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The adoption of robotisation in dairy farming continues to rise, demonstrating farmers’ confidence in our innovative solutions. We strive to create a uniform, professional and future-proof way of working to get our products and services to farmers worldwide. We continue to expand our online sales and service presence with the aim of creating an optimal customer experience between the global farmer, our Lely Centers and Lely Group.
Coert van Lenteren
Head of Dairy XL
‘How we interact with our customers, both online and on farm: the experience has to be similar and seamlessly connected. It must characterize Lely and be recognizable across the world. Obviously with respect for the local flavors of doing business. Whilst being on farm, let’s take more time to show a deeper interest; why are we invited at the farm table? That is where we can make the difference in building future relations.'
Compass: steadily progressing towards a digital transformation of our operations
Lely is progressing steadily towards a 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. Looking at 2023, there are a number of areas where Compass is progressing.
Commercial side
On the commercial side, we continue to roll out the Salesforce CRM application, providing us with better insight into the sales funnel. We are continuously improving the application that is available right now, ensuring it provides better functionality, user interfaces and useability.
Service side
Several Clusters and Lely Centers are participating in the validation of the IFS service application, which is designed to help Lely Centers provide even better service to our customers. A new IFS service release is planned for 2023, followed by a worldwide roll-out of the IFS application. This will ensure benefits for all but also eliminate any cyber security risks. Work on the second service release has already started and is being prepared for roll-out in 2024.
Finance side
We are building a financial Compass application which will be validated in several Lely Centers in 2023.
Facilitating a ‘One Lely’ experience with Lely’s CX2025 programme
The ultimate goal with every customer relationship is to turn a customer into a Lely "fan". The route to get there is called the customer journey – an interactive roadmap which has many points along the way where we can make or break the relationship. With the launch of our Customer Experience Programme, we are taking the next step towards facilitating a ‘One Lely’ experience across all the touchpoints of our farmers. One of the initiatives we took is the Farmer Sounding Board, a pilot sounding board that focuses on gathering feedback on how we work and how we deliver our solutions and services during the entire customer journey.
The customer experience programme is part of an organisation-wide effort to better understand, anticipate and respond to (future) customer needs in terms of interaction with us and what their experience is. This is key to driving growth in a fast-changing world and a competitive market.
The road to global adoption of barn automation
Not only for milking, but also for feeding, manure and data, Lely continues to strive for the adoption of barn automation in dairy farming markets around the world. In order to obtain the right insights to realise that ambition, we launched market research in 17 key markets to understand the current awareness level around robotics and farmers’ assessments and possible purchase intentions. We investigated factors such as awareness, usage percentage and purchase intention for barn automation solutions, as well as the underlying reasons why farmers choose or reject the switch to automation. This enables us to improve our marketing efforts and tailor our messaging to farmers. All market research insights were summarised in an adoption dashboard. These dashboards support us in working with the Lely Centers.
Vision for our online sales channel
Looking to the future of the Online Sales channel, Lely is aiming for a triple win. Where the customer – the farmer – wins because he can find Lely anytime and anywhere. Where the Lely Center wins because it can work more efficiently, accelerate the growth of the Lely customer base as well as have more time available to focus on customer satisfaction. And where Lely wins by growing faster, obtaining a more balanced worldwide portfolio and improving our market position.
Improved digital presence through our Online Sales Channel
In 2022, we started developing an Online Sales Channel where potential customers can find us anytime, anywhere in the world. By improving our digital presence, we respond to an increasingly digital world. Customer empowerment and customer experience play a decisive role when establishing long-term relationships.
Our future online sales channel aims to enable every interested farmer to find Lely and opportunities to cooperate with us. The online platform where we sell our consumables will be launched 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
Compass: steadily progressing towards a digital transformation of our operations
Lely is progressing steadily towards a 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. Looking at 2023, there are a number of areas where Compass is progressing.
Commercial side
On the commercial side, we continue to roll out the Salesforce CRM application, providing us with better insight into the sales funnel. We are continuously improving the application that is available right now, ensuring it provides better functionality, user interfaces and useability.
Service side
Several Clusters and Lely Centers are participating in the validation of the IFS service application, which is designed to help Lely Centers provide even better service to our customers. A new IFS service release is planned for 2023, followed by a worldwide roll-out of the IFS application. This will ensure benefits for all but also eliminate any cyber security risks. Work on the second service release has already started and is being prepared for roll-out in 2024.
Finance side
We are building a financial Compass application which will be validated in several Lely Centers in 2023.
Facilitating a ‘One Lely’ experience with Lely’s CX2025 programme
The ultimate goal with every customer relationship is to turn a customer into a Lely "fan". The route to get there is called the customer journey – an interactive roadmap which has many points along the way where we can make or break the relationship. With the launch of our Customer Experience Programme, we are taking the next step towards facilitating a ‘One Lely’ experience across all the touchpoints of our farmers. One of the initiatives we took is the Farmer Sounding Board, a pilot sounding board that focuses on gathering feedback on how we work and how we deliver our solutions and services during the entire customer journey.
The customer experience programme is part of an organisation-wide effort to better understand, anticipate and respond to (future) customer needs in terms of interaction with us and what their experience is. This is key to driving growth in a fast-changing world and a competitive market.
The road to global adoption of barn automation
Not only for milking, but also for feeding, manure and data, Lely continues to strive for the adoption of barn automation in dairy farming markets around the world. In order to obtain the right insights to realise that ambition, we launched market research in 17 key markets to understand the current awareness level around robotics and farmers’ assessments and possible purchase intentions. We investigated factors such as awareness, usage percentage and purchase intention for barn automation solutions, as well as the underlying reasons why farmers choose or reject the switch to automation. This enables us to improve our marketing efforts and tailor our messaging to farmers. All market research insights were summarised in an adoption dashboard. These dashboards support us in working with the Lely Centers.
Vision for our online sales channel
Looking to the future of the Online Sales channel, Lely is aiming for a triple win. Where the customer – the farmer – wins because he can find Lely anytime and anywhere. Where the Lely Center wins because it can work more efficiently, accelerate the growth of the Lely customer base as well as have more time available to focus on customer satisfaction. And where Lely wins by growing faster, obtaining a more balanced worldwide portfolio and improving our market position.
Improved digital presence through our Online Sales Channel
In 2022, we started developing an Online Sales Channel where potential customers can find us anytime, anywhere in the world. By improving our digital presence, we respond to an increasingly digital world. Customer empowerment and customer experience play a decisive role when establishing long-term relationships.
Our future online sales channel aims to enable every interested farmer to find Lely and opportunities to cooperate with us. The online platform where we sell our consumables will be launched 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. We strive to create a uniform, professional and future-proof way of working to get our products and services to farmers worldwide. We continue to expand our online sales and service presence with the aim of creating an optimal customer experience between the global farmer, our Lely Centers and Lely Group.
Coert van Lenteren
Head of Dairy XL
‘How we interact with our customers, both online and on farm: the experience has to be similar and seamlessly connected. It must characterize Lely and be recognizable across the world. Obviously with respect for the local flavors of doing business. Whilst being on farm, let’s take more time to show a deeper interest; why are we invited at the farm table? That is where we can make the difference in building future relations.'