PayPal, Yamaha Motor and Amazon deemed customer relationship leaders by consumers in Ricoh ‘Triple R’ research
Consumers challenge brands to be more personal, efficient and responsive in their comms
Dublin, 24 May 2017 – 70% of European consumers say the best brands are those who treat them as individuals, according to new research commissioned by technology specialist Ricoh. The finding highlights the demand for personalised services, and for businesses to ensure they have the digital solutions to meet and exceed evolving customer requirements. The survey of 3,600 consumers was conducted by Censuswide across Europe and included more than 250 Irish respondents.
Ricoh Europe has devised a ‘Triple R’ rating where consumers rank how brands build quality relationships with them before (Reach), during (Respond) and after (Retain) purchase.
Out of consumer-facing brands operating across Europe , those deemed excellent in each of the three areas are:
||11. Walt Disney
|2. Yamaha Motor
||12. BMW Group
||14. Marks & Spencer
|5. Samsung Electronics
|7. Alphabet (Google)
The research also reveals that 57% would spend more with brands that make them feel valued, further emphasising the need for businesses to communicate in a more bespoke way.
Chas Moloney, Director at Ricoh UK said: “Triple R brands are leading the market thanks to the personalised and hands-on experience they are offering their customers. For brands to deliver the tailored service that consumers are actively seeking, both choosing the right technology and incorporating the most suitable internal processes comprise the foundations of a successful approach. If consumers feel valued, their natural inclination is to spend more and this is exemplified by our results. Given that 57% of consumers are that way inclined, this once again strengthens the notion that those customer-centric businesses capable of establishing an intimate connection with their customers are on to a winner.”
Consumers want brands to reassess where in the customer journey they place the closest attention to their needs. 50% believe brands care most about their customers prior to a purchase. 59% believe brands tend to only care about their money and not the level of customer service provided. And 70% would prefer brands to focus more on their needs during and after the purchase.
Moloney continued: “Today, those brands that can create a seamless online presence in tandem with a physical one go one-step further to delivering an all-encompassing 360-degree consumer-service. By automating time-consuming and menial processes, this enables staff to focus their efforts on tasks that stimulate greater consumer satisfaction. When combining the right technology with smooth digital processes this can aid brands in the ongoing challenge to fulfill the needs and desires of their target market.”
Find out more at ricoh.co.uk/thoughtleadership
NOTE TO EDITORS:
A survey of 3,600 consumers across 23 countries in Europe and South Africa was conducted by Censuswide and sponsored by Ricoh. The study used quantitative and qualitative techniques to provide insight into how consumers want brands to interact with them at each stage of the customer journey. Ricoh has given ‘Triple R status’ to those brands European consumers see as going above and beyond at each stage.
- Reach – according to consumers, they most value access to third party reviews and receiving recommendations for products when needed
- Respond – when consumers care most about price and value for money, transparency around costs, terms and conditions, and a quick and easy buying process from start to finish
- Retain – according to consumers, they most value easy-to-use loyalty programmes, incentives to buy again, and quick response to queries