.” King adds, “she’s the very reason our ‘machine’ functions so seamlessly.”
Handling Change
Meaker was on staff with Cedric Spring & Associates when it was acquired by YNIS in 2024. Mergers and acquisitions can be unsettling, and for once it was Meaker faced with the uncertainty that she handles for customers, but she says one of her proudest moments is the way she took it in stride, thanks in large part to her new colleagues at YNIS.
“Learning and working with a new company is scary,” she says, “but YNIS made me feel so welcomed.”
How She Stays Calm
It shouldn’t come as any surprise that time management is a responsibility Meaker takes seriously in her role. She says that when it gets stressful, she tries to slow down and make sure that she stays focused rather than creating unnecessary multitasking or losing time on other projects. “When things get difficult or work gets thrown around,” she says, “I have to remind myself to breathe and direct myself away from the stress so everything can get done smoothly.” – BM
What Her Nominator Says About Her
“Haylee’s ability to stay calm under the pressure has made her an indispensable asset to our leadership team,” says YNIS CEO Josh King. “She possesses the rare ability to balance the technical demands of production management with the interpersonal skills required to keep complex projects moving forward. She’s the silent architect of our production success, and though she never seeks the stage, her importance to YNIS is so profound that we can no longer let her contributions go unsung.”
Megan O’Connell
Customer Service Representative, SRG (asi/84592)
Megan O’Connell came to the industry five years ago, and quickly decided that she loved it. Originally looking for a change of pace in her career, she instantly connected with the people and the nature of the work. Now five years in, she still looks to embrace each day with a glass-half-full mentality.
“I approach customer service with a positive attitude, clear communication and a focus on solutions,” she says. “I listen carefully, stay patient and always try to make sure the customer feels valued and leaves satisfied.”
Where She Finds Inspiration
When things get difficult, O’Connell finds she can lean on her SRG team to stay positive, and in return, SRG and its customers can lean on her. “I take a lot of inspiration from the hardworking team I’m part of,” she says. “I focus on being supportive and delivering great service by learning from those around me and working together to give customers the best experience possible.”
Her Customer Service Tenet
“I take pride in our products and the industry, and I bring that dedication into every customer interaction,” she says. “There’s no order too small to go above and beyond for. I have a strict mandate to turn any negative experience into a positive one – leaving the end-user with a solution and product they can be proud to have.” – BM
Teresa Murray
Office Manager, Impressions Advertising Specialties (asi/230516)
Teresa Murray is a seasoned veteran in the industry, having been a part of the promotional products world for nearly 26 years. Throughout that time, she’s seen innovations like email taking the place of fax and mail, and virtual layouts for providing visuals for customers in the blink of an eye. Aside from the tech side, though, the core of her job remains the same. “My approach to customer service is always to be nice and courteous to my customers, even when they’re being rude,” she says. “Listen to the customer, and help them any way you can.”
What She’s Learned About Herself
Some folks jump from job to job, so staying in one place for a quarter of a century is not only the mark of dedication but also a good environment. “Having been able to work in this industry for almost 26 years is the best career achievement I can think of,” Murray says. “What I’ve learned most about myself over the years is that I can achieve any goal that I set for myself. I guess the most surprising thing about myself that has developed over the years is how much I really enjoy my work.”
How She Remains Calm Under Pressure
There’s the old mantra about controlling what you can control, and Murray certainly sets herself up with all of the tools to manage difficult moments when they come up. “Depending on what’s causing the pressure, I take a little break to walk around the office to gather my thoughts, listen to soothing music or reorganize my desk or the showroom,” she says. “Plus, I’ll eat chocolate.” – BM
Brenda Peralta
Customer Service Specialist, Crystal D (asi/47759)
Brenda Peralta likes to solve problems, and in her free time she enjoys completing difficult puzzles. Her favorite one that she finished was a replica of a painting by Vincent van Gogh. “I love the challenge,” she says.
Perhaps it’s this knack for solving puzzles that makes her such a successful customer service specialist at awards and gifts supplier Crystal D.
“I want my customers to forever feel that they’re the most important people to me, and to Crystal D,” she says. “If there are any issues, there are many ways to resolve them, and I just need to find the perfect solutions to make it right for our customers.”
Peralta got her start in the print and promo industry when she first joined Crystal D over a decade ago. She was looking for a job with stable hours while she was raising her daughter on her own. In the process, she discovered a passion for customer service – and she’s quite good at it. Often, she knows what a customer needs before they even ask for it.
But Peralta is no stranger to receiving recognition for her hard work and dedication to her job. In 2019, she was named Customer Service Rep of the Year by ASI. “I love helping people and to be appreciated for this felt amazing,” she says. “It makes me want to do even better!”
Where She Finds Inspiration
While Peralta takes her job seriously, she also understands the importance of spending time with family and friends. It’s the people most dear to her who inspire her to do her best work. “There’s nothing better than hanging out with family and friends every chance I get,” she says. “Life’s too short to miss out on that.”
Her Best Piece of Advice
“There will always be difficult challenges in life along the way. Keep positive, and more importantly, make sure you surround yourself with amazing people to help and inspire you, not bring you down.” – TL
Maria Schneider
Customer Service Representative, Midnite Snax (asi/71685)
Some people thrive in routine. Maria Schneider, on the other hand, always relishes the chance to do something new. “I was initially drawn to the fast-paced, problem-solving nature of the work and the opportunity to work closely with customers,” she says. “No two days are the same, and there’s always a new challenge or creative solution to find.”
How Accountability Informs Her Work
Trust and healthy communication are established when a customer service professional is honest. That means sometimes delivering bad news, and admitting to mistakes and making them right. “I believe the most important tenets are being proactive, setting realistic expectations and following through on every commitment,” Schneider says. “Customers want to feel heard and confident that their needs are being handled, so I focus on building trust through consistency and transparency.”
How She Uses AI
A 10-year veteran in the industry, Schneider has employed AI to make things simpler so she can focus on important tasks. “Technology, including AI, has helped streamline many aspects of the job, from communication to information gathering,” she says. “It allows me to work more efficiently and focus more time on problem-solving and building relationships with customers. While tools have evolved, the human element of customer service, understanding needs and delivering solutions remains just as important.”
Her Best Advice
Schneider believes that the best quality a customer service professional can have is the ability to take ownership of everything – the good and the bad – and to understand each step of the process so they can help wherever they’re needed.
That, and don’t fall into a routine to the point where you fear change.
“Focus on the details and never underestimate the importance of communication,” she says. “Ask questions, stay organized and don’t be afraid to take ownership of situations. For those who’ve been in the industry longer, I’d say continue to adapt. There’s always something new to learn, and staying open to change keeps you growing.” – BM
Bill Richardson
Account Specialist, SnugZ USA (asi/88060)
Bill Richardson finds that the most rewarding part of his job is forming relationships and cultivating them over time. Throughout his career, he’s worked with brands like Norwood and Sweda, giving him plenty of opportunity to meet new people and work with them.
“To me, it’s very gratifying when you build a relationship over the years,” he says. “You go through some great times and then maybe not-so-good ones, but I think people are defined by how they act under pressure when you have a situation that didn’t come out as you would’ve hoped. And you’ve got to represent your company, but you also have to understand that your customers have a lot on the line, too.”
The Importance of Trust
Understanding that all of these transactions are two-way streets, and that the person on the other side of the call or email is a person, too, means you must establish trust.
“Customers have to have faith in you personally and the company you’re representing,” Richardson says. “If you don’t have that, you don’t have much to start with. If that trust builds up over a period of time, it gets you through the difficult times and you come out on the other end OK.”
His Biggest Piece of Advice
Patience is a necessary attribute in this line of work. Richardson advises customer service professionals not to take on too much at a time, even if they have the best intentions. This includes worrying about taking next steps in your career or taking on new responsibilities in your position.
“Enjoy the ride,” he says. “Go from A to B, then C to D and don’t try to leapfrog ahead of things. You’re going to work in some crazy environments, and you just have to embrace that, and enjoy the experiences you’ve got. I’ve worked at many companies that had different leadership models and looking back, it was a wild ride dealing with that, so I would tell people starting in this business to enjoy your ascent and learn new things and be patient. Don’t get frustrated because you can’t learn it all in one afternoon.”
Learning From the Past
Richardson has experience in some of the most high pressure situations imaginable, too, and brings that calmness and perspective to his career at SnugZ, and tries to pass it on to his peers.
“Many years ago I was a paramedic, where I dealt with life and death situations,” he says. “So when things get difficult, I remind myself that even though what we do is important, nobody is going to die. So I just reign things in, let them know it’s going to be OK. And that’s what I told people when I trained them in the past. When they come in and get frightened about a difficult situation, and they’re like, ‘What do I do? This person is really upset, how do I handle it?’ I say just take a deep breath and put it in the proper perspective. We have to look at the whole big picture. That tends to calm them down in a stressful situation.”
His Proudest Moment
Richardson says that he’s enjoyed passing on his knowledge to the younger generations of peers and industry friends, and watching them grow in their careers. “I’ve gotten a lot of satisfaction and taken pride in how I’ve introduced them to the industry,” he says. “I’ve observed at times that people from a certain generation will say, ‘Oh, they don’t have the same work ethic,’ and that’s just not true. It’s on an individual basis. I’ve been fortunate to work with a lot of great people, and if they have the willingness to learn, and if I can mentor and inspire them to be better, that gives me a lot of pride.” – BM
What Bill’s Nominator Says About Him
“Bill is such a dedicated rep and asset to SnugZ USA,” says Hannah Mackay-Baker, inside sales manager for SnugZ USA. “He’s an industry veteran who loves and serves our customers on the front line. He serves his customers with so much passion and attentiveness. You know you’re in the best hands when you work with Bill. His values align directly with SnugZ USA values. If you know Bill, you know he cares passionately, works like crazy, thinks big and does what’s right every single time.”
