Syngenta builds core logistics system for a better customer experience

Challenge

Seeding a new business model

As a customer-obsessed organization, Syngenta wanted to transform the seed buying process for customers by creating a modern, user-friendly, personalized experience for growers.

In Syngenta’s new GHX model, instead of overwhelming farmers with programs and offers, the company simplified the seed buying process to focus on what matters to them – getting the right seed on the right acre and at the right population to maximize ROI – all at one flat, per acre price. Customers also receive personalized recommendations based on their specific farms, so that they get the right seed for their fields—not just the cheapest ones.

The company was ready to roll out the new model, but there was a problem: “We had no systems to support the GHX model because our previous process was through and with channel partners,” shared Casey Vulcan, Digital Product Manager. “We needed to build a new solution that we could get to market quickly, in time for the buying season, and ensure it integrated into all our existing platforms, namely SAP and Salesforce.”

With speed and integration in mind, NovioQ—an OutSystems partner Syngenta had worked on multiple projects—recommended the OutSystems platform.

Solution

OutSystems plus SAP equals exceptional user experience

The new solution built in OutSystems aimed to replace Syngenta’s fragmented logistics system and process, which required sellers and Syngenta’s collaborators to access multiple tools. “The goal was to create a user-friendly platform that allowed external agents to manage all transactional activities in a single system, from order and invoice to delivery and returns,” said Casey.

To achieve this, the new tool needed to track Syngenta’s inventory across the US, and serve as a central hub for field agents to manage orders and deliveries, and handle returns. It also had to integrate with Syngenta’s SAP system for customer invoicing. The result was GHX-Logistics.

“We were opening SAP to external users, so a good user experience was crucial to ensure they could navigate the app easily and autonomously,” explained Casey. “That’s what made OutSystems such a perfect fit.”

With the support of NovioQ—an OutSystems partner with SAP Certification—, Syngenta leveraged BAPIs to integrate the OutSystems solution with SAP. This allowed Casey and his team to easily integrate the two tools without creating a bunch of custom integrations.

Learn more about Syngenta’s SAP journey with NovioQ and OutSystems in this webinar.

Results

1-2 Developers, 2x development speed

Syngenta launched GHX-Logistics to end users in three months with only one developer, occasionally two depending on the development needs. Now, with a backlog of items to implement, that same developer delivers three to four new features every two weeks.

In nine months, GHX-Logistics has processed 1,360 deliveries and 1,230 order updates. And compared to traditional branded businesses, GHX-Logistics has a return percentage that is 75% lower.

The logistics app’s user-friendliness has also been vital in attracting new agents. Casey explained: “Without an intuitive tool, we’d quickly lose support from our agents and sellers. Instead, we’re seeing a significant jump in the number of agents working with us because they have the technology to do their jobs better.”

When asked about the benefits of OutSystems, Casey highlighted the development efficiency. “Within the GHX development team, I have four different technology groups working in parallel, with each team averaging 6-10 people. In contrast, the OutSystems team has just one-two developers, yet they deliver twice as fast as any other team.”

The speed of development and the ability to quickly change and iterate is crucial for Syngenta to innovate and stay ahead of competitors. Casey concluded, “I credit our leadership team for creating this new model that disrupts a process that has existed for hundreds of years. And thanks to OutSystems, we can keep up with this progressive innovation through technology.”