FLORAHOLLAND – FloraHolland flower auction needs to do better by its growers as regards influence, communications and a few individual aspects of its services. These were the findings of a growers' survey. As the auction is ambitious to excel in its provision of services, FloraHolland will be harnessing the survey findings to achieve substantial improvements. 25 per cent of FloraHolland's suppliers of cut flowers and plants from both the Netherlands and abroad participated in the survey, which was conducted this summer by an external research agency.
Growers happy with financial settlements but not with level of influence
Only a minority of growers was satisfied with the level of influence they had within the cooperative — which confirms earlier findings. These matters are being tackled at the auction through a program that it introduced this spring already, which addresses influence and member engagement.
Half of those surveyed stated that communications about change were not currently being timed properly. Suppliers from abroad were receiving too little information in their own languages.
Although 58 per cent of growers were satisfied with the services, there were several aspects that left something to be desired — dirty trolleys, packaging and Danish trolleys being something that was particularly identified. FloraHolland Connect's sales services and advisory services were not much appreciated as they stand.
However, the auction scored well on customer-friendliness towards growers, although it was failing to resolve enough of the complaints. FloraHolland's financial services were unanimously given a ringing endorsement.
Robust plan of action for improvement
With the robust plan of action that it has drawn up, FloraHolland is taking concrete steps to make things better. A program developed in consultation with Regional Board Members and members of the FPCs (FloraHolland Product Commissions) to increase the degree of member engagement is to be submitted to the FloraHolland members this autumn.
The cleaning and checking of logistical resources is being improved by substantial steps and changes. In cases where FloraHolland Connect services are faltering due to organizational change, action is being taken to realign its sales services and advisory services with growers' wishes.
The communication with growers is being improved and FloraHolland is also working on resolving and/or avoiding complaints, by such means as staff training, better coordination between all the service and complaints departments, and improved use of online channels to provide tailored information. FloraHolland is accelerating its drive to offer information multilingually.
Source: FloraHolland