For org-ref, there isn't much magic on what happens on export. LaTeX is certainly the most well supported, and it seems like org -> latex -> pandoc is the only way that makes sense to get to docx to me. Using pandoc on org files directly is probably hopeless unless you can get pandoc to include some definitions for the org-ref links.
Some of the link types in org-ref have some exports defined for org, html, latex, sometimes ascii. If one of these works well with pandoc we could try to make them output something useful for them, or at least make sure that org->org export turns them into something useful. Getting figure/table numbers has always been tricky; I don't think this worked well with pandoc, and handling it on the org side requires some preprocessing to add numbers. For now, the ox-word exporter in scimax comes closest, but it isn't a feature I use a lot, so it hasn't been improved in a while.
John
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Professor John Kitchin
Doherty Hall A207F
Department of Chemical Engineering
Carnegie Mellon University
Pittsburgh, PA 15213
412-268-7803