Almost a 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 is the key finding 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 on 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 companies.
For example, nearly one-fifth of respondents (22%) said their employer had suffered lost revenue during the pandemic as a direct result of a poor customer experience. Even the best efforts of workforces accepting longer working hours than at the beginning of the pandemic could not prevent a decline in customer satisfaction.
Furthermore, almost a third of respondents (31%) said they did not have enough time for the tasks that bring the most value to the company. At the same time, the proportion of workers who feel pressure to always be available and online outside of office hours has increased by 38 per cent since April 2020. With the introduction of new digital platforms, companies have tried to reduce workloads. 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.
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 the customers and thus lead to a positive customer experience. Similarly, almost half (48%) of respondents say that administration-intensive workdays inhibit their productivity.
"In a saturated, competitive market, the customer experience can literally make the difference between a company's success or failure. Internal processes 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 .
According to the respondents, automation can help them optimise the customer experience and achieve better results for their business. One in two (49%) said that customer value could be enhanced if the automation of administrative tasks was supported by appropriate tools. In addition, 58 per cent of survey respondents believe that new technologies that promote and enhance 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 critical role to play in this," explains David Mills. The exciting thing about the current survey results is that employees are increasingly open to automation. "This result is in stark contrast to the attitudes of recent years, when fear and scepticism 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 business in question and support the workforce where they need it most."