For Nufarm, a manufacturer of agricultural pesticides present in over 100 countries and in Brazil, the time had come to change the software of its commercial department. It was an internally developed system that could no longer keep up with the company's current size – commercial office in São Paulo, industrial complex in Ceará and 8 distribution centers throughout the country – and the projected growth. To cope with this reality, Nufarm decided to implement Salesforce solutions, the world leader in customer relationship management (CRM) platform.
After replacing the sales software, the company's CRM and Customer Service were effectively created and, subsequently, the customer control process. “At this stage, we started to have a vision of customers by service region. At the same time, we obtained the forecast view. Now, when a field agent identifies a lead, it is already registered in the system”, says Marcos Bueno de Oliveira, IT manager for LATAM at Nufarm.
The Salesforce implementation began in 2012. “Today the communication time, from placing an order to storing information, varies between 1 and 2 seconds. We know the path to success with Salesforce”, says Marcos.
Marcos comments that the Salesforce implementation provided an efficient infrastructure for Nufarm's sales representatives, and that without the system, the company could not have achieved the exponential growth it has registered in recent years. According to the executive, the control of customer information was fragmented, as it depended on electronic spreadsheet files, which were sent by email. “Currently, transparency is complete. Salesforce generates reports on the work of each sales representative, as well as each region – we divide the country into north and south – and micro-regions”. In this way, the company has real-time knowledge of the volumes of products sold by each employee and in each region, and the profit margins related to all customers.
For the near future, Nufarm plans to deploy the community features provided by Salesforce solutions such as Community Cloud. Currently, a customer who wants to request assistance, such as clarifying doubts about debts or requesting the second life of a bank slip, needs to contact the company's SAC by telephone. With the inclusion of the communities feature, these services can be done through a digital portal.
After replacing the sales software, the company's CRM and Customer Service were effectively created and, subsequently, the customer control process. “At this stage, we started to have a vision of customers by service region. At the same time, we obtained the forecast view. Now, when a field agent identifies a lead, it is already registered in the system”, says Marcos Bueno de Oliveira, IT manager for LATAM at Nufarm.
The Salesforce implementation began in 2012. “Today the communication time, from placing an order to storing information, varies between 1 and 2 seconds. We know the path to success with Salesforce”, says Marcos.
Marcos comments that the Salesforce implementation provided an efficient infrastructure for Nufarm's sales representatives, and that without the system, the company could not have achieved the exponential growth it has registered in recent years. According to the executive, the control of customer information was fragmented, as it depended on electronic spreadsheet files, which were sent by email. “Currently, transparency is complete. Salesforce generates reports on the work of each sales representative, as well as each region – we divide the country into north and south – and micro-regions”. In this way, the company has real-time knowledge of the volumes of products sold by each employee and in each region, and the profit margins related to all customers.
For the near future, Nufarm plans to deploy the community features provided by Salesforce solutions such as Community Cloud. Currently, a customer who wants to request assistance, such as clarifying doubts about debts or requesting the second life of a bank slip, needs to contact the company's SAC by telephone. With the inclusion of the communities feature, these services can be done through a digital portal.
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