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The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth

Oct 5, 2019

Case Study: RICOH Printers (Canada) 

I spend a remarkable amount of time complaining about how organizations get things wrong with Customer Experience. However, not every cause is lost. Some companies get their Customer Experience right, and we can all learn a lot from their journey.

In our global Customer Experience consultancy, we have the honor of working with fantastic organizations that are committed to doing the difficult work of improving their Customer Experience from the inside out. One of these companies is RICOH Canada.

Years ago, they were facing enormous changes in what can only be described as a declining industry. Moreover, there were few differentiations between the product from the top tier firms from a hardware standpoint. As a result, the printer business was heavily commoditized and highly cutthroat.

RICOH Canada decided the only way forward in an aggressive industry with little competitive differentiation was in the Customer Experience. They embarked on a Customer Experience Journey that they are still on today—and with great success. They increased their Net Promoter Score®[i] (NPS) by 34 points over 30 months. Furthermore, in a declining market, they enjoyed a ten percent increase in sales. Since that time, they have climbed another 15 points to an all-time high.

A question I always get in my global Customer Experience consultancy is whether business-to-business customers are subject to the same emotional decisions that we have as consumers. The answer is a resounding yes. One thing RICOH Canada understood early was that by enhancing that emotional connection with their business customers, they not only improved their relationship, but they also improved their customer retention and loyalty. 

This episode of The Intuitive Customer is the story of how RICOH Canada did it. We spoke with the President and CEO of RICOH Canada, Glenn Laverty to hear how and why they did it. Plus, we will hear about the new challenges they face and what they are doing to address them.


The Intuitive Customer podcasts help you take your Customer Experience to the next level by unlocking the “hidden” aspects of your experience and determining what really drives value for your customers. 

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[1] Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.