Case Study

KWS Saat: A news cockpit for farmers

Arlanis Reply assisted in tightening the customer relationship in agriculture

Reply was awarded "Best in Class"

Reply was awarded "Best in Class"

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Partners in cultivation

The long-standing business success of the seed producer KWS is based not only on its agricultural expertise and high-quality products, but also on its cooperative partnership with customers. In order to achieve a strong customer loyalty and a long-term partnership of trust, it is important to accompany farmers throughout their entire cultivation process and to support them with valuable information to ensure optimum crop yields.

A uniform CRM system

To get an accurate overview on worldwide customers and their requirements, KWS opted for a uniform global CRM system based on Salesforce . With the support of Arlanis Reply, this was to be developed and rolled out for subsidiaries in 30 countries.

"MyKWS" – A digital service offering

In cooperation with Arlanis Reply, a tie-in between the digital service platform "myKWS" and the global CRM system was created. For targeted consulting and customer service, in a further expansion stage Arlanis Reply also used the Salesforce marketing solution CloudPages.

News cockpit

Into this, a news cockpit has been integrated, which provides customers and interested parties with up-to-date information tailored to their profile.

API created

For the availability and transmission of the personalized messages, Arlanis Reply integrated the cockpit backend into the CRM in order to be able to refer to or optimize existing customer data. For this purpose, an API between the Salesforce Marketing Cloud and Sales Cloud was created.
In order to receive personalized recommendations, specific regional information according to the preferred crop types of customers and prospects, users simply need to sign up on the myKWS platform.

The benefits

With Arlanis Reply's experience in appealing digital customer services as well as in proven user experience, the Salesforce marketing solution CloudPages was established at KWS Saat and enhanced with a user-friendly frontend for a news cockpit.

This enables KWS to display the notification channel online in the message area of myKWS, send information via e-mail or mobile, for example as a push message, and plan the timing of the notification precisely.

The cockpit has also been adapted to the respective needs of KWS' individual country organizations.

This means that farmers, agricultural service providers and interested parties can be provided with information and news on topics relevant to them at exactly the right time – in order to provide them with optimum support throughout the entire cultivation process and to help them achieve the best possible results.

KWS is one of the world’s leading plant breeding companies. More than 5,700 employees in 70 countries generated net sales of around €1.3 billion in fiscal 2019/2020. A company with a tradition of family ownership, KWS has operated independently for more than 160 years. It focuses on plant breeding and the production and sale of seed for corn, sugarbeet, cereals, vegetables, rapeseed and sunflowers. KWS uses leading-edge plant breeding methods to continuously improve yield for farmers and plants’ resistance to diseases, pests and abiotic stress. To that end, the company invested more than €200 million last fiscal year in research and development.

Arlanis Reply specializes in consulting, planning, developing and integrating Salesforce solutions and services. Arlanis Reply provides market leaders with seamlessly integrated solutions for all customer related processes for sales, marketing and services – from the initial contact to the long-term service business. Arlanis Reply configures all common Salesforce components such as Sales Cloud, Service Cloud, Community Cloud, Marketing Cloud or App Cloud, or adds individual programming with Heroku if required. With Mulesoft, Arlanis Reply provides an integration technology which allows you to develop, build, analyze, manage and monitor APIs and custom point-to-point integrations. In doing so, Arlanis Reply relies on agile project management methods and a project approach optimized for Salesforce introductions, which ensures maximum flexibility.