About Ricoh Ricoh Company Ltd Established in 1936 Leader in document management & image communication. Recognized environmental leader 109,000 people in 390 locations 23 Manufacturing plants worldwide Operations in 200 countries and territories A Global Fortune 500 Company
About Ricoh Canada Ricoh Canada Inc. Subsidiary of Ricoh Americas Corporation 2,100 employees in Canada 1,500 Certified Technicians 450 Sales Representatives 115% Growth Over Last 10 Years Call Centres in Toronto & Edmonton 2006 NQI Canada Award for Excellence
The Challenge To become the market leader To create a Customer Centric Culture in the organization To position service excellence as a competitive advantage To develop a value proposition based on the customer experience
MyCustomer Program (Phase I) Employee led initiative launched in 2004 Half-day mandatory orientation program for all employees Full-day “Customer Safari” Focuses specifically on the Customer Experience Based on the Colin Shaw “Beyond Philosophy” model Customer Experience
The Customer Experience “A Customer Experience is an interaction between anorganization and a Customer. It is a blend of an organization’sphysical performance, the senses stimulated and emotions evoked, each intuitively measured against Customer Expectations across all moments of contact.” “Building Great Customer Experiences (2002), Colin Shaw & John Ivens”
Departmental Value PropositionsWe represent Ricoh to our customers and strive toconsistently deliver the highest possible impression of Ricohand all of its people and partners, by addressing andresolving customer needs in a timely, accurate and positivemanner.We are dedicated to enhancing Ricoh’s perceived value tocustomers by proudly providing a friendly, professional andsatisfying experience, either directly or by coordinatingsupport efforts with other groups within Ricoh and externally.We are entrusted with carrying the voice of the customerwithin Ricoh.We actively support the efforts of all Sales channels byproviding value added services.We focus on fostering teamwork and continuousimprovement in everything we do.To our customers, WE ARE RICOH!
Customer Satisfaction & NPS 2002 Satisfaction Survey program expanded to include NPS Welcome call program launched Call Quality/Call Monitoring program initiated Satisfaction Surveys enclosed in service confirmation e-mails Satisfaction Survey restructured from annual to monthly Customer Issue Log program integrated into voice of thecustomer initiative
1st Results and Lessons Learned Immediate improvement in NPS and Customer Satisfaction Customer feedback indicated a lack of consistency in delivery Call Monitoring revealed a individualized approach by CSR Signs that expectations vary by customer/caller “Customer Knowledge” resides with Sales Representatives “Emotional Signature” lacking to provide deliberate experience
MyCustomer Phase II Celebrate Successes as a Company Integrate Customer Satisfaction and NPSresults into Performance Review Systemand employee Incentive program Drive more accountability down to thebranch level Define the Ricoh “emotional signature” Re-engineer critical moments of contact Share customer intelligence Provide department specific customerexperience training programs and tools
Celebrating Success Recognition at annual kick off President’s blog Consistent message from Senior Management Team Balanced Score Card Ricoh Value Proposition RAVE Employee Recognition “Thank you” events
B2B EmotionsB2B Marketing Speak to a Different Set of Buying Emotions: WhileB2B prospects are generally not moved by common B2Cmotivators, like impulse or status, different individual emotionalmotivators apply. For example, the fear of making the wrongdecision, the level of confidence in the forecasted ROI, the level oftrust established in the seller’s people—all of these are very realemotional motivators in the B2B world.B2B Prospects Conduct More Research: They do this not only forpersonal benefit, but because they also need to “sell” therecommended purchase to others.More People are Involved in the B2B Purchase-Decision Process:Most business purchases have multiple parties in the purchasingorganization influencing the decision-making process.B2B Sales Rely Heavily on Personal Interactions: Unlike sales toconsumers, B2B marketing doesn’t happen through tightlycontrolled, highly crafted communications vehicles like televisioncommercials or other mass media. One-to-one customer relationshipbuilding, through personal interaction, demands sophisticated salesmanagement and an educated, knowledgeable, trained staff whosewords and actions are aligned with corporate brand objectives.
B2B Emotions Avoidance of Negative Emotions Research shows that emotions impact decision making because we take the anticipation of emotions into our decision making. When looking to buy something, we balance the pleasure of the prospective possession with the pain of acquiring it. In B2C marketing, marketers often capitalize on the anticipation of positive emotion by appealing to aspirational feelings such as desire. In contrast, the strongest B2B brands capitalize on the avoidance of negative emotions. This is because there is an asymmetry between the upside and downside of B2B purchases: the buyer does not experience the full benefit of the solution directly and may or not be rewarded for making a good purchase, but a bad purchase can destroy the buyers reputation and damage job security.
The Emotional “Clusters”Negative Emotions Positive EmotionsAvoid making them feel.. Make them feel…• Frustrated • Important• Confused • Empathized• Manipulated • Understood• Angry • Safe and secure• Ignored • Appreciated• Taken advantage of • Respected• Disrespected • Informed• Unimportant • In control• Unappreciated • Happy• Hurried • Pleased• Stressed • Trusted• Disappointed • Cared for
The Emotional Signature We want the customers to feel good about Ricoh after the experience We want the customers to feel good about our people after the experience We want the customers to feel good about themselves after the experience We want customers to expect to feel good before every Ricoh experience
Negative EmotionsResults from…..• Processes and policies (Management)• Attitude of our people (Training & Coaching)• Inappropriate resource levels (Management)• Poor planning (Management)• Poor execution (Training & Coaching)• Partner’s performance (3rd Party)• Act of god (3rd Party)
Positive Emotions Results from….. • Attitude of our people (Training & Coaching) • Demonstrating empathy (Training & Coaching) • Listening (Training & Coaching) • Reinforcing the positive messages (Training & Coaching) • Confirming they made the right choice • Offering options/alternatives/choices
Moment Re-Engineering Opportunity Area Danger Area
Moment Re-Engineering Help Office Desks Users Fast, efficient, Reliable, easy, Value add Available, supported Peace of mind, convenience, Peace of mind, convenience, Security, appreciation, trust, Security, appreciation, trust, Job security, satisfaction, Job security, satisfaction Being informed IT support, minimizing down Business empowerment, office time, added value efficiency, communication support Anyone who services copiers, printers, faxes or Anyone who makes/sells copiers, printers, faxes or document management software document management software