Managing Editor
Bhushan Bhad
umanshaveevolvedfromgrazinglandtourban
Hscape—bigskyscrapers,magnificentflyovers, hugeglass-builtmansions,andwhatnot.But,the onethingthatalwaysstayedthesameistheloveand passionofhumansforitsecologicalcommunity.Beitthe foresttreasure,weatherphenomenon,householdpets, grazinganimals,orecstaticdairyproducts,humanshave neverfallenoutoftheconscienceofanature-loving lifestyle.
And,oneofthefinestexamplesoftheaboveiterationis FoodandDairyIndustry.Forcenturiesanddecades,farm produceanddairyproductshavebecomesynonymouswith thebasicneedofhumanliving.But,intheglobalized economyandindustrialsegmentation,eachandevery revenue-generatingbusinesshasbeenundertheclosewatch ofimperialists,investors,economists,andpublicpolicy executionists.
So,diditchangeanything,ordideverybusinessremainthe same?
Maybe,itremainedthesame,andmaybeitgotenhanced. But,concerningthedairybusiness,themostefficienthand thatskyrocketeditslogisticsalongwithincreasingdemand andsupplychainwasthetechnologicalhandthatnotonly
sharedthewordbutdidextenditssupporttoallthemajor workflowofthedairyfarmanditsproduction.
Centraltothisdiscussionisthecorporatedairyproduct companies.Inthetechnologicallyadvancedworld,one doesnotneedtowanderamultitudeofvillagesandurban communitiestoselltheirproduct.Allonemayneedis soundbusinesssupport,ahandoflogisticsthatconnectsa dairyfarmwiththemarket,scientificsupportthatcan nurturethedairyfarmaspertherequirementofdairy animals,foddersupply,andmedicalaidtokeeptheanimal healthy.
Explainingsuchamagicrecipeforsuccessinthedairytech companies'segmentisourcoverstoryofAl-AinFarms. Walkthroughsuchinspiringstoriesandknowtheartof utilizingtheoptimalresourceswhilefacilitatingtheworld withasustainableapproach.
Whileyouflipthroughthepages,ensuretoreadthe insightfularticlesopinedbyourin-houseeditorialteam. Haveagoodread!
Forcenturiesanddecades,farmproduce anddairyproducthavebecomesynonymous withthebasicneedofhumanliving.
Al-AinFarms alainfarms.com
Foundedin1981,Al-AinFarmisthelargestintegrateddairy companyinUAE,runningfourfarmsunderitsbrand-thedairy business,thefreshjuicebusiness,thecamelmilkproduction,and thepoultrysection,producingfreshchickenandeggs.
Armentawasestablishedtoaddressthemostpressingdisease affectingdairyfarmingtoday
BetterDairy betterdairy.co.uk
ByrneDairy byrnedairy.com
BetterDairyisusingprecisionfermentationtoproducethesame cheeses,yogurts,andicecreamsthatcustomerscurrentlyenjoy withouthavingtouseanimals.
ByrneDairyisaregionaldairycompanyheadquarteredin Syracuse,NewYork.ItwasfoundedduringtheGreat Depressionin1933,deliveringmilkbottlestoNewYorkers byhorse-wagons.
Litehouse.inc litehouseinc.com
LiteHouse.incisdedicatedtodelicious,qualityfood productsandbuildingabettertomorrow
MastersGalleryFoods mastersgalleryfoods.com
SmaXtec smaxtec.com
PresidentandCEO
MastersGalleryFoodsoffersmorethanthehighestquality cheeseproducts,morethantimelyorderdelivery,andmore thanexceptionalresponsivenesstoitscustomers’needs.
ThesmaXtecBolusespickupallhealthproblemswithinthe cows,atitsveryearlydetection.Itoftenpicksmastitisuplong beforethereareanyvisiblesigns.
SmithFoodsInc. smithfoods.com
StonyLakeAcres
SmithFoodsisaregionalmakerofdairyproducts,beverages, andicecreamheadquarteredinOrrville,Ohio.Thecompany sellsproductsundertwomajorbrands,Smith'sandRuggles,as wellasprivatelabelbrands,forbothretailandwholesale distribution.
StonyLakeAcres,isdedicatedtosupplyinghealthymilk producedinorganicways.
TillamookCounty CreameryAssociation tillamook.com
PresidentandCEO
TheTillamookCountyCreameryAssociationisadairy cooperativeheadquarteredinTillamookCounty,Oregon, UnitedStates.Theassociationmanufacturesandsellsdairy productsunderthe"Tillamook"brandname.
Enabling Delivery of Fresh Food in UAE through Innovation
V E R S T
We value our animals as an integral part of our being, as a man can exist only in synergy with nature.
“ “Willem Van Walt Meijer Chief Executive Officer Al Ain Farms
Sometimeslegacyisnotwhatyou leaveforyourfamilyoryour business,sometimesit’sbig enoughtoimpactthewholenationand thegenerationstocome.Theverityof thisphraseisevidentinhowFatherof theUnitedArabEmirate,lateSheikh ZayedBinSultanAlNayhanbuilta legacyofprovidingdailyaccessto freshfood,primarilymilkbyfounding AlAinFarmsin1981.
AsthefirstdairycompanyintheUAE, AlAinFarmswasresponsiblefor providingfreshmilktothewhole country Andfourdecadeslater,the companyisfollowingthesamelegacy withthesamepassionandmodern innovation,buildingasustainable frameworkofdairyandpoultry operations.
Currently,AlAinFarmshasgrownto bethelargestintegratedlocaldairy companyintheUAE,runningfour farmsunderitsbrand.Goingwiththe currenttime,thecompanyhasalso addedabasketoffoodproductsonthe menuwhichincludesseveralflavorsof freshjuices,yoghurt,andpoultry products.
AlAinFarmshasalreadyestablisheda namethroughitsfarm-freshdairy products,servingmorethan13,000 outletseveryday.Andnowunderthe leadershipofitsCEO,WillemVan WaltMeijer,AlAinFarmsissetto pioneerthenewfoodsecuritynormsin thecountry
AlAinFarms’corecompetenciesliein thestrongbrandreputationachieved overdecadesofoperationsandwide accessibilityofproductsinthecountry
Overtheyears,thecompanyhas achievedaleadingedgebyensuring thecontinuedoperationsofcoldchains indairyandpoultrytoprovidefresh productstotheoutletsacrossthe country24/7.
Byensuringthefarmsandfactoriesare inthesamearea,AlAinFarmshas beenlivingitspromiseofdelivering farm-freshproductstothecustomers within24hours,guaranteeingfresh, tasty,safe,wholesome,andhealthy food.Moreover,thesefoodproducts areavailableindifferentfatlevelsand packagesizestosuitcustomers’tastes andneeds.
UAEisknownforitshotandhumid climate.Andpeoplelivingorvisiting thecountryoftenliketorelishfresh juicestokeepthemcoolandactive duringhotsunnydays.Supplyingthis hugedemand,AlAinFarmshas venturedintobeveragesspaceby providingnoaddedsugarfreshjuice, firstlocalmanufacturertoofferthe wholerangeofjuicewithoutanysugar beingadded.
Bynurturingcowsandcamelsatthe farms,AlAinFarmshasbecomethe firstfoodcompanytoofferCamel Milk,bothlocallyandinternationally infreshandpowdervariants.
Speakingaboutthecompany’spoultry division,over8millionchickensand 120millioneggsareproduced annuallyinAlAinFarmsanddelivered tohouseholdsacrossthecountry.By producingmeat,freefromantibiotics, andanyhormones,thecompanyis alreadysettingfoodsafetynormsfor otherstofollow
Leadingwithexpertiseand excellence.
Speakingoffoodsafetynorms,the company’sCEOWillemVanWalt MeijerisleadingAlAinFarmsto becomeamajorplayerintheUAE foodindustrybyensuringthestrategic initiativesguidedbytheUAE’s leadership.Thecreditsurelygoesto Willem’svisionforthecompanyand hisdecades-longexperienceinthe industry
ADutchnational,Willemheldseveral positionsinSalesandMarketingat UnileverintheNetherlands.Hethen wentontoholdseriesofdirector positionsinUnileveroperating companiesinIndonesia,Ireland,and Russia.
Eagertotakeonnewchallenges, WillemsteppedinasCEOofthe Greenery,aco-operativeoffresh producegrowers,with21yearsofrich industryexperience.Hefurtherheaded theClassicDairyandCheesedivision ofFrieslandFoods,aco-operativeof dairyfarmers.
In2016,Willemreturnedtothefood industryasManagingDirectorof NedspiceVietnam.In2020,Willem withhisextensiveexperienceand expertiseinthefoodindustrystepped inasCEOofAlAinFarms.Sincethen, Willemhasbeenworkinghandinhand withthemanagementteam,which consistsoftherepresentativesfromall businessdivisionsofdairyandpoultry, branddevelopmentandconcept innovation,salesandlogistics,and supportfunctions.
Most Admired Dairy Tech Companies to watch
The company’s utmost priority is the health, safety, and well-being of all of its employees, biosecurity of the animal livestock, and quality of products and operations.
“ “
ThehotandhumidclimateofUAEnot onlyaffectshumansbutanimalsas well,whichcanreduceyieldaswellas affectanimals’well-being.Totackle thisissuethecompanybrought innovativewaystothetable.The air-conditioningsystemwascreatedto maintainthetemperature.
However,thecoolingsystemuses substantialamountsofwaterand electricity.Toreduceitsecological footprint,thefirmrecyclesthewater usedinitsproduction,toirrigatethe land.Aspartofthecirculareconomy, thefarmsrecycleclosetohalfabillion gallonsofwaterannually Withthe newfarmexpansion,thecompany planstodrivethistomorethana billiongallonsofwaterrecycled annuallyforirrigation.
Willemexplains,"Animal welfare is our utmost priority. “And we have spared no efforts to protect and nurture all of our animals, by providing stress-
free environmental conditions, nutritious and high-quality foods, and veterinary care at all times. We value our animals as an integral part of our being, as a man can exist only in synergy with nature.”
TheCOVID-19pandemichashugely affectedtheglobaleconomy.However, asapartofdailyessentials,AlAin Farmshascontinuedtooperate seamlesslyduringthesechallenging times.Tomakethispossible,thefarms haveincreasedthecapacitytoproduce freshlocalproductsdelivereddaily acrosstheUAE.Thecompanymade surethecorefunctionsoffarming, production,andsalesremained operational24hoursthroughoutthe pandemictoensurecontinuityof supply.
Talkingaboutthefarms’operations duringthepandemicWillemsaid, “We have tirelessly undertaken all necessary measures to prevent any health and safety breaches at our farms. Daily checks are conducted, and all employees remain safe and healthy.”
Willemfurthertalkedaboutthe company’soperationalreadinessand crisisprotocolwhichwasthekeyin
safeguardingthehealthofemployees aswellasbusinesscontinuity. “It was a learning and testing phase, but responsive and quick implementations, such as the opening of Al Ain Farms’ Care Centre in Sharjah for quarantine and medical security, and the rehousing of 600 employees, meant that we were able to continue business as usual. We implemented hard zone site where no one could enter from outside to ensure full biosecurity,” Willemexplained.
Safeguardingpartnersandsuppliersof AlAinFarmswerealsoapriority, whichthecompanyrespondedtowith immediateeffectbyimplementing protocolsecuringminimumimpact alongthesupplychain.
Tofurtherensureemployeehealthand safetythecompanyhasrecently vaccinatedthestaffvoluntarilywitha newlydevelopedvaccineforCovid response. “The company’s utmost priority is the health, safety, and well-being of all of its employees, biosecurity of the animal livestock, quality of products, and zero interruption of our business continuity and operations,” saysWillem.
WhiletheongoingCOVID-19 pandemicbroughtlocalbusinessesinto light,theindividualsandlarge organizationshaverespondedwellto thechangebyadoptingtolocalfor
localtrend.However,Willembelieves thetrendnotonlyishelpingthe countrytobecomeself-sufficientbut alsotoprovideamuch-needed economicboostduringtoughtimes.
Nodoubtthegovernment’scontinued supportandhasalsoplayedahugepart inthefarmingsectortofurtherenhance thescaleofthelocaloutputandensure afairlevelplayingfieldforalllocal manufacturerswithinthesector.Going forwardwiththetrendWillemexplains hisgoalforthecompany. “We aim to work more closely with our retail partners to customize shelves and packaging to communicate the benefits of locally made and benefits of our products for consumers,” hesays.
Asavisionaryleaderholdingexpertise inthefoodindustry,Willemhadfair advicetosharewiththeentrepreneurs whowanttoventureintothisfield.
“Choose something where demand exists, but supply is lacking, or the existing system can be improved,” Willemsays, “In the food industry, habits change relatively slow due to being engrained into a culture, so planning for low pace scenario is needed, so we could be investing into growth.”
Willem’sfinalpieceofadvicewasapt andenlighteningfortheentrepreneurs andbusinessownersineverysector
“We should be coming with novel ideas of concepts and technology often found far from the place of core operations.
The reason is that differentiation is everything, but potential lies in adapting the local needs and operational requirements.”
Dr. Stefan Rosenkranz Founder, and CEO smaXtec
Dr. Stefan Scherer CEO smaXtec
Thehealthofdairycattlehaslongbeenmanagedby traditionalhealthmanagementmethodsoffarmers anddairyowners.Eventhoughtheseconventional methodshavebeenpractisedsincetheinceptionofdairy farming,theydonothavetheprovisionofdetectingand preventingpotentiallylethaldiseasesindairyfarms.These diseasesnotjustleadtomortalityandreducedproductivity inthedairyherdbutalsorepresentariskforhumanhealth.
Toaddressthissituation,smaXteccameintoexistence. SpearheadedbyDrStefanRosenkranz,Founder,and CEO,andDrStefanScherer,CEO,thecompany introducedarevolutionarysolutiontothetraditionalsector ofdairyfarming.
Inthefollowinginterview,leadersofsmaXtectalkin-depth abouthowtheirhigh-techsolutionischangingtheway traditionalcattlefarmingusedtooperate.
PleasebriefouraudienceaboutsmaXtec,itsUSPs,and howitiscurrentlypositionedasaleadingplayerinthe Animalhealthspace.
smaXtecprovidesprofessionaldairyfarmerswitha premiumhealthsystemthatavoidsdiseasesindairyherds. Resultsaresignificantlyhighermilkyieldsforthefarmers andincreasedanimalwelfareinthecompetitive environmentofindustrialdairyfarming.Sinceits foundationin2009,smaXtechascontinuedtodevelopits
smaXtec is being led by CEO Stefan Scherer and CEO Stefan Rosenkranz, who also invented the technology. The company consists of a growing team of 70 people, including a premium customer service team, an outbound sales force, in-house marke ng power, and top engineering teams.
adoptionofmoderntechnologies,industrialdairyfarming requiresacarefulbalancebetweenanimalwelfareand farmers'productionsuccess.smaXtec'sproventechnology andmotivatedteamissettocreateaddedvalueforfarmers andbringlong-termpositivechangetothedairyindustry
Consideringthecurrentpandemic,whatinitial challengesdidyouface,andhowdidyoudriveyour companytosustainoperationswhileensuringthesafety ofyouremployeesatthesametime?
Asaglobalandtechnology-drivencompany,working remotelyandkeepingincontactwithcolleaguesand customersoverlongdistancesviatelephoneorinternethas beenanimportantpartofsmaXtec'soperationseversince itsfoundation.Withitsfocusondirectsalesandcontinuous technologicaldevelopment,smaXtecwasabletointroduce itsrevolutionaryTruRumiTMTECHNOLOGYin2020and consistentlymaintainitsgrowthstrategy
Whatwouldbeyouradvicetobuddingentrepreneurs whoaspiretoventureintotheanimalhealthand nutritionmarket?
productsandtechnologies.Today,smaXtecismonitoring thehealthdataof100,000dairycowsandcounting.
Thesystemmeetsmodernrequirementsbyofferinganeasy anduser-friendlyplug&playsolution(smaXtecBase Station).Dairyfarmersreceivevaluableinformation, dashboardlists,andalarmsontotheirmobilephone (smaXtecApp)andcomputer(smaXtecMessenger software).
Shedsomelightonyourofferingsandhowarethese makinganimpactontheindustryandyourcustomers?
ThesmaXtecsystemoffersthemostpreciseandrobust directmeasurementofhealthparameterscorebody temperature(+/-0,03°),activity,andrumination,whichis measuredbyabolusinsidethereticulumofthecow This allowsforearlierdetectionofdiseases,reducedantibiotic use,andpreventionofmilkrevenueloss.
Beinganexperiencedleader,shareyouropiniononthe impactoftheadoptionofmoderntechnologiesonthe animalhealthandnutritionspaceandwhatmorecould beexpectedinthefuture?
Sincethecompany'sfoundation,innovationhasbeenatthe verycentreofourendeavours.Whileotheragricultural sectorshavealreadyseenaconsiderableincreaseinthe
Despiteitstechnologicallyadvancedapproachto monitoringanimalhealthandever-growingsoftware expertise,smaXtecalwaysremainsinclosecontactwith farmers,veterinarians,scientists,educationalinstitutions, andagriculturalstakeholderstoidentifywantsandneeds. Consequently,entrepreneursshouldalwaysstriveto improvetheirknowledgeaboutmarketsandrelevantfields beyondtheirindividualbusinessstrategies.
HowdoyouenvisionscalingsmaXtec'soperationsand offeringsin2021?
smaXtec'srecentintroductionofitssmaXtecTruD™cloud solution,whichutilizesartificialintelligenceandsmaXtec TruRumiTMTECHNOLOGY,hascreatedthefoundation onwhichthecompanywillreachandsoonexceedits ambitiousgoalof1millioncowsundermonitoring. Additionally,smaXtecfocusesonintegratingitssoftware solutioninasmanyherdmanagementsystemsaspossible foreaseofuseandtimesavingsinitscustomers'day-to-day operations.
Ø Heatdetectionisaverybigpartofwhywechose smaXtec—especially,theaccuracyofit.Overall,we aredelightedwithsmaXtec.Itreallyfitsinwithwhat
wearetryingtodowithperformance,animalwelfare, andantibioticreductionandlookingforwardtoseeing wherewecantakethisinthefuture.”-JoeGardiner (Ireland),smaXteccustomerwith300cows.
Ø Automationmakestheheatdetectionprocessincredibly accurateandaseasyaspossible.Overall,smaXtechas easilypaidforitselfseveraltimesover.”-Rodneyand StephGoode(Australia),smaXteccustomerswith380 cows.
Ø smaXtecisgreat.Iamverysatisfiedwithit.The measurementofruminationactivitycompletesthe systemandmakesitanall-in-onepackage.Whatis veryimportanttomeisgoodservice.AndsmaXtec
definitelyoffersthat.Iaminveryclosecontactwiththe customersupportteam,whichalwayshelpsmewith myquestions”–DanielaSchönberger(Germany),a smaXteccustomerwith270cows.
Ø In2020,smaXtecwasawardedtheAustrianAgrarfuchs prizeforitsinnovativeTruRumiTMTECHNOLOGY byanindependentpanelofexperts:“Precisedataon ruminationactivityiscrucialfortheassessmentof nutritionqualityandanimalhealthindairycows.This isexactlywhattheTruRumiTMTECHNOLOGYby smaXteccanoffertofarmers,”thejurysaidintheir statement.
smaXtec's proven technology and motivated team is set to create added value for farmers and bring long-term positive change to the dairy industry.
DidyouknowthatcompaniesintheUSloseover $136.8 billion dollars each year becauseofbad customerretention?
Sure,asinglecompanymightnotaddthatmuchtothe statistics.
Butevenifthatnumberisjustinthethousandsofdollars foryourbusiness,it'sstillsomethingtoworkon.
Intheend,it'smoneyyou'relosingthatyoucouldspendso lesstokeepinstead.Infact,itcostsfivetimesmoretogeta newcustomerthanitcoststokeepanexistingone.
Soevenifaffiliatemarketingisagoodinvestment,you mightwanttocheckyourbackyardfirst.
Customerretentionisnotfineart.Simplyworkingonyour customerservicecanprovidegreatresults.Butthatdoesn't meanyoucan'tgowrongwithsomedatedconceptsfrom customerretention.Thestrategieswe'lltalkaboutcanbe bothineffectiveandharmfultoyourbusiness.
Ÿ
Thefirstthingyoushouldavoiddoingisgeneralloyalty programs.Whileloyaltyprogramscanbeextremely valuableforcustomerretention,youneedtoactualizethem tothe21stcentury.Today'sloyaltyprogramsareallabout personalization.
Ifyouhavealoyaltyprogramandyou'renotpersonalizing themtoyouraudience,itwon'twork.Agreatideatoupdate yourloyaltyprogramsistocombinethemwithinbound effortsandsetupaccountsthattrackyourloyalcustomers' data.
Ÿ
Well,notquite.Atleastnotwherecustomerretentionis concerned.Ifyoudon'ttrackthereasonwhypeople abandonyourproducts,you'remissingcrucialinformation thatwillhelpyouactualizeyourcustomerretention.
Understandingwhyyoulosebusinesscanprovidevaluable insightintowhatyourmixislacking.Isittheproduct?The
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Gael Breton Co-Founder Authority Hacker
price?Thepositioning?Wecan'ttellyou.You'llneedto findthatoutyourselfbygatheringinformationfromlost customers.
Youcanuseasurveyforthis.Justmakesureit'sshortand non-intrusive.Otherwise,peoplewon'tfilloutthe questionnaire,andyou'rebacktosquareone.
Assigningcustomerretentiontoonedepartmentisahuge mistakethatalotofcompaniesstillmakein2022.It'snot themarketing'sjob,notthecustomersupport'sjob,andnot theproduct'sjob.
Rather,goodcustomerretentionisaninterdepartmental effort.Allthedepartmentswementionedhaveanimpacton it.Geteveryoneworkingtogetheronthis,andyouwillhave successinretainingmorecustomers.
Ifyoureacttochurn,it'salreadytoolate. Thecustomershavemadetheirmindsaboutdroppingyour productsorservices.
That'swhytryingtoconvincethemtostayonboardwill rarelywork.Rather,youshouldusedatatounderstandthe reasonsyoulosebusinessandfigureoutwaystostopchurn initstracks.
Beforewegetintocustomerretentionstrategiesthatwork in2022,it'simportanttostartwiththerightmindset. There'snopointinmakingimprovementsifyoucan't tangiblymeasurethem.Youwon'tknowwhat'sworking andwhat'shearsay,sohaveastrongdefaulttodata.
Whatdata,youask?
Let'sseewhatretentiontrackingmetricsaremost important.
Thisisthemostimportantmetric,anditmeasuresthe rateatwhichcustomersdropyourproductsorservices inaperiodoftime.Tocalculateit,subtractthenumber
ofcustomersattheendofayearfromthenumberof customersatthebeginningoftheyear,anddividethat allbythenumberofcustomersatthebeginningofthe year
RPRmeasuresthenumberofcustomersthatbought fromyouagain.Itcanbecalculatedinanygiventime frame,anditsformulaissimple.
Justdividethenumberofrepeatcustomersbythetotal numberofcustomers.
Anothersmartwaytoassesschurnisbyseeingwho's lateontheirbillstoyou.Thiswillindicatebothif peoplehaveaproblemwithyourproductsandwhether ornotyourbillingdepartmentisdoingitsjobright.To calculateit,divideAccountsReceivablebyAnnual revenue,andthenmultiplyallofthatwith365.
Ifyouwanttoknowwhetheryourcustomerretention effortsareimproving,thismetricisextremelyvaluable. Itwillmeasurehowmuchyou'remakingfromexisting customersinagivenperiodoftime.Tocalculateit, here'swhatyouneedtodo:subtracttherevenueatthe beginningofatimeperiodfromtherevenueattheend ofthattimeperiod.Takethatnumberanddivideitagain bytherevenueatthestartofyourtimeperiod.
Therearemoremetricsthatyoucanusetofine-tune specificdetails,buttheseshouldhaveyoucoveredwhen you'regettingstarted.
Wewanttostateagainthatcustomerretentionisnota hero'sjob.Noonepersonoronedepartmentcanpullitoff ontheirown.Ifyouwanttoretaincustomers,allofyour departmentsneedtobefocusedonthat.Everyoneneedsto contribute.
So,whenyoureadthefollowingstrategies,rememberthat toimplementthem,you'llneedeverydepartmentonboard.
Genericmergefieldswon'tcutitin2022.Ifyouwantto retainamoderncustomer,you'llneedtoprovideatruly personalizedexperience.Fromyourmarketingmixthat treatsindividualcustomerdesirestoasupportteamthat's readytotacklethatonespecificquery,acustomermay have.
Allofyourfrontendneedstobecustomizabletoauser's needs.Notjustbecauseitengagesthemevenmore,butalso becauseeveryoneelseisdoingit.Soifyoudon'twanttobe leftbehind,regardlessofwhatnicheyou'rein,youneedto focusmoreonprovidingapersonalizedexperience.
Aswementionedbefore,oneofthebiggestmistakespeople makeincustomerretentionistobereactive.Ifmostofyour customersdropyourproductafterthreemonthsofuse, askingthemnicelytostickaroundwon'tbeenough.
Ifthere'satrendinhowyourcustomerschoosetoleave yourbusiness,youneedtoidentifythatdrop-offpointand workproactivelytotackleit.Findoutthecomplaintsyour lostcustomershave,andimplementchangesinyour product,pricing,orevenpositioningtorespondtothem.
Thefirst100daysinyourrelationshipwithcustomersare crucialtoyourlong-termsuccessandyourcustomer retention.Inthistimeframe,mostcustomersformulatean opinionthattheymightsticktoforyearstocome.
It'simportantthatyou'reawareofthiscrucialperiodand createsa100-dayplanfornewcustomers.
Startwithagoodonboardingsystemthatmakessure customersinstantlymakethemostoutofyourproduct.If yourservicesorproductsareprettycomplex,youmight wanttoconsidercustomersuccessagentsforthisaswell.
Then,settimeframesforconstantfollow-upsandcreatean ongoingcustomeradvocacyprogram.
Anymarketerworththeirsaltwilltellyouthatafunnel doesn'tendwhenyoushakehands.That'sjustthe
beginning.Whenyougetanewcustomer,thebestwayto increaseretentionistodelightthem.Togoabove
lotof
to
Gettinginformationfromlostcustomersiscrucialfor
customerretention.Butyoucantakeitastep furtherandgatherdatafromyourexistingcustomers,even if
heconsumertrendsassociatedwiththeCOVID-19
Tpandemichavechangeddrasticallysincetheearly yearsofthedisease.Thelockdownsandrestaurant closurescausedbyfearsofcross-contaminationhave contributedtoariseinthenumberofmealscookedand eatenathome.Thishasledtomorefluidmilkandbutter beingconsumed,whilelesscheeseisbeingpurchased. Whileretail-facingbrandshavebeenbeneficiariesofthis increaseinfluidmilksales,thefutureofdairyconsumption afterthepandemicisunclear
Despiteconcernaboutthe2020pandemicanditsimpacton thesector,consumerbehaviorremainsconsistentwiththeir pre-outbreakexpectationtomaintainorincreasedairy purchasesbothingrocerystoresandinotherchannels.The resultsholdtrueforcoredairyitemslikemilk,yogurt,and cheeseandlesscommonlyconsumedproductslikebutter andicecream.Allinall,consumerdemandfordairyinthe
aftermathofCOVID-19istrendingtowardafutureof stability.
Despitegrowingconsumerperceptionthatdairy alternativesarehealthieroptions,consumptionofdairy alternativesattheexpenseofdairyhasdramatically increasedinrecentyears.
Manyconsumersperceivedairyalternativesas“healthier” optionsthandairyproducts.Thisperceptionisdrivenbythe strongconsumerinterestinhealthandwellness.The perceptionthatdairyalternativesarehealthyoptions(rather thanunhealthynon-dairyalternatives)willdriveincreased consumerdemandfordairyalternatives.
Healthandwellnessaretopprioritiesforconsumersmaking theirpurchasedecisions.Consumersarelookingforfood productsthathelptheirhealth,anddairyalternatives provideanexcellentnutrientprofile,withplant-based sourcesofprotein,vitamins,andminerals.
Arecentconsumerpollof1,500peoplequestionedifthey hadrecentlytriedanewdairyproductinthelasttwoweeks. Thevastmajoritystatedthattheyhadnottriedanew product.However,followingCOVID-19,customers reportedtryinganewdairybrand.Themajormotivatorfor thosewhodidtryanewproductwastryingsomethingnew, followedbyavailability.Innovationandoriginality continuetoprovideappealingmethodstoacquireweary customerswhilealsoreinforcingclaimsandcommunication throughincreasinglysophisticatedmarketingstrategies.
Despiteincreasedmediaattentionanddiscourseamong stakeholdergroups,publicperceptionofdairy's environmentalimpactremainsrelativelyunchangedfrom previousyears.
Consumersresearchingdairyproductsontheinternetare increasinglyinterestedinhowdairyproductsareproduced, particularlytheenvironmentalandsocietalimpactofdairy productsaswellasanimalwelfareissues.Evenso,these consumersalsowanttoseemoreofanefforttowards makingdairymoresustainableoverall,astheywerethe subgroupmostlikelytosaytheywouldliketoseechanges inthedairyindustryonthisfront.
Thisisanindicationthatlargercompaniesmaybeshifting theirfocusfromimpacttorevenueasadditionalrevenue opportunitiesbecomemoreapparent.Developmentsin areassuchassustainabilityandanimalwelfare,coupled withgrowingsocietalconcernsaboutenvironmentalissues, continuetodriveconsumerinterestthatpermeatesnearly allstrataofthemarket.
Duringthepandemic,internetsalesofdairyproducts increasedatanunprecedentedrate.Inthemidstofahealth crisis,internetconsumersmentionedtimesavings, convenience,andsafetyastheprimaryreasonsfor purchasingitemsonline.Theywerealsolessconcerned withpricingwhenpurchasingthingsonlinevsin-store.
Followingthedisaster,polledbuyersrespondedthatthey wanttocutbackontheironlinedairypurchasesmorethan theydoontheirin-storepurchases.Thepandemichas demonstratedboththehazardsandopportunitiesof consumerbehaviorinalife-or-deathcrisis.Inapostpandemicworld,polledcustomerswanttocutbackon onlinedairypurchasesmorethantheywillonin-storesales.
Intheory,thisshouldbegoodnewsfordairyfarmerswhose produceisaddedtomanypopularconsumershoppinglists. However,producerswillhavetosharpentheircustomer insightcapabilitiestomakesurethattheystayontopofany trendsthatarisefromchangesinconsumerbehavioror learnfromthosewhoaregettingitrightandcopytheir innovations.
Healthyeatingisnolongerjustatrend;it'sthefoundation oftoday'shealthylifestyle.Consumerswanttostayhealthy andenjoyavarietyofwholesomefoodswithoutputting theirhealthatrisk.
Consumersarelookingforhealthieralternativestothedairy productstheyhavepurchasedforyearsandthisisleading themtoseekoutalternativessuchasalmond,soy,andother plant-basedmilk.Therearenumerousreasonswhy consumersaremakingthesemovementsawayfrom traditionaldairyproductsandtheyaremovingindrovesto plant-basedoptions.
Consumersareincreasinglymakingtheirfoodpurchase decisionsinresponsetoconcernsrelatedtohealthorthe desiretopromotehealthylifestyles.
Organicmilkisbelievedtoprovidenutrientsthat aidinthedevelopmentofstrongerbonesand muscles.Organicmilkobtainedfromcowsthat havenotbeengivenantibioticsorgrowthhormones,aidsin thetransferofnutritionalbenefitstochildrenandother humanswhoconsumeit.Numerousstudieshavefoundthat thismilkisbetterforourhealththanregularprocessed milk.
Accordingtothesestudies,organicmilkpossesseshigher nutritionalvalueandmoreomega-3fattyacidsthannonorganicmilk.Hence,peoplearetiltingtowardsit
consideringthehealthybenefitsitprovides.Thedemandfor thishealthymilkisgrowingrapidlyandtofulfillit,one dairyfarmwasestablished–StoneLakeAcres,whichis dedicatedtosupplyhealthymilkproducedinorganicways.
InaninterviewwithInsightsSuccess,CarolKleppe,the FarmManagerofStonyLakeAcres,sharesthejourney ofhercompany,itsofferings,andimportanceoforganic milkproducts.Belowarethehighlightsoftheinterview:
Carol,pleasebriefouraudienceaboutStonyLake Acres,itsvalues,andhowithasbeenpositionedasa leadingplayerinthedairytechspace.
StonyLakeAcresisanorganicdairyfarmoperatedbyme andmyhusbandArneKleppe.Thisfarmwasestablishedby myfatherandinitially,thefarmsizewasverysmall consisting10-15cowsonly
Igrewupworkingtherewithseeingtheprocessofmilk production.Aftermarriage,weboughtthisdairyfarmfrom myparents,andIstartedworkingasaFarmManagerof StonyLakeAcres.Weimplementednewtechnologiesinthe farmsuchas:
· Automaticmilkers
· Automatedbarncleaner
· Feedingmachineries
· Animalreproductionandbreedingtechnologies suchasartificialinsemination
· Rectalpalpation–themethodofpregnancytesting ofcattle.
· Calfhutsandtheirprotectioninwinterseason.
Carol Kleppe | Farm Manager | Stony Lake Acres
Today,thefarmisapartofOrganicValley(OV).Organic ValleyisanindependentcooperativeofthefarmersinLa Farge,Wisconsin,UnitedStates.Itwasinitiatedin1988, andcurrentlyitisoneofthelargestorganicconsumer brands.
WhatareStonyLakeAcre'sdistinctofferings,andhow havetheseproductsascertainedyourstrongholdwithin theindustry?
Well,StonyLakeAcre'sconsistsof150+cowstoproduce organicmilk.Thesecowsarefedwithorganicfodder grownonchemical-freesoilandarenotinjectedwith antibioticsandhormones.Hence,anorganicmilkweget, offershealthylifestyle.
Therearedifferentcowbreedswhichareusedforhighmilk productionasbelow:
Jersey–TheLittleBeauties.
BrownSwiss–TheOldSweethearts.
Guernsey–TheFrenchGold.
Ayrshire–TheScottishWarriors.
MilkingShorthorn–ThePioneers.
Holstein–HighMilkProduction
Carol,pleasebriefusaboutyourself,yourjourneyin theindustry,andhowyouhavecontributedtowards StonyLakeAcre'ssuccess.
IamtheFarmManagerofStonyLakeAcres.Previously, thefarmwasoperatedbymyparentswithtraditionaldairy practices.Sincewetookover,weimplementedinnovative technologiesforeffectivemilkproduction.
Besidethis,weareintoagricultureaswell.Ihavegrown maize,wheat,andfoddercropsonourcultivatedland.We havetiedupwithMAST(UniversityofMinnesota–Twin Cities),MASTInternational,UniversityofMinnesota CollegeofFood,AgriculturalandNaturalResource Sciences.
Wealsotrainstudentsfromdifferentcountriesatourfarm everyyear,whoevergetsopportunitythroughthisprogram. Since2012,wetrainedstudentsfromAfrica,Ukraine,India etc.
Takingintoconsideration,thecurrentpandemic,andits impactonglobaleconomies,whatchallengesdidStony LakeAcrefacebecauseofthepandemic?
Milkpricesweredroppedandtherewasahugelossinthe businessduetothepandemic.Ourmarketsteeped drastically,therebymakingitdifficulttomaintainourfarm management.Sincetherewasatransportationshortage,we hadtomanageallourdeliverables.Withthepandemic takingatollandshortageoffoodsuppliestoanimals,itwas graduallybecomingquitedifficulttomaintainherd'shealth. Thissignificantlyreducedourreachtoourpotentialclient, butstillwemanagedtheprocesswithourlimitedresources.
I grew up working there with seeing the process of milk production. After marriage, we bought this dairy farm from my parents, and I started working as a Farm Manager of Stony Lake Acres.
iththewidespreaddevelopmentofartificial
Wintelligence(AI),animalfarmingischangingand becomingadata-centricbusiness.AnimalAIuses advancedmachinelearning,naturallanguageprocessing andtelemetrytoincreasetheproductivityofanimalfarms. Therangeofthiscutting-edgetechnologyisvast;from helpingfarmersdevelopnewtypesoffeedfortheir livestocktoprovidingday-to-daycareinreal-time.
Currently,therearetwomajorwaysthatAIandmachine learningalgorithmscanbebeneficialinanimalfarming.
Thefirstoneistopreventillnesswiththehelpofreal-time dataathand.Mostofthetime,animalshavesomeillness thatisnotrevealeduntilitistoolate.Thisleadstoreduced efficiencyinfarming.Withtheuseofsensors,AIcanavoid thiskindofsituationbyidentifyingtheproblembeforeit surfacesaswellasbyusingmathematicalmodelingand patternstoconductmoreeffectiveanimalmanagement.
ThesecondwaythroughwhichAIbenefitsanimal husbandryisindiseasetreatment.Everydiseasehasa particularpatternsowhenadiseaseisidentifiedyoucan useAIandmachine-learningalgorithmstodetectthecause andthenpinpointasolutionforitathand.Sincethereare numerouspossiblecausesbehindcattlegettingsick,itis bettertouseartificialintelligenceandmachinelearning algorithmstohandledifferentsituationsinsteadofhumans whomaymakemistakes.
Milkproductionpercowisametricthatiswelltrackedina dairyfarm,buttherearebiggerquestionsthatneedtobe askedtomaintaintheproductionlevels.Thefeedisthe mostimportantfactorthataffectstheproductionlevelofa cow Artificialintelligencesystemscanprovideaccurate monitoringoftheamountoffeedprovidedtothecowand helpincreasetheproductionlevelsbyminimizingthe wastageandhelpinginreachingtherequireddailyfeed efficiently.
Meatisasignificantsourceofdietaryproteinallthroughout theworld.Cattle,sheep,pigs,andgoatsarethemost commonmeat-producinganimals.Toincreaseoutput, modernanimalhusbandryincludesavarietyofprocedures suchasselectivebreedingandartificialinsemination.The tacticsutilizedcanvarydependingontheanimal,its gestationalage,andtheintendedgoal.Inallsituations, however,themajorityofthesestrategiesrelyonastrong understandingofyouranimalsandtheirbehavior
Herein,AIsystemscananalyzedatacollectedbylow-cost infraredcamerastodetectabnormalitiesinthebehaviorof farmanimals.Thesamesystemscanmonitorvulnerable pigletsforsquealsofdistressandidentifypoorqualityflesh
incattletoensurethemeatisfitforhumanconsumption. Thiscanleadtoefficientmeatproductionwithaless negativeimpactontheenvironmentduetoresource consumptionandpollution.
Automationoftasksisanimportantpartofmodern farming.Onmostofthefarms,robotsareresponsiblefor manyroutineoperationssuchasfeedingbirds,collecting eggs,andremovingmanure.Manytasks,including collecting,counting,andpackingeggs,arebecoming completelyautomatedeliminatingtheneedforclose supervisionbyhumans.Alreadyanumberofrobotshave beendeployedinseveralplaceslikeautoplants,factories, hospitals,callcenters,etc.Hence,AIandroboticspossesses tremendousamountofpotentialintransformingpoultry farming.
EdibleinsectsarewidelyusedinsomeAsiancountriesand arebecomingamorecommonpartoffoodproduction becauseinsectfarmingcanhelptomeetfuturedemandfor proteinconsumption.Insectsarehighinprotein,lowinfat, andcontainessentialmicronutrientssuchaszincandiron.
Theartificialintelligence(AI)systemcangivesmartphone analyticsandtemperaturenotificationscapabilities.These characteristicsareextremelyimportantinautomatedinsect farms,whicharecriticalfortheefficientproductionof excellentfoodforhumans.Insectspeciesmaybeoptimized forfarmingpurposesusingthedatasuppliedbyAI.AIalso helpstoenhanceproductquality,increasemanufacturing efficiency,andissimpletomaintain.
Fishisanimportantfoodsourceandproteininthehuman diet.However,withtheglobaldemandsincreasing,weare nowdepletingtheearth'sfishfasterthantheycanbe generated.Thishasraisedglobalconcern,andorganizations haveadoptedvariousstrategiestoconserveaquaticlife.By expandingexistingtechnologies(suchassensors),artificial intelligence(AI)canbeusedforbetterandmoreefficient managementoffishfarms.
Artificialintelligencehasawiderangeofusesin aquaculture.Aquaculturesensorscanbeusedtocapture datalikeoxygenlevels,pH,salinity,andwaterpollution levels.Sensorsthatdetectthehungerleveloffishcanassist farmersorevenrobotsinfeedingthemappropriately Automatedrecirculationsystemscancirculatewaterbased ondataprovidedbysensors.Fishfarmingmodelsthatwere traditionallyregulatedbyhumanshavebeenautomated usingmicrochiptechnology,withrobotsemployedfor feedingfish,shuttingofflights,andcleaningtanks.
incethestartof2020,theworldhaschanged,
Switnessingthemostsignificantmovetodigitalization everexperienced.Withthepandemic,companies couldnotevenoperateunlesstheymovedemployees remotely,buildingdigitalecosystemsandinteractingwith theircustomersonline.
However,thistransitionwasfarfrompainless.Fraudalso grewatarecordpace,especiallyaccounttakeovers(ATOs), up282%from2019to2020.AlmosthalfofUSconsumers experiencedaccounttakeoverfraudinthelasttwoyears. Oneofthebiggestchallengeswithaccounttakeoversis friendlyfraud(whenafamilymember,friend,oranother knownentityperpetratesthefraud),whichaccountsfor almostaquarterofAmericansexperiencingfraud.
Howcanyouprotectyourcustomersfromfriendlyfraud whenfriendsorfamilyareoftenfamiliarwithusers' passwordsorotherinformationaboutthem,liketheir mother'smaidennameorwhatcitytheygrewupin?What stepscanyoutaketoprotectyourorganization,its reputation,andyourclients?
Asyouprobablyalreadyknow,passwordsarenotenough toprotectyourcustomers.Theyaredifficulttoremember, notverysecure,andhighlyvulnerabletodatabreaches.
Manycustomersusethesamepasswordacrossvarious accounts,furtherweakeningtheirviability
Thenextlayerofsecuritycompanies'add-onstosecure accountsistext-message-basedone-timepasscodes(SMS OTP).Atextmessageissenttothedevice,whichthe customermustthentranscribetoauthenticatetheiridentity. Theseareubiquitousthesedaysbutnotassecureasmost peoplethink.Theyareextremelyvulnerabletophishingand canalsobestolenviaSS#7typeattacksthattargetsecurity flawsintheunderlyinginfrastructureinthe telecommunicationsnetwork.ThereareevenOTPBots (botsprogrammedtorobocallunsuspectingvictimsand convincethemtoturnovertheirone-timepasscodesor SMScodes).Becauseallthecustomerhastodois transcribethenumbertoconfirmtheiridentity,any fraudsterwhoisabletogetaholdofthatnumberthrough phishingoranothertypeofattackisabletocompromisethe account.
Knowledge-basedauthentication(KBA)utilizessomething thecustomerknowstotrytoauthenticatethem.The problemwiththeseisthatwiththegrowthofsocialmedia andthevastamountofinformationavailableabout everyoneonline,itisalmostimpossibletofindquestions thatcannotbesociallyengineeredbutthatthecustomerstill remembers.
Kyle Rutherford is the Founder and CEO of Asignio. In the fi h startup, he has been involved; Kyle emphasizes looking at a problem from all sides and trying to find a new angle for a solu on. Kyle u lizes his business background from Harvard Business School and his technical exper se from past ventures to be a visionary in the digital iden ty realm.
Known to be one of the best technology leaders, Kyle has surpassed barriers and is exemplifying the world with inclusive leadership in the global technology space. He has mul ple feathers on his hat, and Asignio is one of them in the bright spotlight.
Biometricsaregreatandsolvequiteafewofthechallenges seenwiththeabovesolutions.However,mostcompanies thatutilizebiometricsforauthenticationcurrentlyrelyon on-devicebiometricslikeTouchIDandFaceID.These systemscanbeeasilyresetwithjustaPINanddonotwork acrossdifferentdevices.Mostbiometricsarealso permanent,whichmatterslessforfriendlyfraud,butis especiallyconcerningforothertypesofaccounttakeover fraud.Forexample,ifthereissometypeofdatabreachand yourthumbprintorFaceIDbecomescompromised,thereis nowaytoreplaceorchangethem.
Friendlyfraudisespeciallyhardtostopbecausethe perpetratorknowsthevictimandoftenhasaccesstothem. ThismeansthattheymaybeabletoseeandcopytheSMS OTP,knowthecustomer'spassword,orknowinformation thatwillallowthemtogetaroundKBAs.Theyalsomaybe abletogetaroundbiometricsbysnappingaselfie,resetting theuser'sFaceID,ortheirthumbprint.Friendlyfraud providessignificantriskbothintermsofreputationalrisk andmonetaryrisk.Studiesshowthatover60%of customerswillchangeinstitutionsiftheyexperience identityfraud.Sohowdobusinessesorinstitutionscombat it?
Asigniohasdevelopedasign-insystemthatthwarts accounttakeoversandalltypesoffraud,includingfriendly fraud,keepingyourcustomer'sdataandaccountssafeand secure.Theyuseasynchronousdualbiometric authenticationtoverifyit'sreallytheuser.Thesystemtakes aliveselfiewhiletheusersignsinonanytouchscreenwith theirownpersonalizedAsigniosign-inusingsymbolsor letters.Theuserisidentifiedandauthenticatedviapassive facialrecognitionandAsignio'spatentedhandwriting identificationtechnology.Ifsigninginonadevicewithno touchscreen,thesystemautomaticallyconnectstotheuser's phone,wheretheycansigninforverification.Itisquick, easy,andmoresecureandcanbeusedacrossalldevices, eliminatingtherisksassociatedwithpasswords,SMSOTP, andKBA.Also,byutilizinghandwritingrecognition,the Asigniosignatureischangeable,eliminatingoneofthe biggestchallengesforhardbiometrics–theirpermanence, thefactthattheycan'tbechanged.
Asignio'ssystemisalsoeasytoimplementforinstitutions bysimplyaddingafewlinesofcode.NoAppandno complicatedinstallation.Thebusinessorinstitutionsends
outanemailtotheirusers,whosignupinafeweasysteps –entertheiremail,allowtheselfie,createandpracticetheir signatureaboutfivetimes,setupvoiceasanaccount recoverymechanism,andthenthey'redone.Oncesigned up,userscansigninsecurelyforaccountaccessortransact anytime,anywhere.
OneofAsignio'sproducts,theirSMSBiometric,cansimply besentinplaceofSMSOTPs. IftheuserhasanAsignio account,theycansigninusingthat;ifnot,thesystem defaultstoanSMSOTP,soanybusinesscanselectively rollouttheAsigniolevelofsecuritytouserswhoneed high-levelsecureauthentication.IfanAsignionuser, insteadofaone-timepasscode,theuserclicksonalinkthat leadsthemtotheirAsigniolog-inpage,wheretheysignin usingtheirpersonalizedcombinationofsymbolsandletters (aliveselfieistakenwhiletheydothis)togetsecure access.It'salmostimpossibleforeventheuser'schildrento copytheirsignature,andtheuserwouldhavetokeeptheir faceinfrontofthecamerasimultaneouslyfortheselfieto getin.Prettydifficulttosneakthatonebyauser
TolearnmoreabouthowAsigniohelpsprotectyouand yourcustomersandthedangersoffriendlyfraud,goto web.asignio.comorcontactCalvinRutherfordat calvin@asignio.com.
