www.beyondphilosophy.com @ColinShaw_CX #RicohCaseStudy

How we moved our Net promoter score by 34 points in 30 months

Glenn Laverty President & CEO Ricoh Canada

Colin Shaw Founder & CEO Beyond Philosophy

www.beyondphilosophy.com

We focus on the emotional side of customer experience

Introduction to Beyond Philosophy

2

We work globally with offices in London and North America;

with partners in Africa & Asia.

Customer Experience is all we do!

Customer Experience is all we do.. Since 2002!

Thought leadership is our differentiator

Evidence based consulting & training

Beyond Philosophy © All rights reserved. 2001-2015

www.beyondphilosophy.com

Some organizations we have worked with…

3 Beyond Philosophy © All rights reserved. 2001-2015

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Ricoh Canada Our Customer

Experience Journey

Glenn Laverty President & CEO

July 2015

Our Customer Experience Statement

Ricoh Canada will be recognized as an industry leader and trusted brand, in the digital evolution of the workplace through highly engaged employees that provide an exceptional Customer Experience

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Our Challenge

In 2003 we were too internally focused. Our culture was not focused on the customer any more than any of our competitors.

It was a not a market differentiator.

The Opportunity Create a culture of putting the customer first in

everything that we do and make it everyone’s job to deliver an Exceptional Customer Experience.

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Beginning Our Customer Experience Journey

ü Become the market leader ü Create a Customer centric culture in the

organization ü Position service excellence as a competitive

advantage ü Develop of value proposition based on the

Customer Experience

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§  Cross-functional team of 16 employees identified as future leaders within the company

§  Designed a new customer centric program for the organization

§  Built confidence throughout every function, department and Branch - our employees knew more about serving the customer than they gave themselves credit

§  Began analyzing our business data in a different way §  Looking at every decision we made as an organization

through the filter of how it would impact our customer

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MyCustomer Touchpoints

Great Customer Experiences are created by consistently exceeding Customers physical & emotional expectations. Some of the identified key touchpoints Ricoh Canada has mapped include: 1.  Sales 2.  Technical Service 3.  Dispatch 4.  Accounts Receivable 5.  Telemarketing 6.  Customer Satisfaction Team 7.  Meter Read Team

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Customer Touchpoints

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Every Ricoh employee plays a part in providing an excellent customer experience

Department Value Propositions

§  Everyone was and is responsible for putting and keeping the customer first in all interactions

§  Presenting the concept at new hire or management orientations

§  Communicating it in Quarterly Reports and company bogs, monthly messages

§  Emphasized that everyone was a touch point for the customer and made a impact whether direct or in direct

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Metrics

§  2006 began measuring Net Promoter Score as an expanded part of our Satisfaction Survey

§  Launched a "Welcome Call" program §  Initiated Call Quality/Call Monitoring

program §  Added Survey on Technical §  Integrated a Customer Issue Log

program that assigned an owner with closed loop response

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Exceptional Support

§  Success because of the support of senior management from the very beginning

§  Strategy in place to eliminate silos §  Constant emphasis on every member of the Ricoh

Canada team is part of the Customer Experience §  Tied performance of our Customer Experience to the

incentives of the entire organization §  Specific measures instilled to reward local and

organizational performance

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F.A.C.E.

§  Field Activated Customer Experience initiative §  Three part system incorporates:

- Ricoh Customer Culture - Operationalization efforts of the team - Education & Training programs to support the efforts

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RCI Quarterly NPS Results

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25.0%

36.3% 42.7%

28.8%

50.6%

46.9%

43.1% 48.0% 53.2% 57.9%

59.0%

58.7%

56.5%

56.4% 63.3%

57.4%

57.9%

56.5%

46.5%

60.9%

54.3%

58.8%

54.3%

53.9%

51.9%

56.1%

54.4%

55.3%

56.6% 62.2%

60.3%

59.0% 64.0%

67.8%

65.5%

69.1%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Q2-06

Q3-06

Q4-06

Q1-07

Q2-07

Q3-07

Q4-07

Q1-08

Q2-08

Q3-08

Q4-08

Q1-09

Q2-09

Q3-09

Q4-09

Q1-10

Q2-10

Q3-10

Q4-10

Q1-11

Q2-11

Q3-11

Q4-11

Q1-12

Q2-12

Q3-12

Q4-12

Q1-13

Q2-13

Q3-13

Q4-13

Q1-14

Q2-14

Q3-14

Q4-14

Q1-15

NPS

NET PROMOTER SCORE - 2006-2014

Q26-TOTAL ANSWERED 1856 AVERAGE SCORE 9.001's 2's 3's 4's 5's 6's 7's 8's 9's 10's TOTAL38 14 8 8 33 27 77 241 307 1103 1856

2.05% 0.75% 0.43% 0.43% 1.78% 1.45% 4.15% 12.98% 16.54% 59.43% 100.00%

NET PROMOTER SCORE 69.07%

6.90% 17.13% 75.97%

Quarterly NPS Results

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12.5

%

17.7

%

13.7

% 21.8

%

11.5

%

12.8

%

13.2

%

12.3

%

11.6

%

7.2% 8.3%

7.7% 9.6%

10.1

%

5.5% 10

.1%

10.6

%

10.7

%

15.5

%

9.4% 12

.2%

9.0% 11

.5%

10.3

%

12.5

%

10.6

%

11.5

%

12.0

%

9.7%

9.3% 10

.7%

9.8%

8.6%

7.5% 8.1%

6.9%

37.5

%

54.0

%

56.5

%

50.7

%

62.2

%

59.6

%

56.3

%

60.3

%

64.8

%

65.1

%

67.4

%

66.4

%

66.1

%

66.5

%

68.8

%

67.5

%

68.5

%

67.2

%

62.0

% 69.9

%

66.4

%

67.7

%

65.8

%

64.2

%

64.3

%

66.7

%

65.9

%

67.3

%

66.4

%

71.5

%

70.9

%

68.7

%

72.6

%

75.3

%

73.6

%

76.0

%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Q2-06

Q3-06

Q4-06

Q1-07

Q2-07

Q3-07

Q4-07

Q1-08

Q2-08

Q3-08

Q4-08

Q1-09

Q2-09

Q3-09

Q4-09

Q1-10

Q2-10

Q3-10

Q4-10

Q1-11

Q2-11

Q3-11

Q4-11

Q1-12

Q2-12

Q3-12

Q4-12

Q1-13

Q2-13

Q3-13

Q4-13

Q1-14

Q2-14

Q3-14

Q4-14

Q1-15

% o

f PR

OM

OTE

RS/

DET

RAC

TOR

S

PROMOTERS/DETRACTORS - 2006-2014

DETRACTORS PROMOTERS

Questions…

18 Beyond Philosophy © All rights reserved. 2001-2013

Beyond Philosophy © All rights reserved. 2001-2015

BeyondPhilosophy.com

@ColinShaw_CX

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50%

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