Case Study: Basic American Foods: Making Customer Loyalty a Company Staple
Basic American Foods (BAF) was founded in 1933 by brothers Jack and Bill Hume in a modest dehydration plant using a technology later adapted for potatoes. Today, Basic American Foods (BAF) is the leading supplier of convenient dry potatoes and beans to the North America food service market, and the company remains in family hands under the leadership of Jack’s sons. Its product brands Potato Pearls®, Golden Grill®, Savory SeriesTM, and Santiago® are a much-loved staple for many American and Canadian consumers.
Basic American Foods’ customers are a wide range of businesses that include foodservice distributors, commercial and non-commercial foodservice operators across a wide range of segments. The company was confident that it had strong relationships with these customers, but lacked a metric to quantify the strength of these relationships.
It wanted an opportunity to establish a dialogue with its operator customers, and a system of measurement that would gauge customer advocacy levels. BAF also wanted to find a systematic approach to identify and leverage its strengths, build on its weaknesses, and maintain its competitive advantages in an extremely competitive environment.
This project team found that Net Promoter® offered the best value to deliver what BAF needed, a clear, simple, effective metric of assessing customer loyalty and satisfaction.
This case study examines how they managed their Net Promoter project with CustomerGauge – surveying their b2b food clients.
Result: +60 NPS
BAF found that its customers have a deep emotional connection with its products, and many comments were very positive not only about the products, but also about BAF as a company. It has recorded exceptionally high Net Promoter Scores above +60 from the beginning till the latest recorded, and found that according to its customers, its biggest strengths are ease of preparation, taste and consistency, and overall consumer satisfaction.
CustomerGauge are proud of having such a loyalty inspiring client. Download the full case study here.