How Harris Farm Markets is getting to a single view of customers

Fresh food retailer shares how it is pulling customer interactions into a single system to ensure it treats consumers like royalty

When you are taking on the giants in an industry, it pays to treat every customer like royalty. That starts with getting to know them better.

But for fresh food retailer, Harris Farm Markets, the desire for better customer management was hampered by customer interactions that were fragmented across a number of channels.

“We had all of these customer interaction points, which weren’t assigned to a single customer view,” says online operations manager, James Kerridge. “It was hard for us to maintain any form of CRM with a customer. Customer referral is a huge channel of growth, particularly for our ecommerce business, so maintaining a very strong customer experience is paramount to the success of our business.”

In mid-2015, the company began searching for a solution that would pull its many channels, including inbound calls, in-store visits, Facebook interactions and emails, into a single system. Harris Farms’ goal was then to take that information and combine it into an internal CRM that could be tied to other digital systems such as its NPS surveys, email marketing and ecommerce software.

After a brief search, the company selected Zendesk.

“It was quite affordable to start with, and the setup was so simple,” Kerridge says. “We started with a trial, and we had the whole solution set up within a couple of weeks.”

The system is tied into Harris Farms’ loyalty program, Friends of the Farm, which assigns a unique number to every member.

“Whenever they email us, we pick that up and we are able to identify them as a member and speak to them at a much more personal level,” Kerridge says. “In terms of our overall customer experience, it is fantastic. We are collecting everything. Any interaction on Facebook, email, over the phone and so on creates a ticket that is then classified.

“There are a lot of administrative benefits, and we are able to get some strong KPIs on how quickly we are responding to customers and that sort of thing.”

Having all customer interactions captured in one system is also turning up new insights.

“We’ve noticed things, like for some of our stores we have a customer base that is far more engaged digitally than others,” Kerridge says. “We have also been able to highlight two main pain points that are now getting full company resource and attention.

“We are asking what other sort of interactions we can capture and automate through Zendesk, and at the same time, we are looking for more pre-emptive angles, such as the option of being able to contact customers to say ‘hey, your delivery is running five minutes late’ well before the fact occurs.”

As a result, Kerridge says Zendesk is playing a key role in Harris Farm’s transformation and overall business growth strategy.

“We’re a very ambitious organisation, and we are taking on the big boys,” he says. “We have to be very lean and agile and execute big ambitious goals.”

Read more about Harris Farm and how it's CIO and marketing leaders are juggling data with delivery

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Putting the ‘human element’ back in marketing

During the recent CMO Momentum conference, Paul Mitchell shared how marketing leaders can create cultures that deliver

Paul Mitchell

Managing director, The Human Enterprise

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

I am seeking a loan in the amount of $ 90,000.00USD in an effort to consolidate all outstanding debt into one payment. I am trying to cle...

Angelina Marcus

Kmart turnaround chief to exit Wesfarmers, Target

Read more

I have been suffering from (HERPES) disease for the last two years and had constant pain, especially in my knees. During the first year, ...

Steven Kizzy

KPMG Australia appoints ex-Publicis leader as head of brand strategy

Read more

When they say they had to much focus on traditional media, this is code for very bad creative, and very bad category strategy, Clearly th...

Rob

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

play barbie games https://www.barbi-igre.net/

Karlo Bozak

Rethinking gamification in marketing

Read more

There are lots of software tools available online that can do what you are asking about and also trace the location of a cell phone and e...

Curtis Bacchus

CMO's top 10 martech stories for the week - 9 August 2018

Read more

Latest Podcast

More podcasts

Sign in