‘Our clients return again and again. That’s a great sign that they trust us.’

Rural Asset Finance’s New Business and Operations Manager MICHELLE DAY explains how the company’s friendly approach radiates out to customers.

ONE thing that struck Michelle Day when she joined Rural Asset Finance was the amount of clients who returned with repeat business. “That’s such a clear sign that we must be doing something right,” she says. “If customers use the same lender again and again, it means they trust us – and that’s a lovely feeling.”

Michelle, who oversees the company’s new business and operations alongside Elaine Holmes, says that warmth is part of what attracted her to joining the team. “It just immediately seemed like a special business,” she says. “It felt like a family. RAF is a really friendly place to work, everyone doesn’t just work together but genuinely has time for each other, and I honestly think that friendliness radiates out to the customers. They know we’re on their side, that we really want them to succeed – and that’s because we do.”

Michelle works with CEO Matt Smart and sales director Ben Wood to ensure all agreed deals have the right documents and have completed all the relevant background checks. She also oversees the timelines of setting up new deals to ensure the whole process keeps moving along swiftly – which is a vital job much appreciated by clients, especially if they need money quickly.

“I make sure every stage of the process is updated so everyone knows exactly where it’s at and what we all need to do next,” she says. “It might be that we need to check some figures, or amend some wording, or confirm settlement figures, or get something approved – of course everything needs to be done properly, but we want to help our clients as much as possible by avoiding unnecessary delays. That’s why it’s so important to co-ordinate everything.

“I think always keeping the customer at the front of our minds helps us to do that. So many of our team have been farmers themselves that they know how important timing is, and how frustrating and even damaging it can be if things don’t move quickly.”

Being available for the customer has also built that trust, says Michelle. “We all love a service where you can just pick up the phone and get through to the same person every time,” she says. “That trust means that even if they’re having a hard time, they can ring up for help and know they’ll get a personal, sympathetic and empathetic response.

“It’s not like other companies where you eventually get through to a switchboard where you’re left on hold all the time. Our customers – and not just our customers, but our partners too – like that they can talk to someone they know and who knows them. They know we are genuinely committed to helping them as much as we possibly can.”