Great customer service is key for direct to consumer (DTC) farms and food hubs. It not only keeps existing customers happy and loyal but also attracts new ones, which is essential for the success of local farms.
Running a farm definitely has its challenges, especially when it comes to managing and making sure orders are delivered on time. But no matter what, making sure customers are happy should always be your top priority! In fact, 88% of customers say good customer service makes them more likely to purchase again.
At Local Line, we value great customer service, so we've put together eight actionable tips for building strong and long-lasting customer relationships!
Key takeaways
Understand your customers to tailor product offerings and options (e.g., fulfillment, payment) that appeal directly to their interests.
Consistent communication with customers during on and off-peak seasons fosters a community, increases brand loyalty, and drives sales by keeping customers informed and engaged.
Active listening, empathy, and positive language can go a long way in building customer trust and satisfaction.
Go beyond simple transactions! Use feedback or input to seek ways to improve your offerings (i.e., send customer surveys, implement loyalty programs).
What does great customer service look like?
Great customer service support is essential for any business to thrive. It involves providing a positive experience by meeting customers' needs and exceeding their expectations.
As a rule of thumb, great customer service is centred around these four key elements:
Empathy: Understanding and connecting with customers emotionally and relating to their needs and concerns.
Adaptability: Flexibility in meeting customers' evolving circumstances and preferences.
Commitment: Consistent efforts to meet and exceed customer expectations.
Value: Providing a positive experience that encourages repeat business and referrals.
Benefits of excellent customer service for farms
Offering excellent customer service comes with the following benefits:
Increased and repeat sales: Ensures stable revenue streams and customers are likely to make repeat purchases.
Positive reviews: Enhances reputation and attracts new business through positive word-of-mouth (i.e., in person or online).
Better community support: Satisfied customers foster a sense of trust and support within the local community.
Facilitates effective cross-selling and upselling: By building trust and understanding customer preferences, you can recommend additional products (i.e., suggesting herbs to an order of vegetables) or higher-value options (i.e., introducing a new and better quality cut of beef). This can increase sales and your average order value (AOV).
8 best practices to master great customer service
1. Get to know your customers and target market
Understand your customers to tailor product offerings that appeal directly to them. To identify your target market, research your ideal customer's demographics (e.g., age, household income, marital status). Get this information by surveying individuals or using available demographic data tools online.
This information can help you:
Pick the right package sizes to sell (i.e., pounds, container, litre).
Adapt to different customer needs (i.e., different household sizes, some are located farther or closer).
Select a mix of products that really speaks to your customers. Cater to different preferences while keeping the selection manageable–this avoids overwhelming customers with too many choices.
Use Local Line's Customer Management features to track customer information, preferences, and order history in one place!
Keeping in touch with customers is important for building a strong community. Keeping them in the loop and getting them involved can boost their loyalty to your brand and even help drive more sales.
Here are some ways to foster consistent and meaningful communication:
Share regular updates: Let your customers know what's going on (e.g., share farm updates, behind-the-scenes content) so they can feel more connected to where their food is coming from.
Leverage email marketing: Create automated campaigns (e.g., new product updates, upcoming promotions) to keep customers informed and engaged on a regular basis.
Get social: Engage with your audience on social media platforms (e.g., Facebook, Instagram) and share engaging content (e.g., posts, videos, polls) which can help drive more traffic to your online farm store.
Active and empathetic listening is key to building trust and making sure our customers are happy. It's also a great way to learn how to improve your products and services.
Here’s how you can display active listening and empathy:
Give customers your full attention: Avoid interrupting when they provide feedback or express concerns. Show them you value what they have to say.
Show genuine interest: Ask questions to really understand their point of view and engage with their ideas.
Pro tip: If you offer pick up, allocate sufficient time to chat with customers to connect more. This shows that you’re interested in them beyond their transaction with your business.
Paraphrase and summarize their feedback: This confirms that you understand and shows that you respect their feelings. It also encourages more open communication.
A solution-focused approach strengthens customer trust and loyalty. Customers tend to appreciate businesses that prioritize their needs and proactively address concerns.
Consider these tips the next time you encounter a problem with a customer:
Resolution-oriented approach: Listen attentively to understand the customer’s issue and work together on finding a solution that satisfies their needs.
Take ownership: Own up to any mistakes or shortcomings and let the customer know you're dedicated to making things right.
Follow-up: Check back in with the customer to make sure they're happy with the solution. This shows them you care about their satisfaction and allows for any additional feedback or adjustments that may be needed.
Document it: Record all problems and solutions as well as the process for future reference. Communicate this to any staff working on the customer front so everyone clearly understands the protocol.
5. Offer flexible fulfillment (where it makes sense)
Flexible fulfillment can improve overall customer experience, increase satisfaction, and strengthen your reputation as a responsive and customer-focused business.
The next time you’re strategizing your fulfillment, remember these tips:
Variety of ordering methods: Make it easy for customers to order by offering different ordering options (i.e., online and in-person stores).
Offer different payment methods: Include different payment methods (i.e.,cash, e-transfer, POS, or ACH payments) to cater to different preferences.
Convenient pick up and delivery options:Provide convenient pickup locations and desired delivery zones and communicate clearly about delivery schedules to streamline the purchasing process.
Go beyond simple transactions to creating an engaged customer base. This builds a loyal customer base that feels connected to your farm.
Here are some ideas to engage and/or educate your customers:
Share recipes and tips: Give customers recipes, cooking tips, or storage advice to help them make the most of your products. This can inspire them to try new things with your products!
Host events and workshops: Organize farm tours, workshops, or events to foster a sense of community and enhance their connection to your products and your brand.
Provide regular updates: Keep customers informed and excited about your farm by sharing regular updates on new offerings and seasonal changes (i.e., share through newsletters, social media, email, or your farm website).
7. Maintain customer loyalty and retention
Maintain customer loyalty to ensure a stable and engaged customer base that feels valued and connected to your business. This can lead to sustained growth and a stronger community presence.
Here are several ways to maintain customer loyalty and retention:
Gather feedback: Get feedback through surveys or reviews so you can understand what they like and what you can do better in (i.e., the packaging, how often you deliver, or payment methods).
Pro tip: Set up an automated email after [X] days post purchase or [X number] of orders to get them to provide feedback.
Implement changes: Act on customer feedback to show that you value their opinions and are dedicated to their satisfaction.
Getting ready for the upcoming season ahead of time not only keeps business steady all year, but also gives you the chance to focus on delivering excellent and reliable customer service!
Here are some ideas to successfully navigate peak season in advance:
Plan marketing efforts: Use the off-season to prepare your marketing campaigns (i.e., make email templates, use a social media calendar) to ensure smooth execution when demand is high.
Consistent engagement: Maintain consistent communication with your customers even during slower periods. Share updates to keep your brand top-of-mind and build anticipation for the busy season.
Grow your farm's success with better customer service
Implementing these customer service tips can strengthen your relationships with customers and create a supportive community around your business.
To further enhance your operations and customer service, use Local Line's all-in-one farm e-commerce platform. It helps streamline your processes, improve customer interactions, and grow your business. Start applying these strategies today, and watch your farm or food hub flourish!
Get started with Local Line
Learn why Local Line is trusted by thousands of farmers and food hubs around the world.
Frequently asked questions (FAQ) about customer service for farms and food hubs
What is the best way to communicate with customers during busy seasons?
Being proactive and consistent is key to great customer communication. We recommend using email as it’s more personal, direct, and immediate. With Local Line, you can set up scheduled price list emails or send one-off emails to your customers.
How can I manage increased order volumes effectively?
To manage increased orders, use an online order management system like Local Line. This will help you streamline your processes, keep track of orders, and reduce errors. Offering flexible pickup and delivery options can also help balance the demand.
What should I do if a customer is unhappy with their farm order?
First, you want to determine the source of the problem. From there, actively listen to your customers' concerns, show empathy, and work towards a solution. When doing so, remember to keep a common ground and focus on the solution. Offer a resolution by compensating the customer and recording the complaint to avoid repeating the same mistake.
How can I improve engagement with my farm customers?
To boost engagement with your customers, try sharing regular updates and behind-the-scenes content on social media. Providing special deals, recipes, and hosting events like farm tours or workshops can also help foster a sense of community. Don't forget to personalize your communication to cater to your audience!
Lisa is Local Line's Content Marketing Specialist. Helping with their content strategy, she equips farmers with the tools and knowledge they need to succeed.
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