Redefining Customer Experience Through Behavioral Insights
About the client
A global leader in plant physiology and biological solutions, this company has been dedicated to helping farmers maximize the genetic potential of their crops since 1970. Through cutting-edge research, advanced technologies, and deep agronomic expertise, it develops innovative solutions that enhance plant resilience, optimize growth, and improve productivity.
Challenge
Overview
For one of the world’s largest agribusinesses, creating a unified vision for the future of customer experience required a deep understanding of rural producers and distribution channels—their pain points, motivations, needs, and customer journeys.
Through qualitative interviews and quantitative research, a unique segmentation framework emerged, demonstrating that the same profile can exhibit different behaviors depending on context. This finding reshaped the approach to customer segmentation, shifting from rigid classifications to a dynamic, context-driven model.
Key deliverables: From Insight to Action
Key deliverables included qualitative insights, behavioral segmentation, supplier engagement strategies, alignment with existing segmentation, and an opportunity map linked to business strategy—empowering a more adaptive and customer-centric approach.
