STATE OF FLUX
2014 GLOBAL SRM RESEARCH REPORT
CASE STUDY 83
GOING FORWARD, COMMUNICATION AND READINESS FOR CHANGE ARE KEY TO REAP THE FULL BENEFITS OF THE VOICE OF THE FARMER PROJECT From the outset, we stressed the importance of: ö ö Ongoing communication From the outset communication has been key, and maintaining this as the project reaches
Step 4 – Interviews The usual approach for Voice of the Supplier interviews is to conduct them via scheduled telephone conferences. For Voice of the Farmer, we recognised that this approach would not work. For Dairy Crest’s farmers business is more often conducted out and about around the farm or over the kitchen table. We scheduled follow up ‘on-farm’ interviews with a cross- section of farmers representing different regions, farm sizes and contract types, to ensure all profiles were represented in the picture drawn from the farmers’ feedback. Our team travelled over 1,500 miles visiting farms from the Fens of Lincolnshire to Cornwall, and spent at least an hour at each interview to explore their points of view in more detail. Step 5 – Report and recommendations The findings of the survey and interviews have been fully documented and have revealed a
the end of its first phase is vital. All stakeholders, both internal and most
importantly the farmers who have given up their time to participate, need to be kept informed and involved. ö ö Commitment to implement change Internal resistance to change or lack of follow-up after the completion of the project could be even more detrimental to Dairy Crest than the previous status quo. On the other hand, the benefits of a Voice of the Farmer – or its Voice of the Supplier equivalent – can be game-changing if a clear implementation strategy and communication plan is executed in a timely fashion. The feedback we sought from farmers helped us identify where change is necessary for Dairy Crest to become a ‘customer of choice’. Responding to this feedback will, ultimately, allow Dairy Crest to improve the implementation of its milk supply strategy – a core element of Dairy Crest’s overall business plan.
number of opportunities. These will be presented to, and discussed with the management team at Dairy Crest.
Step 6 – Planning workshop The final step will be to distil the survey and interview feedback down into a number of actionable areas, and develop the necessary plans to build on the strengths of existing relationships. We will also develop action plans in the areas identified for improvement. This will be done at a facilitated workshop where the focus will be on action.
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