Farmlands is New Zealand's largest farmer owner cooperative. With more than 1,000 staff servicing 56,000 shareholders through a network of 81 stores, Farmlands is a top 20 New Zealand company, with turnover in excess of $2 billion annually.
Farmlands was, at the time of engagement, a large North Island-based rural supplies organisation. (It has since merged with CRT, its South Island based counterpart). Farmlands needed help with specific recommendations it could implement to improve they way it interacted with stakeholders.
Starting from a need to assess options for contact centre technology, Voco focused on how the organisation communicated with all its customers, suppliers and staff. Voco conducted an interaction analysis across the Farmlands organisation, and then mapped and analysed all interactions. We challenged core understandings of customer expectations around interactions and then investigated the outcomes in the context of an overarching interaction/channel strategy.
Farmlands was able to improve critically important relationships by implementing a set of specific recommendations.
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