Customer-Driven Innovation

This is Tim Hammerich of the Ag Information Network with your Farm of the Future Report.

There’s no shortage of options when it comes to choosing a brand or fleet of farming equipment, so what sets one product apart from another? Joe Miller says at CNH, they keep their world-class reputation by creating a product designed by farmers, for farmers.

Miller... "We've come to this solution, not just because we've had a bunch of engineers and product guys sitting in a room. We've had a lot of customers come in the room. These customers have molded the joystick, told us what kind of angle they like, where do they want the buttons for their thumb, how do they want to naturally sit for long days in the field where they don't have to think about where the buttons, the controls are that way they can focus on mind-taxing and more challenging aspects of their operation, which is getting the crop, you know, planted and getting the crop out of the field."  

Miller says having farmer input is what inspired their CDPD process, or customer-driven product design.

Miller... "It's always having that engagement with customers and getting the customer feedback. And you can tell when you're having a conversation with a farmer or rancher, they can tell you, you know, you can tell right away where they're satisfied with certain aspects of their operation. They'd like to see us do a little bit of different things with our products, right? They'll even bring up questions. They'll bring up concerns. We take that back as a portfolio team, working with our engineering teams and working with the precision teams, the commercial sales guys, and say, what can we do to help head off these challenges, get in front of these issues that our customers are facing today, and maybe we'll be growing tomorrow and how do we provide the solutions that are really valuable to the customer."

Learn more at caseih.com.