Customer Acquisition and RetentionAttracting and retaining customers has always been important. In today’s new world of work, it is more crucial—and competitive—than ever. Customers accept nothing less than immediate service, handled in context and in the moment. Whether that means providing easy and unhindered access to information or direct contact with humans using smarter, more responsive systems, companies have a difficult challenge to overcome.

“The vast majority of CEOs (91 percent) plan to change their customer growth and retention strategies and channels to market. But fewer have embarked on these changes (34 percent underway or completed). And only about a third think the marketing, sales and customer service functions charged with carrying out these tasks are fit for purpose.”1

In other words, most companies see where they want to go, but don’t know how to get there. How do you provide faster access to high-value information? What are the tools and strategies that personalize and deliver that information fluidly and dynamically, in the right form and at the right time? How can you empower customer-facing employees to better carry out your strategies for growth? These are the questions two-thirds of today’s CEO’s don’t have the answers to.

But Ricoh can help you find these answers.

Connect More Intimately with Customers

connect with customers imageCustomers are increasingly self-directed and sophisticated when it comes to seeking and acquiring information about the products or services they’re interested in. They expect to find relevant information online, wherever they are, whenever they want.

For the most part, senior managers are aware of this: four-fifths of CIOs aim to digitize their front offices within the next few years to sync with customers more effectively. Mobile devices like smartphones and tablets will play a key role in accomplishing that: a full 84 percent of CIOs include new, mobile means of interacting with customers in their top five plans for enhancing their organizations’ competitiveness in the next few years.2

increasing touchpoints image

Increasing touchpoints with potential customers through mobile and social apps, online chat and email is key, but a successful multichannel strategy for customer acquisition doesn’t stop there. Companies need to seize the opportunities to reach people beyond their phones—via face-to-face personalized attention in branch offices (whether in person or through telepresence), targeted digital signage in public venues and compelling print campaigns.

Once you have your customers’ attention, your employees need the tools to directly connect with them —through online apps, business applications specific to their functional area or enterprise systems like ECM. And they need to use them on the platform that works best for customers: do your solutions work on tablets? Can employees use them during telepresence interactions? Can they be on-boarded remotely from employee desktops? For the kind of information mobility customers require today, your answer needs to be yes.

Increase Loyalty and Customer Account Value

increase loyalty imageAccording to a recent global Forrester study3 sponsored by Ricoh, most decision makers (79 percent) and individual contributors (89 percent) admit that there’s a gap between the experience they can deliver and the experience the customer wants. And when you’re certain of a gap like that, you can’t be certain your customers won’t seek a better experience with someone else.

Streamlined processes and optimized information workflows are essential to delivering the kind of exceptional service that helps retain customers and increase account value over time.  And not only does high-quality, personalized service dissuade customers from moving to competitors, but it turns those customers into brand advocates. It goes without saying that word of mouth is powerful marketing, and with today’s socially networked customers, a good word about your company is amplified exponentially.

One way to increase the good words said about your company is to do something most customers won’t even notice: making information mobile and sharable between departments. In a recent European survey, 62 percent of business leaders admitted that siloed information within different areas of their companies is hindering the sharing of information.4 Why does this matter? Because customers don’t see a company of diverse departments with their own unique information systems. They see a single company, and they expect singular, informed service from everyone they deal with, whatever the department. The only way for you to meet that expectation is for every department to have anytime, anywhere access to the information they need for each customer. Information must be distributed efficiently and intelligently throughout your workforce, and employees must be equipped with the latest applications and tools to manage that information. Your customer sees a single company, so your departments need to act like one.

The Bottom Line

From product marketing to PR to call centers to the social media team, everybody in your business needs to be on the same page. They need access to key information so they can work together and respond to potential and existing customers with speed and self-assurance. Improving your company’s customer-facing processes not only boosts revenue and sales, but it ensures that no matter where you engage a customer in the sales cycle—pre-sale, onboarding or ongoing—they’ll receive the same quality experience.

 

1 PwC 17th Annual Global CEO Survey (2014)

2 IBM 2013 Global C-suite Study

3 “The New Workplace Reality: Enterprises Must Capture The Soul And Spirit Of The Emerging Worker” - A Forrester Consulting Thought Leadership Paper Commissioned By Ricoh, December 2013

4 “The Rise of the iWorker by 2018,” conducted by Coleman Parkes research, sponsored by Ricoh.

Fast access to high-value information—along with the time and tools to personalize and deliver it—helps your business attract and acquire new customers while continuing to deepen your relationship with existing customers. 

Improve Communication Touchpoints

To reach today’s always on, self-educated prospects, no matter where they are in the buying process, you need a multi-channel communication strategy you can manage at all times. Whether your touchpoints are digital, face-to-face or printed, Ricoh’s solutions manage the medium so you can focus your time and talent on the quality of the message. Outsourcing your communication tasks to Ricoh to better manage your information will help ensure that each customer touchpoint is delivering maximum value for your business. 

Enhance Customer Relationships and Interactions

The business of establishing and growing relationships with customers should be the focus of everyone across the enterprise, not just direct customer-facing roles. With the right applications supporting the right processes, your employees can have anytime, anywhere access to key information that enhances their ability to reach out and respond to customers with speed and confidence. At the same time, the burden for supporting these capabilities falls on us, while your IT can focus on their core competencies. 

How important are customers to this strategic work? Very: 75 percent of CIOs list customer acquisition and retention among today’s most critical business management issues, and 74 percent include addressing the rising expectations of customers. But while customer focus is a priority, nearly half of CIOs (47 percent) find it hard to get their IT staff to be more business-oriented and customer-facing.2 What do you do about this?

When you partner Ricoh, we’ll do the work of finding, fine-tuning and implementing the best applications for engaging your customers. Our solutions will help fulfill your objective of making IT more effective in customer-facing initiatives.

Maximize Customer Satisfaction

In two-thirds of the organizations that outperform their peers, leaders do more than manage customer experiences. They reorient their organizations, strategies and investments to cultivate contemporary relationships across all manner of customer interactions.What brings in new customers is the same thing that keeps customers on board: the delivery of excellent service. All your employees, whether customer facing or in the back office, can deliver that service if they have the right information in the right format—as well as the time to personalize the customer experience. The more time-consuming manual tasks that Ricoh takes on (either through outsourcing or automation), the better your employees can provide the experiences that make customers loyal for life.

 

1 CIO Magazine 2014 State of the CIO Survey

2 CIO Magazine 2014 State of the CIO Survey 

3 IBM 2013 Global C-suite Study

Ricoh Services gives you new ways of attracting and engaging customers— and gives your employees the ability to personalize and deepen the customer relationships that are essential to growing your business by providing them access to the right information at the right time, in the right form.

Production Printing Services: Improve Communication Touchpoints

Personalized communication with customers is key, and to pull it off requires bringing in information from multiple customer touchpoints in a manner that can be quickly understood. You need to reach customers wherever they are and you need to update and tailor your message at any time. Ricoh’s Production Printing Services can put the pieces together for you. 

Designed in collaboration with top industry experts and supported by best-in-class solutions, our Production Printing Services are a comprehensive portfolio of integrated services for in-house corporate or commercial printing. One example is Precision Marketing Services, which improves the way you use customer data for customer profiling, targeting and, ultimately, better customer response rates. With this service, our customers can create relevant, personalized communications that boost response, build brand value and deliver measurable ROI.

Application Services: Enhance Customer Relationships and Interactions

Your customers expect fast service, handled in context and in the moment. Ricoh Application Services enable your workforce to exceed these expectations. Our customized solutions deliver business applications, innovative technologies and workflow processes fitted to your needs and designed to optimize the management of your information. We also involve the department managers who are involved in driving application decisions—in the process, ensuring flow and harmony between IT and each area of your company.

 

Business Process Services: Maximize Customer Satisfaction

Every Ricoh Business Process Service begins by helping you evaluate the way information flows, from start to finish, within your current business processes. Then, we design, implement and manage a solution consisting of the right combination of people, processes and technology for your specific needs. 

Ricoh Business Process Services are designed to improve collaboration and communications between everyone involved in delivering value to customers. We find ways to free front-line sales and service staff from routine information management tasks, which makes them more available and able to deliver exceptional customer service. We empower employees across departments (Legal, Accounting, Mailroom, etc.) to collaborate better, which again frees up energy and attention they can devote to customers. Optimized processes can also enhance your collaboration with partners and vendors that help you deliver timely, high-quality products and services to your customers.