Farmlands needed flexible new working arrangements for its nation-wide customer advisors, to enable them to work from anywhere during lockdowns, and a tool to convert customer call sentiment into actionable insights that improved experiences for on-the-go farmers.


Hands-free, Bluetooth-savvy and constantly on-the-go, New Zealand’s farming community is demanding a ‘digital touch’ as part of the services they seek out.

Partnering with contact centre specialist Digital Island (part of Spark Business Group), Farmlands is one of the first adopters of the Amazon Connect omnichannel communications technology within New Zealand’s agriculture sector. Since the January 2022 deployment, the cooperative has enjoyed a faster and more seamless customer experience.

Farmlands, one of New Zealand’s largest cooperatives and top 20 companies by turnover, has taken heed of the increasingly busy and digitally-connected farmer, and now its market-leading investment in sophisticated telephony systems is paying off.