Cargill’s Customer Engagement Measurement Approach: Metrics and Operation

Date and Time:

Tuesday, Mar 7, 2017
7:30AM - 9:30AM


9320 Excelsior Blvd, Hopkins MN
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Whether in B2B or B2C, listening to our customers and taking action can drive competitive advantage. But, how do you listen effectively to customers as diverse as Cargill’s? Cargill, one of the world's largest, privately-owned businesses, provides food, agricultural, risk management, financial and industrial products and services. In our 150 years we’ve grown from a single grain elevator to a company with 150,000 employees in 70 countries. 

To listen to their broad variety of customers around the world, Cargill leveraged the size of both their company and partner, TNS, to build a new type of measurement model and process. Cargill’s program recently won the silver award for customer insight from Loyalty 360 for taking the voice of the customer and translating it into measureable impact for the customer base.

Key takeaways from this session will include:
• How highly complex organizations can leverage flexibility to increase program effectiveness

• The importance of building internal support for all Customer Experience (CX) and engagement initiatives

• How proper metrics and relevant partnerships inform effective program design


Lori Laflin, Global Customer Engagement Reach Program Manager, Cargill

Katherine Gustafson, VP Customer Strategies, TNS Global

Event Sponsors


Time Activity
7:30-8:00am Registration and Networking
8:00-9:00am Presentation
9:00-9:30am Networking


Ticket Type Price
Member $10
Non-Member $20
Student Member $10

Event Details

Event attendees will need to bring and show a photo ID to security for admittance.

Cancellation Policy

All cancelled registrations received by AMA Minnesota's office 2 business days by 5pm before an event are eligible for a refund.  No refunds will be given for cancellations received fewer than 2 business days before an event.  To cancel a registration please contact:


Lori Laflin

Global Customer Engagement Research Program Manager

For the past 5 years Lori has helped Cargill’s businesses find answers to those tricky questions, such as, “In what ways we create distinctive value for our customers?  How can we make things even…

View Lori Laflin's Full Bio

Katherine Gustafson

VP Customer Strategies

Katherine is one of TNS’ national leads in the area of Customer Experience Management. She also leads several large accounts for which she overseas all work. She brings her depth of client knowledge…

View Katherine Gustafson's Full Bio