Listening in a changing world
For decades, we’ve made listening to our customers a priority. From one-on-one conversations with farmers, seed sales representatives and crop protection retailers to formal surveys, focus groups and interviews. Customer needs drive nearly every aspect of our business at Corteva Agriscience.
We’re still talking directly to customers. But as technologies and the agricultural industry have evolved – especially during COVID-19 – we’ve expanded HOW we listen to our customers. Yes, we’re still on farms talking to them about ways we can enhance productivity and sustainability for their operations, but we’re also listening to customers through feedback on our social channels, and through virtual meetings, and other channels to support their success.
And just as importantly, we are changing WHO we listen to. Not only do we want to understand our customers’ perspective, it is increasingly important to learn from our customer’s customers … consumers around the world.
This understanding is critical for Corteva to develop products that not only meet the needs of farmers for better performing crops, but also to meet the growing demands of consumers for a healthier, more sustainable food supply, gain social license and consumer buy in on new innovations.
One example is Plenish? high oleic soybeans, which are used to produce Plenish high oleic soybean oil that contains zero trans fats and lower saturated fat and has been in higher demand as consumers at home during the pandemic are looking for healthier snacks.
Even in today’s fast-paced world, it takes companies 10 to 12 years and tens of millions of dollars to develop new products. That’s why it’s so important for us to have a clear understanding of the needs of our customers now and well into the future to ensure we’re investing in innovations that will meet the needs of customers and consumers for the long term.
As we look toward the future, I’m encouraged by what we are hearing from the next generation of both farmers and consumers. In a survey of next gen farmers and consumers for our “Future of Food and Farming” study, results showed that these two groups share many concerns and hopes for the food system they are inheriting, and a strong desire to be involved in securing ag’s future.
In fact, 90 percent of both next gen farmers and consumers agree everyone needs to compromise to secure the future of food, and more than 80 percent of young farmers and consumers are willing to take personal responsibility for helping address the challenges of food and farming.
The great news is that we have more tools and technologies to sustainably achieve our food production goals than ever before. #agriculture #sustainability
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4 年Excellent article, Judd! Timely always but especially with the pandemic. Listening to your customers is more important than ever. According to recent State of the Connected Customer?research, 78% of B2B customers (i.e your customers) expect consistent interactions across departments, and 66% of these customers are willing to pay more for a great customer experience.? Happy to share that research if you would like a cop, Judd. Hope you are well - safe and healthy.
Great comments Judd! Growers expect us to listen to their production, agronomic and input needs to maximize their profitability. And the food industry is looking to Corteva to listen, adapt and provide healthy ingredients to supply consumers with nutritious, healthy and safe consumer packaged products. Plenish soybeans are a great example of our ability to adapt and supply healthy oils due to the sudden higher demand for packaged goods and eating more from home as the result of COVID. Corteva Agriscience United Soybean Board