Workshop 1. The potential to exploit and use ICT based advisory Tools. Dr. Tom Kelly, Director of Knowledge Transfer

Transcription

1 Workshop 1. The potential to exploit and use ICT based advisory Tools Dr. Tom Kelly, Director of Knowledge Transfer

2 Outline Background Farmers use of ICT for business Developments in ICT The evolving use of ICT for efficiency Examples of advisory tools ICBF reports e-profit Monitor Online Nutrient Management Apps for farmers Satellite mapping CRM its potential Conclusions

3 From calculator, to data storage, to communication, computers have multiple functions yet all these are complemented by ICT rather than replaced

4 The Internet connecting people and systems Static web pages top down Interactive web pages top and bottom Social media bottom up Always on entertainment and business tool

5 Percentage Farm Households 2004 to 2011(NFS) Access to a Personal Computer Using Personal Computer for Farm Business

6 Comparison between Ireland and U.S Percentage of all Farm Households 2003/ / Using PC for Farm Business : Ireland Using PC for Farm Business : US

7 Barriers to adoption Connectivity Cost Training Attitudes

8 Main Farming Business Purpose % use: 2011(NFS) VAT Returns Farm Accounts Selling products and services Purchasing products and services Online Banking Submitting forms Main Farming Business Purpose: 2011 Farms Using a PC Main Farming Business Purpose: 2011 Percentage All Farms Herd Register Internet and Communications

9 ICT as an advisory tool ICT is not a replacement for advisers/consultants and their services but rather a means of support. We should not confuse the availability of information and diverse views available to farmers though ICT and the personal influence of trusted advisers on the decisions of farmers with whom they work. The challenge now is to Provide better support data to farmers for decisions Target advice and information better

10 Examples of ICT supports from IE ICBF individual farm and group reports Teagasc e-profit Monitor Pasture Base Nutrient Management on line Smart phone Apps ArcGIS mapping and farm yard layout Google Earth

11 Example 1. ICBF Farmer and Adviser Reports The Irish Cattle Breeders Federation (ICBF) is an organisation set up to improve the genetic merit of Irish dairy and beef cattle. They want as much data as possible in their data base to improve the rate and accuracy of the breeding progress. Over the last 10 years they have worked with stakeholders and Teagasc to make the their service of value in different ways. Inputs Birth registrations Movements Milking yield Milk quality Carcase info Health data Output - reports Economic indices Fertility data Mortality Milk quality Carcase reports Health analysis

12 ICBF Typical farmer report

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14 Example 2 Teagasc e-profit Monitor Whole farm and enterprise benchmarking analysis Web based service for advisers / the accepted system for Ireland Developed by advisers for advisers Individual and group reports

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17 Example 3. Teagasc Pasture Base decision support

18 TEAGASC: Nutrient Management Planning On-Line Teagasc Application Server Teagasc Databas e Server Authentication DAFM Livestoc k DAFM SPS DAFM LPISk Data Input Soil Analysis Databas e Output Derogation MNP Scheme NMP Agronomic NMP Fertiliser Application Maps

19 Watercourse Risk Buffer Zones NMP Online (sample) Wel l Karst Feature

20 NMP Online (sample)

21 Lime Application Map NMP Online (sample)

22 Cattle Slurry Application - Map NMP Online (sample)

23 Fertiliser i-phone App Use full calculator Potential for Profile Potential for Sponsorship Test Capability of Technology

24 Farm buildings and infrastructure use of satellite imagery (ArcGIS) Shows roadways lengths and paddocks size and location and dimensions of a new building

25 Farmyard detail for environmental planning

26 Use of Google Earth to determine gradient

27 Rationale- Why a CRM approach? Recent NFS study- Advisors very influential in adoption of new practices on farms- relationship with farmers Don t want to sabotage this relationship- reduced staffing more electronic and less one to one. UK study found that with privatisation of ADAS farmers feel a distance with staff and ministry of agricultureauthors concerned for ability to influence farms Want to maintain and improve relationships between advisers and farmer clients

28 Clients are changing Definitive need to adopt more efficient approaches to providing services & interacting with clients- ICT ICT viewed as less personal? Don t want to become a faceless organisation CRM aims to enhance the relationship Know you customers, improve interaction/dialogue, understand clients needs, wants and capabilities-personalise/customise information and advice Facilitated by ICT but not e-clients Clients choose medium (can be subtly directed by applying incentives)

29 Potential benefits of CRM Reduce costs -promotion, contact strategies etc. Retain clients-attract clients (word of mouth) Improve revenue- client retention, charge fees for value added services Web interface improvements- clients more likely to use Competitive advantage Improve client satisfaction - speedier service, better advice More efficient/effective promotions (targeted) Scope to further improve website through partner relationship management industry work together

30 Conclusions ICT has a huge contribution to make to farmers and advisers Information Analysis Services, data storage etc. Cost of developing ICT supports is huge and not always certain to give a return. Shared services Partnership and cooperation between organisations Spin off from other services Training of advisers and farmers still needed. Challenge to use CRM to improve service Thank You