Focus on the relationship
The idea is to have four FSB meetings a year. During the one- or two-day meetings, we will discuss subjects that affect the customer journey. So we don't talk about our products or prices. We really zoom in on the experience that customers have and, in particular, how they want to be approached. Do they see added value in our online community, for example? How do they prefer to have contact with Lely and when? We can use that information to offer customers an optimal service and to ultimately turn them into loyal Lely fans.
Farmer sounding board
A broad team of farmers will take part in the farmer sounding board (FSB). 'We are looking for diversity and a reflection of our customer database,' says Sanne Vrijland, International Distribution Channel Development. 'We are looking for a good mix of farmers, some with 60 cows, but also farmers with 240 cows, as well as farmers who are way ahead and those who are traditional and more conservative. For the pilot project in NCEE, we want to include two or three farmers per cluster in the team, bringing the total up to about 10 farmers.'
To improve the customer experience and anticipate the needs of the future farm(er) even better, we are developing various initiatives. And we would like to test these initiatives in the market before rolling them out, so we know for sure they will succeed. That’s why we are setting up a ‘Farmer sounding board’ and starting a pilot in the NCEE region.
How farmers can help improve our effectiveness
FUTURE FARM
Focus on the relationship
The idea is to have four FSB meetings a year. During the one- or two-day meetings, we will discuss subjects that affect the customer journey. So we don't talk about our products or prices. We really zoom in on the experience that customers have and, in particular, how they want to be approached. Do they see added value in our online community, for example? How do they prefer to have contact with Lely and when? We can use that information to offer customers an optimal service and to ultimately turn them into loyal Lely fans.
Farmer sounding board
A broad team of farmers will take part in the farmer sounding board (FSB). 'We are looking for diversity and a reflection of our customer database,' says Sanne Vrijland, International Distribution Channel Development. 'We are looking for a good mix of farmers, some with 60 cows, but also farmers with 240 cows, as well as farmers who are way ahead and those who are traditional and more conservative. For the pilot project in NCEE, we want to include two or three farmers per cluster in the team, bringing the total up to about 10 farmers.'
To improve the customer experience and anticipate the needs of the future farm(er) even better, we are developing various initiatives. And we would like to test these initiatives in the market before rolling them out, so we know for sure they will succeed. That’s why we are setting up a ‘Farmer sounding board’ and starting a pilot in the NCEE region.
How farmers can help improve our effectiveness
FUTURE FARM
