Hotspots - We are Lely

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Loyalty

Our goal is to turn a customer into a fan. A fan is a very satisfied customer who tells others about our company and recommends us. For example, by posting about us on social media or in conversations with fellow farmers. A fan sees Lely as the only logical partner for, for example, their consumables, our service, advice about automation and who, when buying a new robot, comes directly to us. To turn a customer into a fan, all phases have to be properly aligned. The customer must constantly feel heard and valued. A fan is the most loyal and, above all, valuable customer you can imagine.

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Operate

The fully robotised farm runs nonstop, 24 hours a day. Customers can always reach us, preferably in the way they like: online through our communities, for example. Or on the farm, when needed. More and more, we collect data to be able to predict when our services are needed. This is to lower the number of unforeseen issues and raise the customer’s satisfaction with and trust in Lely.

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Transition

It often takes a long time between signing for a robot and actually installing it. For the farmer, this is a very exciting, life changing phase. It is essential that we keep in touch with their concerns and the preparations they are making for the transition. Where can we provide support? Can we take away their concerns? By now, we know from research that we as Lely have often been too invisible in this phase. By really standing alongside the farmer here, through online channels and on the farm, we show that they can rely on us. It is the beginning of a partnership.

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Decision

The farmer has made their choice. They are convinced of our added value and quality. In this phase, the sales agreement is signed. In other words, the farmer becomes a customer of Lely. A memorable moment! Can we rest on our laurels now? Absolutely not! From here on, the relationship becomes even more important.

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Consideration

If, after some research, the dairy farmer has an idea of what the market has to offer in terms of automation, they will enter the consideration phase. In that phase, the Lely Center often comes into the picture, either digitally via the Center website or during a visit to a Center. This is a crucial moment in the process, in which we have to convince the farmer to choose for us. In this phase, we really focus on the added value and distinctive character of Lely.

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Awareness

In this phase, a dairy farmer becomes aware of the added value of automation on their farm. They search for more information online or enter into discussion with, for example, other farmers and suppliers, such as Lely. In this phase, it is important to ‘feed’ the dairy farmer with information about the benefits of automation. For example, by targeting them via social media ads or inviting them to a webinar or information event on automation in dairy farming.

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Loyalty

'Lely really is my partner. I tell other farmers constantly: work with Lely.'

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Operate

'My Lely solution works! And I can
still rely on Lely's support 24/7.'

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Transition

'Lely is a real partner. Supporting me
in setting up for automation.'

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Decision

'Lely it is. Their support goes
beyond my initial challenge.'

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Consideration

'Lely pops up in my search. Definitely in
my top three favourites.'

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Awareness

'I need a solution to my challenge. While searching, I don't focus on brands.'

Please note: this is a representation of the ideal, desired customer journey. Not every customer walks the same path and sometimes, halfway through the journey, someone returns to a previous step or skips a stage.

Online and Onfarm

The farmer of the future increasingly needs an ‘omni-channel’ approach. In other words, in order to meet their wishes, we need to offer different channels, so that the customer has a choice of when they want to reach us and through which channel. Sometimes it will be through one of our communities, other times they may need an in-depth conversation with one of our colleagues. The customer determines their own journey towards becoming a Lely fan.

This visual representation of the customer journey shows what it can look like. Click on the hotspots for an extra explanation.

The road to becoming
a Lely fan

Before a robot is installed on a dairy farm, a farmer goes through quite a number of steps in which they come into contact with Lely. We call those steps touch points. Sometimes these touch points are physical, such as a face-to-face sales meeting, but increasingly, customers also meet Lely online. All those encounters together form the customer journey: the journey the customer makes to eventually become a Lely fan. And that’s our goal.