European consumers believe that smaller brands place greater emphasis on the needs of their customers. This was the view expressed by 53% of those who took part in a research project carried out by Censuswide for Ricoh.

Only 21% expressed a similar opinion about large corporations. The level of service matters greatly to customers – as many as 47% admitted that they do not buy from or use the services of companies that fail to meet their expectations in this regard, and 52% will spend less with them.

Talk to me nicely

High standards of service and communication are an opportunity to build a competitive advantage and win customer loyalty. This is especially true given that SMEs dominate in the EU. Managers must also remember that the communication their companies conduct must not be too intrusive, and that they need to ensure high standards of personal data protection. This aspect is very important to those surveyed. 61% believe that brands should clearly inform customers about how they will use their data.

“In times of enormous competition, customers consider many factors before deciding to make a purchase. The way they are treated by a given company is hugely important in this process. By developing and maintaining the quality of customer service, smaller companies can gain loyalty and increase their competitiveness relative to large corporations,” said Javier Diez-Aguirre, Vice President, Corporate Marketing, CSR & Environment at Ricoh Europe.

Always be there when I need you

Customers value brands that communicate with them efficiently and quickly. 47% of respondents admitted that this aspect is crucial in building their loyalty. Another important factor is the personalization of communication – according to 42% of respondents, brands that conduct dialogue with customers in this way inspire greater trust. As a result, the role of modern tools that improve communication and data management is growing. This is particularly important for SMEs, which do not have as large human resources as large corporations. Customers also recognize this potential. Only 27% disagree with the statement that the best brands use modern technologies when engaging in dialogue with customers.

“Data from last year’s report prepared for Ricoh by Coleman Parkes Research show that only 36% of representatives of the SME sector believed they had managed to improve the quality of customer service through the use of modern technologies. However, the appropriate use of innovative tools that enable efficient data management and personalization of the approach to the customer should be key in brand development,” added Diez-Aguirre.

About the study

The study was conducted by the research institute Censuswide on a sample of 3,600 people from 23 countries in Europe and Africa.