Context:
The client is a vegetable processing company that is engaged in contract farming with 2000 marginal farmers for growing Gherkins and other vegetables. The company wants to develop a loyalty culture among its workforce based on proven methodologies.
The Ask:
The company wants to understand the challenges faced by farmers and develop impactful solutions to create a long-term loyalty culture among them. The aim is to imbibe the company’s values and create a sense of belongingness among the farmers.
The Activity:
The company started with a persona deep dive to understand the challenges faced by the farmers. They mapped the stakeholder journey and identified the pain points, expectations, and experiences of farmers across their engagement with the company. Based on this, they ideated and prioritized impactful solutions to create a loyalty culture. They designed the blueprint for operationalization.
The Innovation:
The company innovated in the area of loyalty culture development by focusing on the farmers’ needs and experiences. They identified key pain points and addressed them with impactful solutions. They created a sense of belongingness among the farmers by imbuing the company’s values and creating a supportive culture. The company also provided technical support and conducted visits twice a week to monitor the crop, which created trust and loyalty among the farmers.
Anticipated Outcome:
The anticipated outcome of this loyalty culture development initiative is to create a long-term relationship with the farmers and improve their productivity and profitability. By creating a supportive culture, the company aims to retain its workforce and ensure a sustainable supply chain. This would lead to better quality products and a stronger brand image, which would ultimately benefit the company’s stakeholders.
Testimonial
https://drive.google.com/file/d/1W4IgPk8vRP9lUpODI7Dr_INz1VYqB9hW/view?usp=share_link