Author Archives: Bill Keogh

About Bill Keogh

Keogh is president of AgKnowlogy. AgKnowlogy is a group of agribusiness professionals, Certified Crop Advisors, software developers and analysts who created a suite of knowledge tools that improve customer loyalty and company profitability.

Changing The Conversation

I recently participated in a webinar where the topic was “becoming a customer conversation centric company.” Customer conversations are a major focus for companies in diverse sectors, including finance, telecommunications, consumer, and business-to-business. This focus has intensified as companies strive to transition from marketing (mostly telling customers something) to developing communities where customers feel part

Do Customers Bounce Back?

As you prepare for the intensive spring selling season, it’s a good idea to assess the early warning signs of customer loyalty you may have received from customers last year. After working with retailers and their sales data for many years, I have learned the previous year’s sales are a leading indicator of what a

Creating Customer Alignment

Recently, I’ve heard concerns from some ag retailers about their difficulties in selling seed. Much of this seems focused on margin received for effort delivered. It’s a reasonable concern, but unfortunately these concerns hide a greater trend. Many full-service retailers may be missing the opportunity to fully participate in one of the greatest opportunities in

Seed Money

In my September column, I discussed data from AgKnowlogy’s Customer Ex­perience Monitor showing full-service retailers often have a lower Net Promoter Score (NPS) for seed vs. farmer-dealer seed specialists. While a full-service retailer might have a NPS in the 25% to 35% range, a Pioneer or DeKalb seed specialist could often have an NPS in

Seed Selling: Loyalty Pays

In today’s highly competitive market, it is difficult to achieve a sustainable competitive advantage without achieving superiority in service delivery. As part of AgKnowlogy’s Customer Experience Monitor, we measure the willingness of growers to recommend their Primary and Secondary retailers to another grower. When this willingness to recommend is analyzed from many growers, a Net

Designing Outstanding Service

Services represent approximately 80% of U.S. Gross Domestic Product, so to say we live in a service and experience economy is no exaggeration. Over the past months, I have written how customer experience is a key driver of loyalty. In the recent past, when product differences were more distinct, customer experience played less of a

Taking Action With Customer Measurements

As I read the financial news, much of the buzz is on layoffs, loans, restructuring, and in ag, inventory write downs. I hear talk of workers, but not of customers. So I am thinking, how customers will emerge from the recession? Here are some predictions. Your customers will be less trusting at the end of

The Customer Corridor

Recently, I came across something called the Edelman Trust Barometer, published by the public relations firm of the same name. I wasn’t surprised to learn that across the globe, most people trust companies less this year than they did the year before. Imagine that! Leading companies from every sector of the economy have recklessly squandered

Building A Net Promoter Road Map

Last month, I provided a high-level view of getting sales staff aligned with customers in your company or organization using a customer loyalty metric like the Customer Experience Monitor. We discussed why change is hard and the importance of getting front-line staff aligned and involved with improving customer loyalty. This month, we will begin building

Getting Aligned With Customers

Last month, we started discussing how to drive changes within your company that will impact loyalty. The first topic of discussion was why change is hard and the management breakdowns that can limit an organization’s ability to become truly customer focused. This month, we will discuss how companies are often out of alignment with their