T&H CX > Our Work > User Interface (UI) Case Studies > Voice of Partner Research & CX Strategy
Ridley, an Australian animal nutrition business, wanted to strengthen customer experience as it grew its packaged products category. Its relationships span distributors, retailers and other industry partners, making consistency in service and communication as important as product performance.
Although customers viewed Ridley’s products positively, the business needed a deeper, structured understanding of what drove relationship strength across the partner network. Tortoise & Hare was engaged to turn candid partner feedback into a shared CX direction and a practical plan for action.
To receive reliable products, responsive service and proactive communication from a partner that understands business needs and supports long-term success.
To identify the drivers of relationship strength, align teams around a customer-led experience strategy and prioritise improvements that support growth across the packaged products partner network.
Ridley is an Australian animal nutrition company supplying feed and nutritional solutions for agricultural and related markets. It works across a network of customers and industry partners, combining product expertise with the service and relationships needed to support their operations.
Animal feed manufacturing / animal nutrition
500+ employees
2025
We designed and conducted qualitative Voice of Partner interviews with senior stakeholders across Ridley’s key customer segments. The conversations explored the full relationship, from perceptions of product performance to day-to-day service, communication and the quality of partnership engagement. This gave Ridley direct customer evidence beyond the informal feedback it had previously relied on.
We synthesised the findings to identify what strengthened relationships, where expectations were not being met and which opportunities mattered most for future growth. Those insights informed a CX framework organised around three connected pillars: product, service and partnership.
The framework was translated into a prioritised initiatives roadmap, sequencing action across those pillars. A cross-functional activation workshop brought leaders together to validate priorities, align on the strategy and establish ownership for next steps.
Ridley gained a clear, customer-informed CX strategy and a shared language for decisions across product, service and partnership engagement. The work clarified the factors that most influence relationship strength and showed where more proactive, coordinated engagement could create value.
The prioritised roadmap moved the strategy beyond research findings, giving teams a practical sequence of initiatives to guide improvement. Together, the framework and roadmap provide a foundation for stronger customer relationships and long-term growth across Ridley’s partner network.
