Developed a customer vision for the UK business

The challenge

In a B2B environment where your product is sold via distributors, it’s important to know what matters most to bother the distributor and the end user (growers in the case of Syngenta). And most importantly, the delivery of the experience to these audiences should be consistent. Syngenta (North Europe) identified that the experience they provided was considered a competitive advantage. However, it was not a consistent experience across various stages of customer engagement. 


Lexden were appointed to run a behavioural driver study, using the world-famous EXQ methodology. This identified the most important behavioural drivers for Syngenta’s customers when it comes to their experience, with Syngenta. We also identifed strengths and weaknesses with competitors. This allowed us to separate market-expected drivers of choice from brand-differentiating drivers of choice.

Using this insight, we created a set of customer principles, unique to Syngenta and their customers. Fused with the brand values, these informed all, from operations to commercial to finance, what mattered most to the customer and how to deliver it in a brand-differentiating way.


Several years after creation the customer principles remain a leading business design and decision-making tool in the business. 

Customer issues and opportunities continue to be shaped by the customer principles.

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