Customer Retention Activities Using IoT Data:

The Case of “@Remote” by Ricoh

Abstract

In recent years, many companies have used data-based marketing to understand customer insight. In this article, we focused on Ricoh, which uses customers’ data to conduct efficient customer retention. We revealed that Ricoh has been carrying out efficient customer maintenance activities using a data collection system called “@Remote” related to the use of MFPs (Multifunction peripherals). In addition, through interview surveys, we confirmed that the knowledge of sales representatives was aggregated and utilized together with the data. This aggregation contributes to the success of customer retention activities. This article indicates the importance of the role of sales representatives that serve as a bridge between data and customers when companies conduct data-based marketing.