Beyond buying and receiving: Customer Experience as a driver of agribusiness

At the heart of modern agribusiness, full customer satisfaction is essential for the success and sustainability of companies. Customer Experience processes, as they say in office routine, which aim to provide a complete loyalty journey between company and consumer, have gained more and more strength within companies in recent years and are now undergoing a transformation. 

From now on, the simplified process of registering the purchase and tracking delivery will take an important leap forward. What is being formatted goes far beyond solving specific problems: agribusiness companies are being challenged to strive to create memorable experiences, which will leave customers delighted and engaged with the brand.

 This change began some time ago in some sectors and is also coming to agribusiness companies. One of the main focuses has been the implementation of intelligent digital systems that allow for more efficient and personalized communication. This includes the adoption of advanced data analysis technologies, which help identify customer behavior patterns and preferences, enabling a product and service offering that is more aligned with their specific needs. 

However, in addition to technology, I believe that companies that want to stand out will have to create a culture of service, and that is where the search for engagement from all areas of the company for the mission to succeed will be vital. In other words, it's not just selling: it's getting closer, understanding and providing a journey between consumer and company in all sectors. 

Collaboration between different departments will be essential, encouraging a holistic approach to solving customer needs. In this sense, leaders have a fundamental role in ensuring that all employees understand the importance of their contribution to this process. The implementation of this culture needs to be the number one priority in the company's day-to-day operations. 

This way, the company not only strengthens its relationships with existing customers, but also attracts new customers and differentiates itself from the competition. This would be just one of the gains of a strategy based on Customer Experience, which is increasingly gaining life, space and understanding among both leaders and employees. 

In the competitive agricultural market of the future, where the customer will be at the center of decisions, the entire company team will need to be prepared to face challenges and take advantage of opportunities that arise to keep the customer loyal and satisfied. It is a process that goes beyond technological implementations. 

Human engagement will be vital and is an immeasurable value of the process and I understand that in the very near future, this will be a key factor in knowing whether business is going strong in the company. 

Digital tools will bring a profound change in optimizing processes and improving performance among customers and companies. But I understand that, more deeply, it will be everyone's unwavering commitment to Customer Experience that will enable the company to be the best positioned in the market and continue leading the way towards a future of success and sustainable growth in agribusiness.  

 *Per Mayla Takahashi (in the photo), Head of Customer Experience Latam at BASF