Global Customer Survey Focusing on ESG and Digital Engagement
Haifa Group Case Study
In a Nutshell
Sarid Institute conducted a global customer survey for Haifa Group, targeting both Haifa-affiliated and non-affiliated distributors and end-users. As part of Haifa’s unique and holistic ESG (Environmental, Social and Governance) impact strategy, the research focused on three key areas: customer satisfaction, digital channel effectiveness, and the role of environmental sustainability in purchasing decisions. The results revealed that sustainability is a critical factor for customers, and satisfaction with Haifa’s digital tools has improved compared to the previous survey. The findings provided Haifa with actionable insights to enhance customer impact and engagement.
Background
Haifa Group is a global leader in producing and distributing specialty plant nutrients and potassium nitrate products. With a broad international customer base, Haifa continuously seeks to understand and respond to the evolving needs of its distributors and end-users. Recognizing the increasing importance of sustainability and digital engagement on customer behavior, Haifa partnered with Sarid Institute to gain deep insights into global customer expectations and their experiences.
The Challenge
In a competitive and rapidly evolving market, Haifa aimed to:
- Gauge customer satisfaction across products, services, and support.
- Evaluate the performance and usability of its digital tools, which are key to customer interaction and engagement.
- Understand how environmental sustainability influences purchasing decisions, and assess its influence on customer loyalty and brand perception.
Haifa also sought to compare current customer feedback with results from a previous survey, to assess progress and identify areas for continued improvement.
The Solution
Sarid Institute designed and conducted a comprehensive global survey, targeting thousands of distributors and end-users worldwide, both partners and non-partners of Haifa. The survey employed a quantitative approach from key markets. It measured customer satisfaction, digital channel engagement, and the impact of sustainability on purchasing behavior, while benchmarking the findings against prior data to reveal trends and shifts in customer impact perception.
The Impact
- Environmental Sustainability Emerged as Critical: A majority of respondents rated sustainability as a key factor in purchasing decisions, validating Haifa’s strategic focus and reinforcing its impact as a sustainability leader.
- Digital Tools Showed Marked Improvement: Customers reported higher satisfaction with Haifa’s digital platforms compared to the previous survey, citing improved accessibility, support, and resource value—demonstrating increased digital affect.
- Enhanced Customer Engagement: The survey highlighted strong satisfaction among Haifa -affiliated customers and identified opportunities to increase impact through engagement with non-affiliated users, particularly via digital channels.
This quantitative market research conducted by Sarid Institute has reconfirmed Haifa’s right direction towards sustainability and provided strong affirmative feedback on our digital communication channels. The long-time relationship with Sarid Institute and their deep understanding of our business has been instrumental in building this survey and obtaining these positive results
Conclusions
The survey results provided Haifa with a clear direction:
- Sustainability initiatives are resonating with customers and should be further emphasized to maximize market influence.
- Investments in digital engagement are delivering results, with the most engaging content centered around tips and recommendations, enhancing Haifa’s customer relations.
- Ongoing, data-driven customer feedback processes allow Haifa to remain agile and impactful, aligning strategies with evolving market expectations.
Sarid Institute’s research empowered Haifa to convert customer insights into meaningful impact, reinforcing its leadership in sustainable agriculture and digital innovation.
About Sarid Institute
Sarid Institute is a strategic Data Science consultancy firm with over three decades of research experience serving a diverse clientele. Sarid accelerates organizations’ growth by discovering the insights driving People, Markets and Customers. We maintain our leading position by continually updating and offering innovative solutions, drawing on the broad expertise of our specialists and leveraging cutting-edge technologies. Our hands-on approach allows us to provide creative, customized solutions that meet the specific needs of each client.