Customer Relationship Management in the Agricultural Machinery Market

Conclusion

All agricultural companies, including those concerned with agricultural machinery resale, must adopt Customer Relationship Management as a tool by which they get to know their customers. This will facilitate them to adequately meet the customers' expectations and thus ensure their loyalty. CRM must be approached as a mission or business technique, more than as just a concept or a tool, and the whole company must adopt it.

As the dealers of farm machines face restrictions in determining the price and range of their products, they need to invest in marketing methods that will improve the image of resale. The customer must understand resale as a problem solver; and the dealer must be always available or easy to contact, and ready to serve the customers.

When the dealer surmounts the barrier of acquiring the farmers' information, the greater hardship of applying CRM in the case of the resale of agricultural machinery and implements, will possibly be how to utilize the information they have gathered. Only if the company is able to systematize all its data will there be a richer relationship between the company and the customer; apart from this, all the employees of the company must closely follow the technique of relating to the customer, as this is fundamental for the CRM to be successful in retaining the customers and produce the desired improvement in the outcome. In this instance, the information gathered by the sales team will prove highly beneficial in understanding the type of machinery that the farmers possess or desire to purchase. Besides, maintaining after-sale connections with the customer facilitates the assessment of expectation versus service, with the intention of always retaining the customer.