How Agrifirm-GMN embraces digitalisation with iCrop
Connected customer records and field visits for flower-bulb advice.
Interview with Lex Broersen Data Analyst, Agrifirm-GMN
First published . Roles, figures and future plans reflect the original interview date.
The story at a glance
The challenge
Advice and registration work was done manually or held in separate systems.
Using iCrop
A CRM integration makes customer information and field visits centrally accessible. Advisers record observations, share advice and plan tasks.
What changed
Lex Broersen describes time saved, better communication and advice better matched to cultivation conditions.
From the interview of
Agrifirm-GMN is an adviser and supplier in the flower bulb sector, serving clients from small-scale growers to large export companies. The company provides cultivation advice, fertilisers, crop protection and other cultivation supplies. Advisers support growers throughout the entire process, from crop preparation to harvest.
By integrating its expertise with innovative technologies, Agrifirm-GMN is committed to sustainable and efficient solutions for the sector. According to Lex Broersen, Data Analyst at Agrifirm-GMN, the integration of iCrop has fundamentally improved its services and business processes: “With iCrop, we have taken a digital step that is essential to continue responding to the challenges in our sector.”
Challenges before iCrop
Before implementing iCrop, Agrifirm-GMN encountered several challenges. Advisory and registration tasks were frequently performed manually or stored in isolated systems, resulting in inefficiencies and a lack of oversight. As the sector expanded and crop protection products became scarcer, digital support for both growers and advisers became increasingly essential.
“Our advisers were confronted with increasingly complex regulations and fewer available resources. This made it essential to substantiate advice better and take the right actions at the right time,” says Lex. “A reliable digital solution was indispensable.”
Why iCrop?
Agrifirm-GMN chose iCrop for its versatility, flexibility and reliability, and because the platform is specifically designed for the agricultural sector. Field overviews, observations and compliance checks support advisers and growers. Collaboration with AppsforAgri was a key factor, as the software could be customised to Agrifirm-GMN’s specific needs.
“We wanted a platform that was immediately deployable and could grow with our business processes. iCrop perfectly aligned with our need to work more efficiently and in a more data-driven way. That was the decisive factor for us,” explains Lex.
Implementation and use
iCrop was implemented in close collaboration with AppsforAgri. The process began with training sessions and the appointment of superusers within the company, which accelerated its adoption among advisers.
“AppsforAgri supported us throughout the entire process, from the initial tests to the final rollout. This support enabled our advisers to quickly familiarise themselves with the system and fully benefit from its features,” says Lex.
The integration with Agrifirm-GMN’s CRM system has made customer information and field visit data centrally accessible, improving internal collaboration.
Results and benefits
Since adopting iCrop, Agrifirm-GMN has seen improvements in daily operations. The platform allows advisers to share advice, schedule tasks and digitally record observations.
“Thanks to iCrop, we save time, improve our communication, and can better tailor our advice to specific cultivation conditions. The combination of user-friendly tools and centralised data access allows us to elevate our services. Furthermore, integrating with the CRM system provides faster insights into customer needs and cultivation challenges,” says Lex.
Future prospects and expansion
At the time of the interview, Agrifirm-GMN planned to expand its use of iCrop with features to support growers and advisers in precision farming and sustainable cultivation.
“The demand for accurate data and advanced tools is increasing, especially with pressure from regulations and sustainability. iCrop provides us with the means to proactively respond to these developments,” states Lex.
A recommendation for other advisory organisations
“iCrop combines flexibility and user-friendliness with powerful features specifically designed for the agricultural sector. The platform not only enhances efficiency but also offers a reliable foundation for better customer support and achieving our business goals. Thanks to our collaboration with AppsforAgri, we have a solution that prepares us for the challenges of the future.”
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