CRM in Agriculture
Herman Bodewes, CRM Partners
Dr. Arnd Nenstiel, Bayer CropScience
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CRM Partners and Bayer CropScience
CRM in Agriculture
Herman Bodewes, Dr. Arnd Nenstiel / 2014-03-27 / Explore Dynamics CR...
Bayer – Science For A Better Life
Text in Arial Regular 18pt
• First level
• Second level
• Third level
• Fourth level
• B...
An integrated offering of sustainable crop solutions
addresses our customers’ needs
• Integrated Pest
Management (IPM)
• G...
With a market leading position comes the
responsibility to shape the future of farming
Lead the Way in
Innovation
Expand
S...
One of the Pillars of our Corporate Strategy is
Customer Centricity
Bayer CropScience
Our Offers
Traders
Foodprocessors
Fo...
Assessment of starting situation and transparent
objectives ensure organizational alignment
 No common understanding on t...
CRM maturity Business need for technology Solution Solution outline
"Starting" or small
country organizations
 Customer i...
BASE 2.2 (Microsoft Dynamics CRM 2011)
• Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 34
• Annual Press Conference • Liam Condon • September 2013Page 35
CONTINOUSLY MONITOR & IMPROVE
Monitor user adoption …
& pr...
Forward-Looking Statements
This presentation may contain forward-looking statements based on current assumptions and forec...
13.45 Break-out II CRM for Members: hoe CRM dé oplossing
was voor Sociaal Fonds Taxi
Henk van Gelderen (Sociaal Fonds Taxi...
Explore Dynamics CRM 2014 - Bayer CropScience en CRM Partners
Explore Dynamics CRM 2014 - Bayer CropScience en CRM Partners
Explore Dynamics CRM 2014 - Bayer CropScience en CRM Partners
Explore Dynamics CRM 2014 - Bayer CropScience en CRM Partners
Explore Dynamics CRM 2014 - Bayer CropScience en CRM Partners
Explore Dynamics CRM 2014 - Bayer CropScience en CRM Partners
Explore Dynamics CRM 2014 - Bayer CropScience en CRM Partners
Explore Dynamics CRM 2014 - Bayer CropScience en CRM Partners
Explore Dynamics CRM 2014 - Bayer CropScience en CRM Partners
Explore Dynamics CRM 2014 - Bayer CropScience en CRM Partners
Explore Dynamics CRM 2014 - Bayer CropScience en CRM Partners
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Explore Dynamics CRM 2014 - Bayer CropScience en CRM Partners

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Tijdens Explore Dynamics CRM presenteerde Bayer CropScience haar CRM-oplossing voor de Agri Business.

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Explore Dynamics CRM 2014 - Bayer CropScience en CRM Partners

  1. 1. CRM in Agriculture Herman Bodewes, CRM Partners Dr. Arnd Nenstiel, Bayer CropScience
  2. 2.    
  3. 3.     
  4. 4. CRM Partners and Bayer CropScience CRM in Agriculture Herman Bodewes, Dr. Arnd Nenstiel / 2014-03-27 / Explore Dynamics CRM / CineMec Ede
  5. 5. Bayer – Science For A Better Life Text in Arial Regular 18pt • First level • Second level • Third level • Fourth level • Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 28 At Bayer CropScience we serve Agriculture … …to ensure an ample and affordable supply of high-quality food, feed, fiber and renewable raw materials. Full year sales: € 8,819m 22,400 employees > 120 countries
  6. 6. An integrated offering of sustainable crop solutions addresses our customers’ needs • Integrated Pest Management (IPM) • Good Agricultural Practices (GAP) • Yield & Quality • Tradeability • Convenience BenefitsChallenges • Weed, pest & disease control • Resistance management • Abiotic stress through climate change Across the food value chain Sustainable intensification of agriculture Contribution to Food Security • Higher yield • Higher quality • Convenience • Risk management GROWER DEMAND • On-field consulting • Training • Diagnostic tools • Canola • Cotton • Rice • Soybean • Wheat • Vegetables • Microbial fungicides • Microbial insecticides • Microbial nematicides • Herbicides • Fungicides • Insecticides • Seed treatment products In our industry • Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 29
  7. 7. With a market leading position comes the responsibility to shape the future of farming Lead the Way in Innovation Expand Seeds Business Enhance Crop Protection Strengthen Customer Centricity Our 4-pillar-strategy perfectly supports our integrated approach to foster sustainable agriculture • Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 30
  8. 8. One of the Pillars of our Corporate Strategy is Customer Centricity Bayer CropScience Our Offers Traders Foodprocessors Foodretailers Consumers Growers Distributors/ seedcompanies Retailers Advisors Embracing Customer Centricity by co-creating value from seed to shelf • Understanding and serving interconnected needs of our customers by enhancing customized offerings and developing differentiating solutions • Increasing grower orientation and improving channel management practices • Broadening our successful Food Chain Partnership go-to-market model … driving Commercial Excellence in Marketing & Sales • Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 31
  9. 9. Assessment of starting situation and transparent objectives ensure organizational alignment  No common understanding on the term and benefits of CRM  A variety of software solutions are currently in place, causing inefficiently high run cost  Difficult to exchange best practices  CRM solutions represent only less than 50% of total sales  No coherent KPIs and measurements for success  No global steering of CRM initiatives possible Situation2010 GlobalBCS CRMProgram  Avoid complex custom built functionality by using a template approach and standards, resulting in reduced development, implementation & support cost in order to free up capital for investment areas  Quicker exchange of best practices  Improve Sales Representative efficiency through decreased administration time  Enable Target Marketing through Campaign Management  More than 75% of sales covered in 2015  Coherent KPI’s to measure success  Accelerate profitable growth by improved customer targeting • Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 32
  10. 10. CRM maturity Business need for technology Solution Solution outline "Starting" or small country organizations  Customer identification and targeting  Database for mailings  Simple business processes Microsoft Dynamics  Less functionality than Siebel and as a result is lower in cost and easier to maintain in smaller organizations  Interfaces with SAP ERP will be limited to the minimum Experienced or complex country business model  Multi channel campaigns for individual customer segments with tailored proposals (growers, channel, influencers)  Collaborative Marketing with channel (i.e. B2B, "Dorados" in Argentina)  Advanced Analytics to measure the impact & effectiveness of campaigns Siebel  Use of Siebel CRM will enhance integration with the rest of BCS's application platforms and also better support many business process areas CRM maximizes the (re)use of 2 globally supported technologies covering key business processes Flexible use of technology to ensure best fit in a decentralized organization  Country organizations may choose or migrate solution based on their maturity and organizational capabilities • Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 33
  11. 11. BASE 2.2 (Microsoft Dynamics CRM 2011) • Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 34
  12. 12. • Annual Press Conference • Liam Condon • September 2013Page 35 CONTINOUSLY MONITOR & IMPROVE Monitor user adoption … & process adherence +1°C TIE CRM KPIs INTO EACH INDIVIDUAL’S JOB TARGETS 2013: 0.57 2014 : 0.74 2015 : 0.95 BEST-OF-FIT NOT BEST-OF- BREED TECHNOLOGY Choose technloogy carefully to best fit your organization Scope functionality on only what is needed FOCUS ON PEOPLE Implement with users in mind START WITH CHANGE MANAGEMENT Start to communicate the vision and benefits early & ongoing ENSURE SUFFICIENT STAFFING More than 60 CRM Champions 4,500 Marketing & Sales employees worldwide PLAN THE BUSINESS CASE & ROADMAP LONG-TERM Don’t look for quick wins only but endure for the long-term vision By 2015 +37m • Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 35
  13. 13. Forward-Looking Statements This presentation may contain forward-looking statements based on current assumptions and forecasts made by Bayer Group or subgroup management. Various known and unknown risks, uncertainties and other factors could lead to material differences between the actual future results, financial situation, development or performance of the company and the estimates given here. These factors include those discussed in Bayer’s public reports which are available on the Bayer website at www.bayer.com. The company assumes no liability whatsoever to update these forward-looking statements or to conform them to future events or developments. • Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 36
  14. 14. 13.45 Break-out II CRM for Members: hoe CRM dé oplossing was voor Sociaal Fonds Taxi Henk van Gelderen (Sociaal Fonds Taxi) en Gerwin Bruining (CRM Partners) Zaal 4 Datakwaliteit in het DELA project Klant Gerichter Werken Raymond Aerts (Coöperatie DELA) en Marco de Jong (IntoDQ) Zaal 5 CRM-implementatie: 90% change management, 10% systeem Jessica Nevels (Royal HaskoningDHV) en Yuri Ramdhani (CTB xRM) Zaal 6 Customer acquisition and cross sell at every opportunity in banking Özkan Erener (VeriPark) Zaal 7 Business Processes in CRM Ralf van Gellekom (Microsoft) Expotheater 14.30 Pauze Expofoyer Programma #ExploreDynCRM

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