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CRN Interview: Ricoh's 5 Big Bets For The Future
Reach the customer where they are.
Tokunaga: Lastly, we've already begun our journey, but a new way of touching customers in the world of digitization has been tremendously open. Myself included, I need to get better at it. I need to get much better at it. We still have quite a bit of work to do for Ricoh branding, so in spite of what we talked about, we're still well known as a printing company. So those are the areas I would like to focus on.
Laverty: When customers are searching for products, about 60 to 70 percent of the work is done by the customer by searching online, checking out references. Then they're essentially clicking on a button that says 'I'd like to know more.' What we do is nurture that lead and expand on the conversation. Once we're there we turn it over to our dealer partner in that particular area and they'll follow it through to its finish. It's sort of a SEO SEM approaches to marketing and allowing customers to find us and access us and then expand on their interests.