Looking at each phase of the customer journey - Reach, Respond and Retain - to assess how companies can meet customer expectations.

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SME brands must build consumer loyalty by trading on customer service excellence

Despite typically having more resources available, only a small minority of consumers in Europe feel larger brands care more about consumers than SME businesses. By investing in technology to personalise communications and improve the speed and efficiency of their customer services, SME brands can pull further ahead and distinguish themselves from their larger rivals.

Consumers call for brands to pay attention to individual needs

Brands must balance personalising their communications with regard for consumer privacy. According to the Triple R research, conducted by Censuswide and sponsored by Ricoh, brands need to strike a balance between offering an experience to customers that makes them feel valued while avoiding being too intrusive in their interactions. 

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