At Insight6, we believe exceptional customer experience is built on authenticity, consistency and care. Our work with Farmer Copleys helped embed customer experience insights at the heart of a destination farm retailer rooted in community, passion and ‘farm to fork’ values – leading them to become the first farm retailer to be awarded the insight6 CX Excellence Mark.
In this case study:
Farmer Copleys : Project Overview
From farm to fork – and at the heart of the community
Farmer Copleys is a family-run farm retailer in Yorkshire, offering far more than a traditional farm shop. With on-site farming, butchery, bakery, café, events spaces and seasonal attractions, it has become a true destination – a place where customers don’t just shop, but create memories.
About Farmer Copleys
Deeply rooted in British agriculture and local produce, Farmer Copleys prides itself on being “the real deal”. Authentic, passionate and community-focused, the business has grown by staying true to its values and continually raising standards.
In 2025, Farmer Copleys became the first farm retailer to be awarded the Insight6 CX Excellence Mark, recognising their long-term commitment to delivering exceptional customer experiences.
Learn more about Farmer Copleys here: https://farmercopleys.co.uk/
The Challenge
Raising standards without losing authenticity
As Farmer Copleys expanded, so did the complexity of the customer experience. Multiple buildings, evolving concepts and a fast pace of change meant maintaining consistently high service standards across the site was an ongoing challenge.
Heather and the leadership team were clear on the experience they wanted customers to have – warm, genuine, welcoming and memorable – but didn’t want feedback to feel like internal criticism or “management opinion”.
They needed an independent, constructive way to:
- Raise standards without demotivating teams.
- Support people development across departments.
- Keep the experience fresh as the business evolves.
“I won’t apologise for raising standards. When we hit them consistently, I’ll raise them again – that’s what keeps us fresh and keeps people coming back.”
— Heather Copley
Our Approach
A relationship-led approach that works because values align
Farmer Copleys works with a dedicated insight6 CX Specialist, Chris Lowe, who understands their values, pace, and culture, allowing customer experience insights to be delivered in a way that feels authentic, constructive, and genuinely supportive of the team.
Rather than a one-size-fits-all approach, Chris worked closely with the team to design feedback that reflected the different areas of the business – from the farm shop and café to event spaces and new concepts like the smokehouse.
Customer feedback became a positive management tool:
- Wins are celebrated openly and publicly.
- Improvement conversations happen privately and constructively.
- Teams understand why behaviours matter, not just what to do.
The programme is reviewed regularly and refined as the business evolves, ensuring insight always supports current priorities.
“It gives us a way to work with the team positively. It’s not ‘Heather says’ – it’s real feedback that helps everyone understand what customers value.”
— Heather Copley
CX Solutions
Turning customer insight into everyday action
To help Farmer Copleys maintain consistently high standards across a growing, multi-area destination, insight6 delivered a tailored programme built around clear, actionable customer experience measures.
Mystery shopping programme (monthly)
A consistent rhythm of mystery shopping provides objective insight across the business. This gives the team regular, credible feedback they can trust and act on.
Bespoke questions aligned to priorities
Each area of the business can be measured differently, with questions tailored to what matters most in that environment, and updated when priorities change (e.g., new concepts and service styles).
Regular reviews and refinement with their CX Specialist
Farmer Copleys reviews the programme with their insight6 CX Specialist as needed to refine questions, maintain relevance, and ensure the insight continues to support evolving standards and customer expectations.
A positive framework for team development
The insight is used to coach and develop people, helping team members see where they can go from “good” to “even better” while building confidence in service behaviours such as proactive hospitality and upselling.
Recognition that motivates
Great service is celebrated publicly, reinforcing the behaviours Farmer Copleys wants more of and creating positive momentum.
Clear, objective insight for performance conversations
Where needed, the insight supports private, constructive management conversations by providing evidence that helps remove subjectivity and maintain fairness.
“It gives us a management tool to work with the team in a positive way, and the ability to tailor what we measure to each part of the business.”
— Heather Copley
Project Outcomes
Stronger culture, clearer standards and better experiences
Customer experience is now embedded in the culture at Farmer Copleys. New starters are immersed from day one, expectations are clear, and teams feel confident engaging customers in a way that enhances their visit rather than feeling like ‘selling’.
The insight has helped teams:
- Deliver warmer, more confident service.
- See upselling as part of good hospitality, not pressure.
- Continually improve, even when performance is already strong.
For the leadership team, it provides objective insight that supports decision-making, people development and, when necessary, performance management.
“It gives people that moment of reflection – even when they’re doing a good job, they can see how to make it even better.”
— Heather Copley
A destination that creates memories
What truly sets Farmer Copleys apart is its role within the community. Customers return year after year for traditions – pumpkins, gelato, Christmas turkeys – and choose the farm as the setting for life’s most important moments.
From weddings and birthdays to naming ceremonies and farewells, Farmer Copleys has become part of people’s stories.
“When someone tells you they want their funeral here, you realise you’re more than just a shop – you’re part of people’s lives.”
— Heather Copley
Recognised for excellence
Farmer Copleys is proud to be the first farm retailer awarded the insight6 CX Excellence Mark – recognition of a sustained, values-led commitment to exceptional customer experience.
For Heather and the team, the award reflects what matters most: authenticity, passion and delivering experiences that keep customers coming back for generations.
“We’re the real deal. We farm, we produce, we care – and we genuinely want people to have a great experience every time they visit.”
— Heather Copley
Learn more about the CX Excellence Recognition Scheme and how to apply.
insight6’s end-to-end customer experience (CX) solutions have earned us a reputation as the partner of choice for many forward-thinking companies. Our network of local specialists provides on-the-ground support. Don’t let an inadequate customer experience ruin your reputation or impact your success. Get in touch today to schedule a no-obligation chat with your local CX specialist or a free demo of our total feedback solution—instant insight.