In the world of vegetable seed breeding, Rijk Zwaan is a leading name. With a history dating back a century, this Dutch company has built a solid reputation for quality and innovation. Rijk Zwaan wanted to transition from ‘product-centric’ to ‘customer-centric.’ In this customer case, you will discover how they turned this into opportunities in collaboration with Bluedesk CRM.
We are speaking with Tom Post, who has been working at Rijk Zwaan for 15 years. For the past four years, he has held the position of Specialist Digital Commerce/CRM & Client Management. In this role, he is dedicated to elevating the management of key client relationships, with a special focus on refining the tools used and implementing data-driven strategies.
His work revolves around the question: “How can IT improve the efficiency and effectiveness of our work?”
From product- to customer-centricity
Before collaborating with Bluedesk CRM, the system Rijk Zwaan used for customer management was solely focused on financial transactions, causing the manufacturing company to lack deeper insight into the needs and potential of their customers. Tom explains that a change was necessary to evolve from a product-oriented to a customer-oriented approach.
“Our goal was not only to sell our products, but also to support our partners with knowledge, advice, and solutions that go beyond the seed itself,” explains Tom.
You can break down the transition from product- to customer-centric working into three challenges. What challenges did Rijk Zwaan face?
Challenge 1: From Revenue to Market Potential
Tom: “When evaluating our customers, we don't just want to look at current revenue, but also at growth potential. Take for example a company that spends 10 million euros on vegetable seeds, of which they buy 1 million from us and the rest elsewhere. We contrast this with a customer who buys 1.5 million from us out of a total of 3 million euros. That first customer might buy less from us, but has greater untapped potential. That's why we're now focusing on the opportunity to leverage more of that 9 million euros.”
Challenge 2: Gaining insight into the entire value chain
Another challenge for Rijk Zwaan was to map out the entire value chain. “Our goal goes beyond simply having visibility of direct buyers. We aim to map out the entire value chain, from our role as a breeder to the retailers who sell the vegetables, such as lettuce, tomatoes, and cucumbers, to the consumer.”
Tom explains that this process includes plant breeders, growers, traders, freezing plants, and, for example, cutting businesses. “It is crucial to understand how these links are connected and who makes the decisions about which crop varieties are used, such as a tomato variety for a fast-food restaurant that doesn't lose too much juice from its tomatoes. With this knowledge, we can proactively respond to market needs and approach new customers.”
Challenge 3: Achieving a 360-Degree Customer View
Building a complete 360-degree customer view is also central to Rijk Zwaan's approach. “What you want is for all relevant customer information to be brought together in one place. This gives us a complete and accurate picture of the customer. The goal is to be able to quickly inform new colleagues about customer needs.”
By collecting and analyzing a wealth of data, Rijk Zwaan gains insight into what customers need and how they can tailor their products and services accordingly. “Our offering goes beyond just the seed; it includes advice, marketing support, and we connect links in the chain.”
To tackle the above challenges, a good CRM system is needed. We ask Tom why Rijk Zwaan chose Bluedesk CRM and Aurea.
How do you like using Aurea CRM?
Rijk Zwaan chose Aurea CRM for two reasons: “The robust offline capabilities and the flexibility to seamlessly fit into our existing processes.” For Rijk Zwaan, offline access is essential. Many of their customers are farmers and growers in areas of the world where internet access is not always stable.
Aurea makes it possible to always have important information at hand, anywhere and anytime, even in the most remote areas, and to effortlessly process data – directly from an iPad. “In short, Aurea keeps us connected, which helps us not to miss any opportunity to support our customers, wherever they are.”
Choosing Bluedesk CRM: A Cultural Fit
Tom explains that the reason Bluedesk CRM is such a good fit for Rijk Zwaan is mainly due to shared values and cultural similarities. “We appreciate their familial, human approach to business, where the real work takes precedence. That hands-on mentality definitely appeals to us.”
What Tom wants to add: the importance of user adoption
Lastly, Tom wants to add that user adoption is incredibly important for weaving the shift from product- to customer-centric work throughout the entire organization. “We are focusing on training and developing the right skills, with the goal of having the entire team think and act with the customer in mind. By combining practical applications with a strong focus on collaboration and change, we ensure that our CRM is more than just a tool; it becomes the driving force behind our customer-centric strategy. In short, we are renewing our methods and making our systems smarter, with the customer as our compass.”
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