Evolving Customer Relationships With Subscriptions

Subscription-based business models are changing industries from movies to media to software, and they’re altering animal health, too. Thanks to the steady customer relationships they allow, we are finding such models are a growing way to support our customers and ensure ongoing innovation for them.

At our company, we’ve seen the power of subscriptions firsthand. Our Livestock Monitoring subscription program launched just two years ago now includes multiple dairy monitoring products. This new way of working helps more dairy farmers adopt technology to improve their farms with the latest, up-to-date technology and easy-to-understand real-time data. It also deepens their relationship with us by offering continuous value. 

Imagine the ability to have better control over the health of your dairy herd — a specialized set of eyes on the farm, while matching the monthly investments with the returns that the technology will provide. This solution provides farmers with a way that better matches their cash flow, while also helping them anticipate the future needs of their business. It’s the wave of the future and a competitive differentiator. No wonder dairy farmers across the world subscribe to our Livestock Monitoring subscription platform to improve the health and well-being of their animals.

Subscription models also require more from us, a good thing for our business and farmers alike. A subscription model demands we maintain excellent customer support before, during and after the initial sale. We must not only maintain our product offerings, but also continuously improve them. When a customer buys a subscription, they don’t expect to have the same technology a year later and, therefore, we need to keep up with the ever-changing needs. And subscription models offer us the ability to stay closer to our customers, investing in our relationship with them, which enhances our ability to reach even higher customer satisfaction levels.

Importantly, subscription models have benefit for us, too. They accelerate technology adoption and build long-term relationships and customer knowledge, allowing us to invest in industry-leading customer support. Through sustained partnerships, we can prove ourselves repeatedly. Put simply, the models are transforming how we do business.

Now that we’ve seen what subscription models can do for dairy farmers, we’re exploring how we can bring a similar approach to other customers who benefit from our monitoring innovations. It’s our way of ensuring they can be part of the innovative future of the animal health industry while taking better care of their animals, too.