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Report:Imagistics and Lanier Rank Highest in a Tie
Copier Manufacturers with Controlled Distribution Channels Receive Higher Customer Satisfaction Scores on Average
Imagistics and Lanier rank highest in a tie in copier/multifunction product satisfaction, according to the J.D. Power and Associates 2003 Copier Customer Satisfaction StudySM released Monday.
The study Measures the satisfaction of business customers with copier/multifunction products based on three measures that define the customer experience: product, sales and service. Product (46%) has the highest weight in the index, followed by sales (38%) and service (16%).
Imagistics (a spin-off of Pitney Bowes) receives top scores in the study in both product and service, while Lanier receives top scores in sales. Imagistics and Lanier are followed in the overall satisfaction rankings by Kyocera Mita, Xerox and Toshiba, respectively.
“The tremendous amount of technological advancements with copier products over the past few years have now been adopted by nearly all copier manufacturers, making advanced product features less of a differentiator between brands,” said Ron Conlin, partner at J.D. Power and Associates. “The sales and service experiences are increasingly important to customer satisfaction and loyalty.”
The study finds that satisfaction scores are higher on average for brands that utilize a controlled distribution channel rather than those brands distributed by independent, multi-brand providers. Brands with controlled distribution channels receive high ratings from owners particularly in the areas of product and the sales process. Three of the top four ranked brands-Imagistics, Lanier and Xerox-all primarily use a direct sales model.
“A direct or controlled sales channel can have tremendous advantages in terms of creating positive perceptions of the brand,” said Conlin. “In addition to manufacturers being able to control the price, promotion and presentation of their products through dedicated dealers, they are able to create a more direct relationship with customers and provide more satisfying service experiences. This promotes loyalty toward a brand rather than toward the dealer.”
The 2003 Copier Customer Satisfaction Study is based on responses from nearly 3,000 decision-makers at small, medium and large businesses from a variety of industries surveyed in the first 18 months of copier ownership
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