Ricoh study shows human connection remains vital in service era

Ricoh has announced a partnership with human connection expert Erica Dhawan and published a study highlighting the continued importance of interpersonal relationships in workplace service delivery across the US and Canada.

The partnership aims to explore the intersection of technology and human connection, with a particular focus on how authentic service experiences foster trust and loyalty among employees and customers. The collaboration will involve expert interviews and social engagement activities throughout October, with Dhawan providing analysis on Ricoh's "People Powered" approach to service excellence.

Study insights

Ricoh's newly released study surveyed employees in both the US and Canada to examine attitudes towards human connection and technology within the context of customer service. The research found that in the US, 85% of respondents said they were more likely to remain loyal to companies that prioritise genuine human service over automation alone. Additionally, 94% indicated that organisations investing in building authentic human connections with both employees and customers would attain a lasting competitive edge.

The US findings also revealed that nearly half of respondents, 47%, believe brands focusing on real, human support will earn the most trust over the next decade. Only 10% think brands primarily reliant on artificial intelligence will be trusted most in that period. However, 35% noted that brands effectively blending artificial intelligence with human support would earn the greatest trust moving forward.

In Canada, 72% of participants stated they would be willing to pay more for service that feels personal rather than transactional, while 61% agree that help from real people is key to building trust. Overall, 77% of Canadian respondents expressed increased loyalty to companies that prioritise person-to-person service ahead of automation, and 94% agreed that businesses investing in authentic human relationships would sustain a competitive advantage.

Human connection in customer service

"Trust is built, not programmed. When organizations combine smart technology with genuine human service, they earn loyalty that lasts. Ricoh's teams show how consistency, empathy, and authentic connection turn customers into long-term partners," said Erica Dhawan.

Dhawan is recognised for her expertise in empathy, trust, and organisational culture. Her involvement is intended to initiate discussions around the importance of human connection in positive customer experiences. Through thought leadership and strategic insight, Dhawan and Ricoh are seeking to reinforce the view that, despite advancements in technology, authenticity and human interaction remain integral to service delivery and brand loyalty.

The partnership aligns with Ricoh's stated aim of delivering service experiences that customers value, focusing on trustworthy and people-centred engagements in environments where digital tools are increasingly prevalent. The company maintains the position that meaningful relationships and understanding between employees and customers underlie every aspect of excellent service provision.

Supporting statements

"At Ricoh, enabling authentic interactions is about empowering our teams to listen deeply, act with empathy, and build relationships that go beyond transactions. By working side by side with our customers and truly understanding their business, we're able to anticipate needs, solve challenges quickly, and deliver personal and meaningful service for every customer," said Carsten Bruhn, President and CEO of Ricoh North America.

The study's results suggest that employees in both countries are open to technology in customer service settings, provided it is integrated with authentic human support. The research indicates a potential path forward for organisations seeking to balance efficiency with personal service by combining artificial intelligence and automation with human warmth and expertise.

Ricoh, through its partnership with Erica Dhawan, intends to continue advocating for a service model that uses digital tools to enhance, rather than replace, person-to-person connections. The company affirms its commitment to listening, empathy, and relationships as essential factors in retaining loyalty and trust from both employees and customers.