Farmlands - Farmlands Co-operative wins

Farmlands Co-operative wins KPMG Global Customer Experience Excellence (CEE) Award

Farmlands Co-operative has been named the New Zealand winner of KPMG’s prestigious Global Customer Experience Excellence (CEE) Award.

New Zealand’s largest rural supplies and services co-operative was presented with the award at a ceremony hosted by KPMG in Auckland on Friday morning.

As one of just 14 winners of the award world-wide, Farmlands joins an elite group of iconic brands such as Singapore Airlines (Australia), Apple Store (Italy), Alipay (China) and Emirates (UAE). Following Farmlands in the top five for New Zealand were Air New Zealand, Kiwibank, New World and ASB Bank.

Farmlands Chief Executive, Peter Reidie, says receiving the accolade is a vote of confidence in the power of the co-operative business model. Because a significant portion of Farmlands customers are actually Farmlands shareholders, ongoing loyalty creates its own virtuous circle of benefits.

“The more Farmlands shareholders choose to shop with us, the bigger our ability to create advantage for both them and the co-operative they own,” he says. “As a co-operative, we are a family – shareholders, staff and suppliers.  We work hard to make sure all our shareholders feel valued – after all, they are the reason our business exists in the first place.”

Farmlands has invested a lot in its people and its brand over the past five years and Mr Reidie sees the award as proof that the investment is paying off. He says the calibre, passion and willingness to take the “extra step” of Farmlands staff was the decisive factor in the win, as their technical knowledge, experience and empathy have built the enduring customer relationships with shareholders that, in many cases, now span generations.

“Many of our staff grew up in the local communities they now serve through Farmlands,” Mr Reidie says. “This reinforces our sense of family. We are in a business where our shareholders trust us with their livelihoods, so every interaction with them should return that faith.

“That’s the case whether you visit us at one of our 82 stores, or have one of our staff pull up your driveway. Given our shareholders have stakes in a business that encompasses expertise across agriculture, horticulture, cropping, real estate, nutrition and fuel among others, we aim to make every interaction across the entire business memorable.”

The survey for the KPMG Global CEE Awards measured ‘The Six Pillars of Customer Experience Excellence’ – Personalisation, Resolution, Integrity, Time and Effort, Expectations and Empathy. The survey found leading organisations demonstrate mastery of these pillars and are outstanding at all of them.

Regarding Farmlands, KPMG’s New Zealand Customer Experience Excellence Report noted that a “customer-centric culture enables Farmlands to deliver an exceptionally high level of personalisation to their customers, which in turn creates a high degree of customer loyalty and commitment to the organisation”.

 
Farmlands representatives were on hand to receive the Customer Experience Excellence Award from KPMG. Farmlands receives KPMG Award

Back row (from left): KPMG Customer Experience Lead Baxter McConnell, Farmlands Director - Strategy and Communication Colm Hamrogue and Farmlands Brand and Customer Experience Manager Debbie Bellis.

Front row: Farmlands Chairman Lachie Johnstone, Farmlands Director - Marketing Jess Strange and KPMG Partner - Advisory Simon Hunter.

 







The KPMG Customer Experience Excellence Report is available to view at www.kpmg.com