At the 2016 CAAR Conference, three speakers were invited to participate in a panel discussion on the subject of customer loyalty.

As a follow-up to this discussion, we contacted each speaker to ask:

Agri-retailers are in pursuit of loyalty from their customers. How can the sector be more active in showing loyalty to them?

 

Emerson Csorba: An effective way to foster customer loyalty is to first focus on getting it from your employees by ensuring they are satisfied and happy with their positions. In a rapidly-changing world, agri-retailers will need to increase investment in their Millennial staff in order to ensure that they feel empowered to stay and contribute. This is a challenge that all employers face; however, it is an issue that is especially important in agriculture, considering the relationship between agri-retailers and farmers that has for so long been based on loyalty between sides.

Dr. Allan Gray: By and large, I believe the industry is loyal to the customer at least at an industry wide level.  I see over and over employees and companies that are dedicated to helping the farmer improve their productivity and hopefully their profitability.  But, your question is probably what more could they do to enhance that loyalty. I believe redoubling efforts to commit to engaging with the customer in helping them to execute their business strategy by understanding their business strategy and offering solutions that are integrated with the individual producer’s strategy would be the goal.  This engagement with the individual customer at a higher professional relationship level will create a co-creation environment where both the customer and the supplier benefit from the relationship.

Justin Funk: Farmers have lots of choices when it comes to what they buy, and from whom they buy.  While we may strive to find the “loyal customer” one has to wonder if perhaps what the customer is looking for is the “loyal salesperson".  Loyalty is built upon relationship, consistency, trust, and a certain sense of security and well-being.  We need to more explicitly illustrate to our customers that we’re in it for them.  They are asking us to get to know them better so we can better represent their interests - we owe it to them, and to ourselves to listen.  Perhaps then loyalty can be mutually achieved.

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