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The adoption of robotisation in dairy farming continues to rise, demonstrating farmers’ confidence in our innovative solutions to improve their daily lives and realise their business goals. By expanding our service and online sales channel aimed at creating an optimal customer experience, we expect that even more dairy farmers will trust in Lely to provide not just the products, but also the support they need to maximise the impact of their investment. The current market trends as well as our forward-thinking approach to increasing the adoption of barn automation point towards a bright future for Lely.
Juuso Kukkola
Customer experience manager
‘Farmers around the globe are facing significant challenges. For many farmers, their income is not keeping up with the rising costs. It is important that we look at the individual needs of our customers and that we act as a partner to help them succeed in these challenging times. We do this by offering support and education. By lending a helping hand, I hope that we can contribute to the long-term success and sustainable profitability of our farmers. Selling a robot is not our end goal but the start of a shared journey that will last at least 20 years.'
Project Compass culminates in Salesforce and IFS rollout
Lely is progressing steadily towards the digital transformation of its operations. Project Compass plays an important role in this journey and aims to deliver real business value to Lely Centers with best-in-breed solutions for Sales, Service and Finance. For Sales, the CRM application Salesforce was launched in European clusters. Already, Salesforce has provided better insight into the sales funnel. The next step is to use the rich data from the application to enable data-driven decision making. For Service, several Clusters and Lely Centers are participating in the validation of the IFS service application, which was designed in 2021 to help Lely Centers provide even better service to our customers. In parallel, new modules and improvements are being implemented this year.
Customer satisfaction
In 2021 our farmers rated the service provided by our Lely Centers with a 7.8. This score has increased from a 6.9 in 2017 to a 7.6 in 2020. Our farmers rated the relationship and the contact with their Lely Center with a 7.8, compared to 7.6 in 2020. A positive result that shows that our efforts to create a sustainable relationship with our customers pay off.
Lely's CX2025 programme delivers a consistent, personal and excellent customer experience
With the launch of our Customer Experience Programme CX2025, we are taking the next step towards facilitating a ‘One Lely’ experience across all our channels and touchpoints for Sales, Support and Operations. The programme is part of an organisation-wide effort to better understand, anticipate and respond to (future) customer needs, which is key for driving growth in a fast-changing world and competitive market. The CX2025 programme aims to deliver a consistent, personal and excellent customer experience at every stage of the relationship. Consistent because we carry out the same Lely message all over the world. Personal because the customer decides how to contact us, online and offline. And excellent because they feel supported and cared for in every interaction. The programme recognises that farmers put tremendous trust in us when investing in a Lely robot and should be able to count on us every step of the way.
The road to global adoption of barn automation
Last year, Lely conducted extensive market research in support of the global adoption of barn automation in dairy farming. The automation of repetitive tasks through robotisation allows farmers to focus on their animals and tend to other matters that require their attention. This makes the future of farming more enjoyable, sustainable and profitable. By investigating the global adoption rate of barn automation, the underlying reasons why farmers choose or reject the switch to automation and the competitive landscape for automation, we can better focus our marketing efforts and tailor our messaging to a farmer's attitude towards and knowledge of barn automation. Cluster marketeers were trained to use the online Adoption dashboard, which includes all market research insights. In addition, they received a detailed summary on barn automation adoption per country. In 2022, we will extend our research to an additional 9 countries.
Online Sales Channel as a major digital services to enhance customer experience
By improving our digital services, we are responding to an increasingly digital world in which customer empowerment and customer experience play a decisive role in establishing long-term relationships. In 2021, we started developing an Online Sales Channel to meet the expectation of our customers to have access to high-quality digital services. The platform is part of our omni-channel approach, contributes to a seamless customer experience and allows customers to get in touch with us anytime and anywhere. We will continue to develop the platform throughout 2022 and aim to launch a pilot in 2023.
premium channel
Lely is known for its innovative solutions which have been adopted around the globe. With every innovation, we focus not just on perfecting the product but also on service to support the adoption of our solutions by the market. That is why we have set up a network of Lely Centers: our route to our farmers. The Lely Centers offer sales and service support to help farmers succeed, from finding the right solution to maximising its impact. We strive for 100% uptime of our solutions for all our farmers. Our Lely Centers are key to achieving this objective. We are proud of our dedicated and professional distribution channel and the difference they make for farmers.
innovation
Project Compass culminates in Salesforce and IFS rollout
Lely is progressing steadily towards the digital transformation of its operations. Project Compass plays an important role in this journey and aims to deliver real business value to Lely Centers with best-in-breed solutions for Sales, Service and Finance. For Sales, the CRM application Salesforce was launched in European clusters. Already, Salesforce has provided better insight into the sales funnel. The next step is to use the rich data from the application to enable data-driven decision making. For Service, several Clusters and Lely Centers are participating in the validation of the IFS service application, which was designed in 2021 to help Lely Centers provide even better service to our customers. In parallel, new modules and improvements are being implemented this year.
Customer satisfaction
In 2021 our farmers rated the service provided by our Lely Centers with a 7.8. This score has increased from a 6.9 in 2017 to a 7.6 in 2020. Our farmers rated the relationship and the contact with their Lely Center with a 7.8, compared to 7.6 in 2020. A positive result that shows that our efforts to create a sustainable relationship with our customers pay off.
Lely's CX2025 programme delivers a consistent, personal and excellent customer experience
With the launch of our Customer Experience Programme CX2025, we are taking the next step towards facilitating a ‘One Lely’ experience across all our channels and touchpoints for Sales, Support and Operations. The programme is part of an organisation-wide effort to better understand, anticipate and respond to (future) customer needs, which is key for driving growth in a fast-changing world and competitive market. The CX2025 programme aims to deliver a consistent, personal and excellent customer experience at every stage of the relationship. Consistent because we carry out the same Lely message all over the world. Personal because the customer decides how to contact us, online and offline. And excellent because they feel supported and cared for in every interaction. The programme recognises that farmers put tremendous trust in us when investing in a Lely robot and should be able to count on us every step of the way.
The road to global adoption of barn automation
Last year, Lely conducted extensive market research in support of the global adoption of barn automation in dairy farming. The automation of repetitive tasks through robotisation allows farmers to focus on their animals and tend to other matters that require their attention. This makes the future of farming more enjoyable, sustainable and profitable. By investigating the global adoption rate of barn automation, the underlying reasons why farmers choose or reject the switch to automation and the competitive landscape for automation, we can better focus our marketing efforts and tailor our messaging to a farmer's attitude towards and knowledge of barn automation. Cluster marketeers were trained to use the online Adoption dashboard, which includes all market research insights. In addition, they received a detailed summary on barn automation adoption per country. In 2022, we will extend our research to an additional 9 countries.
Online Sales Channel as a major digital services to enhance customer experience
By improving our digital services, we are responding to an increasingly digital world in which customer empowerment and customer experience play a decisive role in establishing long-term relationships. In 2021, we started developing an Online Sales Channel to meet the expectation of our customers to have access to high-quality digital services. The platform is part of our omni-channel approach, contributes to a seamless customer experience and allows customers to get in touch with us anytime and anywhere. We will continue to develop the platform throughout 2022 and aim to launch a pilot in 2023.
premium channel
Lely is known for its innovative solutions which have been adopted around the globe. With every innovation, we focus not just on perfecting the product but also on service to support the adoption of our solutions by the market. That is why we have set up a network of Lely Centers: our route to our farmers. The Lely Centers offer sales and service support to help farmers succeed, from finding the right solution to maximising its impact. We strive for 100% uptime of our solutions for all our farmers. Our Lely Centers are key to achieving this objective. We are proud of our dedicated and professional distribution channel and the difference they make for farmers.
The adoption of robotisation in dairy farming continues to rise, demonstrating farmers’ confidence in our innovative solutions to improve their daily lives and realise their business goals. By expanding our service and online sales channel aimed at creating an optimal customer experience, we expect that even more dairy farmers will trust in Lely to provide not just the products, but also the support they need to maximise the impact of their investment. The current market trends as well as our forward-thinking approach to increasing the adoption of barn automation point towards a bright future for Lely.
Juuso Kukkola
Customer experience manager
‘Farmers around the globe are facing significant challenges. For many farmers, their income is not keeping up with the rising costs. It is important that we look at the individual needs of our customers and that we act as a partner to help them succeed in these challenging times. We do this by offering support and education. By lending a helping hand, I hope that we can contribute to the long-term success and sustainable profitability of our farmers. Selling a robot is not our end goal but the start of a shared journey that will last at least 20 years.'