Who's the Better Judge of Customer Communications?

Delivering a great customer experience is one of the most important drivers of differentiation, competitive advantage — and growth.

A Ricoh commissioned Forrester Consulting study1 found that by a factor of more than 2 to 1 over their bosses customer-facing workers felt constrained by "older systems" that sometimes forced customers to communicate with the company in ways they didn't want to.

Yet by a factor of nearly 3 to 1 managers thought their customer-facing workers communicated well with customers through both old and new channels. 

Why the discrepancy?  According to the global study these support issues fall through the cracks because they do not result in exceptions, lost customers, or delayed orders — indicators that managers usually track.

Yet poor communication is poor customer service. And that you are at risk for losing both customers and the staff who serve them. The research found that customer-facing workers are indeed stuck using systems that consume too much time with less productive tasks, e.g. searching for the right information. Still, there’s hope for improvement.

Right now is the perfect time to objectively re-evaluate your ability to deliver the customer experience your customer has come to expect. Learn how equipping your customer-facing workers with intelligent information solutions helps them provide your customers with the efficient and well-informed experience they deserve. And giving you the differentiated service, that competitive advantage, and helping to grow your business.

Leveraging the Full Value of Customer Service

Empowering your customer service talent to meet the level of service customers’ have come to expect can help you differentiate your business, become more competitive and grow revenue.

But in a Ricoh-commissioned Forrester Consulting study, 89% of customer-facing workers, and 79% of customer service decision-makers, said there’s a gap between the experience they can deliver and the experience the customer wants.1

Why?  Study respondents cited the lack of document systems, processes and support, including inadequate access to information and older communication systems, as the primary reasons for poor customer engagements.

These limitations waste valuable time that could be better spent personalizing the customer experience – a failure that imposes a significant opportunity cost on the business.

More than one-third of individual contributors (36%) surveyed feel that improved support would have the greatest impact on their ability to be more flexible and better serve customers.

According to the study, optimized document and information processes free up employees’ time for more personal, empathetic handling of customer interactions. The employee has more flexibility to address the complex customer challenges,  with the greater potential to exceed customer expectations, creating a more loyal customer and growing the business.

Learn how optimizing your document and information processes can help you better meet the increased service expectations of today’s customers with smarter, more responsive customer service organizations.

1 A Forrester Consulting Thought Leadership Paper commissioned by Ricoh, “The New Workplace Reality: Enterprises Must Capture the Soul and Spirit of the Emerging Worker”, December 2013.