BarthHaas: The digital journey of hops
Success Story
The project
As the world‘s leading supplier of hop products and hop-related services, BarthHaas is the contact for the creative and efficient use of hops and hop products.
To do justice to this creativity in the work processes, BarthHaas was looking for an experienced partner and a flexible system. Through the understanding meeting the customer at eye level and also to openly question given processes, the choice fell on Salesfive and the CRM system from Salesforce.
Technologies
These technologies were used
Systems are only as good as the technology behind them. That‘s why we rely on modern solutions from the Salesforce ecosystem for our customers‘ digitization projects. The following technologies, among others, were used at BarthHaas.
Marketing Cloud Account Engagement
Salesforce Marketing Cloud Account Engagement is a platform for automated B2B marketing and lead management.
PDF Butler
PDF Butler is a tool for automated document creation in Salesforce.
DocuSign
DocuSign is an integration that allows you to create, send, sign, and manage documents within Salesforce.
“With Salesfive, we have found exactly the partner we need! We are pleased to have laid the foundation with this project – not only for further portals, but also for a holistic digitalization of our customer and supplier management.”
Requirements
– Introduction of a CRM system with link to the ERP system for synchronized data landscape
– Holistic digitization strategy, “along the hop”
– 360-degree capture of all customer data and activities
Customer benefits
– Reduction of manual activities: Automation of contract and quotation preparation
– Chatter as a new communication channel: saves time and long communication channels
– Process inquiries anytime and anywhere with Salesforce Mobile Publisher: Planterportal available as an app in the App Store
Solution
– Leading the way with Salesforce: BarthHaas is one of the first German users of Salesforce Mobile Publisher!
– Implementation of Sales Cloud, Service Cloud, Experience Cloud, and Marketing Cloud Account Engagement
– Introduction of various automations for contract and quote creation
– Introduction of Salesforce Mobile Publisher: mapping of the planter portal as an app
– Integration of DocuSign: digital signatures
– Integration of PDF Butler: easy creation of documents in Salesforce
Advantages for BarthHaas
– Biggest advantage: traceability of customer communication from email to digital document creation and signing
– All activities recorded centrally: from trade fair visits to sample orders
– Transparency, efficiency, and time savings thanks to a clear system and automation
– Salesforce provides opportunities for upselling
– In addition to merchandise sales, the service business is also mapped
Process
The digital journey of hops
At this point, we take you on the journey of hops – from purchasing to sales and processing inquiries.
The purchasing department creates orders for the natural raw material hops to be purchased in the respective harvest year and passes these on to its buyers. This is where the journey of the hops begins. Orders can be passed on directly to the growers via the Pflanzerportal (Experience Cloud), so that they – like the purchasing department – are always up to date.
Experience Cloud and Sales Cloud
All buyers can see which orders are pending in the Sales Cloud and can communicate these to the growers via the portal. The hop growers are suppliers to BarthHaas who can operate independently in the specially developed Pflanzerportal. Growers can then use the portal to submit specific requests for their varieties and quantities. These requests are sent back to the purchasing department.
This is where the hops continue their journey and end up in the Sales Cloud. All information, such as communication activities, negotiation documents, and contract creation based on requests, is documented in the Sales Cloud. The purchased raw hops are then processed further.
The portal is also available to all stakeholders as an app, enabling access to data anytime, anywhere.
The refined hop products are now ready for sale. This process is handled transparently in Sales Cloud. The buyers are often breweries. Read here to find out how the entire sales process is handled in Salesforce:
Sales Cloud
Before an offer is created, the hops take another step back – to the negotiation stage. In the meantime, samples can be sent to the customer for testing. Once the sales team and the customer have reached an agreement, a quote is sent and signed digitally. An order confirmation is also automatically sent to the customer from the Sales Cloud. The order is then transmitted directly to the ERP system, where the purchasing and sales data are merged.
This is where the hop‘s journey in the cloud ends. After the hops are processed into pellets or extract, they are delivered and ultimately end up on many people‘s tables in the form of a wide variety of beer creations or as part of pharmaceutical products.
In the last section, we would like to show you how BarthHaas handles inquiries via the Service Cloud.
Since BarthHaas does not have a service department in the traditional sense, but instead handles sales and purchasing inquiries directly within the respective teams, the Service Cloud is used by both departments.
Service Cloud
BarthHaas uses the Service Cloud ticket system to process the following types of inquiries, among others:
– Email inquiries
– Visit requests
– Sample orders
– Complaints
– Crop failures
– Contact requests
Once the service cases have been resolved, the data is stored directly and the respective employee can address any potential challenges in the next conversation, ultimately increasing customer satisfaction.
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