SYNGENTA
TOPIC 360° VIEW
Syngenta Agro had the problem that farmers placed orders for seeds and sprays, but received them through Fenaco, the dominant company in Switzerland, or its subsidiary Landi.
The problem Syngenta did not know from the collective orders which farms were ordering and whether alternative products were being recommended by competitors.
The idea was to make the interested parties and customer data available to Syngenta's sales force in the system so that both the appointment for a consultation and the subsequent order could be recorded directly in Crop Expert. Crop Expert is a tool for the optimal management of arable land and an advisory tool for the farmer.
TP recorded the interest data and merged it with the customer data, thus providing the sales force with a tool that allows orders to be assigned directly to a company and also explains deviations in the order volumes. The result: better production planning and 8 % more new customer sales.
YOUR CONTACT PERSON FOR THEME 360° VIEW
Martin Lange
I can only achieve the 360 degree view through the consistent integration of all channels and on them through the fault-tolerant check of customer data against my customer data platform (CDP). Data hygiene plays a very important role in this.