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HOME > 特集  >顧客力で農場は変わる...

特集

顧客力で農場は変わる【前編】 | 農業経営者8月号 |  (2007/08/01)

特集

経営改善のヒントは顧客発想にあり



「農業は食べる人のためにある」「農場はお客様のためにある」――この事実を出発点に据える農場は、たゆまぬ経営改善を続けられる。あらゆる商売は顧客に始まり、顧客にかえる。この極めて当たり前のことを実践できているからだ。しかし、人はしばしば“顧客の声”より“自分の都合”を優先しがちだ。では顧客起点の発想に転換するにはどうしたらいいのか。3つの成功農場をモデルに、顧客力=「顧客発想を経営者の中に取り込んで農場の力に変えていく能力」を解き明かす。(以下つづく)

契約生産のシステムを革新して事業が成長



【生産者】多田 正治氏
「一人で事業を独占しない 全員に儲けてもらいたい」
【顧客】多田 誠克氏
「今思えば、願ったり叶ったりの出会いでした」

ゴボウの請負作業に励んでいた一人の男が加工用ジャガイモと出会い、自ら顧客起点の産地開拓に挑んだ。その後四半世紀に渡って、メーカーと生産者双方のニーズを満たす事業モデルを改善し続けた。 (以下つづく)

客の好みをデータ管理し糖度・酸味を最適化



【生産者】岩武果樹園岩本 圭司氏
「顧客ニーズに応えるため常に進化していきたい」
【顧客】藤代 弘之氏
「営業努力する姿勢に感動しました」

家業の果樹園を継いだ元証券マンが、農協出荷から産直に乗り出す過程で気付いた真の顧客ニーズ。それ以来、ニーズを取り込み、さらにニーズの先をいく農場として進化し続ける。 (以下つづく)

求められるコメの条件に気付き商品改良で挽回



【生産者】荻原 昌真氏
「自己満足のこだわりには値段はつかない」
【顧客】多田 正治氏/(有)多田商事社長川崎 好之氏
「生産者を変えるのは食べる人の意見が一番」

地元では有名な特A米産地としての自負も、東京での低評価に愕然。生産者にどんなこだわりがあろうと、消費者が気に留めない情報には値段がつかないことに気付き、無農薬米の商品化を実現。 (以下つづく)

顧客の声に応え切ると“想定外”の力が生まれる



顧客の声をどこまで受け入れたらいいか。対応すれば「作業時間が大幅に増える」「余計な経費がかかる」など目に見える“負担”に対し、“見返り”のほうは定かではない。やるべきかどうか、経営者として悩むところだ。そこで読者に聞いてみた
――顧客の声をどう見極め、なぜ負担を乗り越えられたのか? 回答結果は意外だった。負担で悩む前に、要望やクレーム、期待に実直に答え切ること。結果、“想定外”の見返り=力が生まれるという。 (以下つづく)
※記事全文は農業経営者08月号で
Posted by 編集部 13:30

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