Management used a store intercept method where customers completed a paper and pencil survey while they shopped to collect primary data. The survey allowed Farm Supply customers to share their opinions relating to broad based satisfaction issues. Each section of the proposed survey instrument measured different marketing information that was of use to Farm. Supply, but particular attention was given to employee product knowledge and their ability to answer customer questions. Surveys were collected at the end of customers$$ shopping experience. Corporate management also created a consumer panel consisting of a sample of each store$$s customers. Over time, the panel was used as a tracking device for overall satisfaction and a $$sounding board$$ for new ideas introduced by either store or corporate management. The study yielded over $2300$ responses system wide. Cross tabulations based on select respondent characteristics indicated a rather high level of dissatisfaction with sales associate product knowledge in several core departments including Farm Supplies and Electrical. Based on these results, management implemented a program designed to enhance the Farm Supply customer experience. The program, called Farm Supply University $($FSU$),$ is a store based training program that focus on the general customer service and item location.