Brazil: Nufarm modernizes IT to increase commercial speed

With the goal of increasing the commercial speed, Nufarm has decided to implant the solutions of the customer relationship management platform (CRM) Salesforce in Brazil. The first step was the substitution used by the commercial department. After the effective solution CRM and customer service of the company and, posteriorly, of the procedures of customers control. After replacing the software sales, the effective creation of the CRM and the customer service of the company had been held and later the client control process.

"At this stage we will have the vision of the customer by region of service. At the same time, we will obtain the vision of forecast. Now, when a field agent identifies a lead, he is registered in the system,” says Marcos Bueno de Oliveira, IT manager for Latin America of Nufarm.

The implementation of Salesforce was started in 2012. “Today the communication time, from the insertion of information request to the storage of information, ranging from one to two seconds. We know the success path with Salesforce,” says Oliveira.

Oliveira comments that the implementation of Salesforce brought efficient infrastructure for the sales representatives of Nufarm. According to him, without the system the company cannot have achieved the exponential growth that was seen in recent year because the control of the information of the customers was fragmented, depending on the files of spreadsheets sent by email.

"Currently, transparency is all. Salesforce generates work reports of each sales representative, as well as in each region – dividing the country into North and South - , and the micro-regions.” This way, the company has the precise knowledge and real-time volumes of the products by employees and in each region, besides the profit margins related to all customers.

For the next future, Nufarm intends to implement the community resources brought by the Salesforce solution, such as the Community Cloud. Currently, a customer who wishes to request attention to answer questions on debt or order the second life of a ticket, need to contact the customer center of the company by phone. With the insertion of community resources, these services can be made through a digital portal.

Nufarm is present in over 100 countries. In Brazil, Nufarm has a commercial office in São Paulo, an industrial complex in Ceará and eight distribution centers throughout the country.