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The use of advanced management technologies is increasing in pasture-based dairy systems, an evolution that has been termed precision dairying. This change has been driven, at least in part, by a continual increase in the scale of dairy farming and an associated drive for efficiencies, and technological advances in the area of sensors and automated devices for animal and resource management. In this paper, a survey of New Zealand precision dairy farmers is presented, highlighting lessons from farmers for technology developers and industry. Respondents indicated that they invested in technologies such as electronic identification, milk meters, automated cup removers, and automated drafting for labour saving and to make herd management easier. Most were positive about their investments, with perceived benefits from saved time during milking, decreased farm workforce requirement, and increased farm profitability. Farmers also felt there was unused functionality in their herd management systems and that they could benefit from increased support and training to get more from their technology. Technology suppliers need to refocus on after-sales service and tailor their support programs to stages of learning development, while creating a value proposition for farmers to pay for such services. Dairy industry organisations need to take the lead in building awareness of the opportunities such technologies offer, while facilitating access to independent information about technology capability and investment. [ABSTRACT FROM AUTHOR]