STRATEGIC FOCUS AREA
INTERNAL INTEGRATION OF
THE CUSTOMER
Leveraging customer intelligence across the Senwes Group to ensure
integrated, value-adding solutions to customers in order to
ensure that a greater share of the customer’s wallet is spent across
the group, whilst retaining current customers and expanding the
customer base through the addition of new clients.
Objectives
� Improved customer relationships and consequent retention of
customers.
� Gain new customers.
� Secure an increased share of the customer’s wallet spent across
the Senwes Group by offering a fully integrated business solution
rather than a once-off product and/or service.
Top-of-mind risks
� Market size and market share risk.
� Transition and customer risk.
� Diversification and agricultural industry risk.
� Unique competitor risk.
For more detail on top-of-mind risks, see p. 84
Reflecting on the progress to date
The loyalty scheme (AgriRewards) was implemented and
has been active since the 2017 reporting period.
A platform for integration, OneAgri, has been developed.
Customer integration forms an integral part of the manner
in which the different segments of the group deliver
pro ducts and/or services to clients. It also has a significant
impact on the group’s ability to retain and grow its
customer base. Customer integration has been driven
hard by the business units of the group, so much so that
it is now a part of the DNA of their businesses.
Established a Business Engineering division, which largely
focuses externally, on investment, financial and risk solutions
for clients.
During the 2019 reporting period, the Business Engineering
division launched a range of services to add to
farmer clientele services.
Looking ahead
� Given continuous technological advancements and the rate at
which clients’ needs are evolving, there will be a constant drive
to increase the share of clients’ wallets spent across the Senwes
Group through innovative, integrated, top-of-the-range, solution-driven
products and services backed by advice.
� Continued analysis of the group’s client base to identify further
opportunities.
46 ROOTED IN AGRICULTURE