Emerald Grain - Annual Customer Surveys
Identifying changing customer habits to achieve long-term customer satisfaction and loyalty
Emerald Grain is one of the largest grain marketing and supply chain businesses in Australia with a presence across Australia’s key grain growing regions and is a trusted supplier of quality Australian grain to over 35 countries across the globe.
For the past seven years, Emerald Grain has engaged Chase Consulting Group to conduct the annual survey with its grower-customers to find out how their preferences and behaviours are changing and how Emerald can improve their service offering.
Chase designed the annual customer survey to identify the factors that influence farmers in their choice of agribusiness partner, the share of their farming production they allocate to each agribusiness partner, and the attractiveness of new product initiatives.
The annual survey also measures a number of performance benchmark skills including:
- Customer service performance;
- Grower sentiment;
- Brand performance;
- Customer loyalty (Net Promoter Score);
- Behaviours and habits of their grower-customers;
- Needs and expectations of each customer segment; and
- Grain growing and marketing decision factors.
The survey results and insights are summarised into a suite of customer-centric and brand scorecards that measures and tracks annual performance.
In addition, the annual customer survey includes a range of customer segmentation and geographic variables against which the results are analysed.
The annual survey now receives more than 1,100 responses from the 10,000 farming families across Emerald’s grain marketing network.
The customer survey’s results and insights have enabled Emerald to improve its customer service performance and meet the changing requirements of Australian grain growers. The annual surveys also provide deep insights that help ensure new grain marketing products meet Australian grower requirements and prioritise new grain handling and storage investment decisions.
The public release of the 2015 survey results can be found at http://emeraldgrain.com/2014/08/01/told-us/; and the 2014 survey results in the following link