What role will CRM play in the future of agriculture?
McDonald: I think it’s safe to assume that CRM will play an even greater role in the future. Logically, producers will expect even more individualized attention as their numbers diminish because they represent an even larger lifetime value to marketers. The good news is that our ability to develop reasonable CRM strategies and tactics is increasing because of our sophisticated system. We think this is a great time to be serving the agriculture industry because the opportunity to build lasting and profitable relationships has never been greater. Nelson: As the consolidation of ag product and service providers continues, vying for the same customers will become more competitive. Satisfaction with a product will always be key to what makes a producer loyal to a marketer. Extra customer care could be just the touch to prevent brand switching or persuade that customer to buy more. North: At McCormick, we believe CRM strategies will play an increasing role as we integrate the food chain. As
