Increased workload affects customer experience
A study by Ricoh has examined the consequences of workload in European companies: Almost one-third of workers in large companies do not have enough time for value-creating activities due to administrative tasks and internal coordination.
The economic performance of European companies is in danger of declining. This finding is the central result of a new study published today by Ricoh Europe. The survey of a total of 952 employees in European companies with more than 1,000 employees about their current situation revealed that the workforce lacks the time to focus on tasks that pay off in high customer satisfaction. The study thus reveals a tense situation, both for the workforce and for the future viability of the companies.
Excessive workload leads to cutbacks in customer service
For example, nearly one-fifth of respondents (22%) said their employer had suffered lost sales during the pandemic as a direct result of a poor customer experience. Even the greatest efforts by workforces to accept longer working hours than at the start of the pandemic could not prevent a decline in customer satisfaction.
Furthermore, nearly one-third of respondents (31 %) said they do not have enough time to do the tasks that bring the most value to the company. At the same time, the percentage of workers who feel pressure to always be available and online outside of office hours has increased by 38 percent since April 2020. Companies have tried to reduce workloads by introducing new digital platforms. However, these efforts have not always had the desired effect: two out of five respondents (39 %) report that their workload has actually increased as a result of the newly introduced tools.
Too many administrative tasks
Looking at an average working day of the survey participants shows that they spend one third (32 %) of their working time on administrative activities and internal correspondence. In contrast, the workforce has only half as much time (16 %) for their actual tasks, which are focused on customers and thus lead to a positive customer experience. Similarly, nearly half (48 %) of respondents say that administration-intensive workdays inhibit their productivity.
"In a saturated, competitive marketplace, the customer experience can literally make the difference between a company's success and failure. Internal operations and administrative tasks are important, but companies must not forget their real business: Providing the market with a product or service," explains David Mills, CEO of Ricoh Europe.
Automation of administrative tasks reduces workload
According to the respondents, automation could help them optimize the customer experience and achieve better results for their company. One in two (49 %) say customer value could be strengthened if automation of administrative tasks were supported by appropriate tools. In addition, 58 percent of survey respondents believe that new technologies that promote and improve customer interactions could contribute to their company's productivity and profitability.
"Employers need to enable their teams to work smarter so they can focus on their core competencies. Assistive and innovative technologies have a crucial role to play in this," explains David Mills. The exciting thing about the current survey results, he says, is that employees are increasingly open to automation. "This result is in stark contrast to the attitude of recent years, when fear and skepticism about artificial intelligence and automation were prevalent," David Mills reminds us, adding, "It is, of course, essential to approach the investment in an automation solution strategically and to seek extensive and professional advice. Any investment should be tailored to the needs of the specific business and support the workforce where they need it most."
Source: Ricoh
