A holistic view of the customer
KRONE Landschmaschinen connects sales and after-sales throughout the entire customer lifecycle – in both the analog and digital sales worlds. The big picture provides clarity about processes, roles, and responsibilities and strengthens customer focus across all channels.
topic
• Sales and after-sales
• Vision
industry
• Mechanical engineering
• Agricultural engineering
format
• Big Picture (Vision)
area of application
• Internal communication
• Sales
• Customer service
Target group
• Employees
• Partners
• Customers
special features
• Connecting machines, digital services, and emotional brand loyalty
Initial situation & challenge: Sales & after-sales in transition
KRONE is fundamentally restructuring its sales and after-sales approach. In addition to its established core business in mechanical engineering, digital services are becoming increasingly important. They accompany customers throughout the entire life cycle – from the initial contact to the ongoing operation of the machine.
This development is complex, as it brings together different levels: physical products, software-based additional functions, services, and digital touchpoints. At the same time, KRONE is strongly characterized by tradition, personal proximity, and brand loyalty that has grown over generations. The change was not allowed to overshadow this identity, but had to consistently continue it.
The central challenge was to clearly communicate this holistic approach – both internally and externally. It was important to illustrate how sales and after-sales, analog and digital channels interact without losing sight of the brand essence.
The solution: Holistic customer relationship management
The Big Picture consolidates KRONE's new sales and after-sales approach into a coherent overall picture. Along the customer journey, it becomes clear how machines, digital services, and personal support intertwine to create a consistent customer experience.
Digital offerings such as machine support platforms, data-based additional functions, and service and maintenance reminders are presented not as supplements, but as an integral part of the product experience. At the same time, personal proximity remains visible: the global network of sales, service, and competence partners continues to form the backbone of customer relations.
In this way, the big picture provides orientation, promotes a common understanding of change, and supports coordination of roles, offerings, and added value.
Individual scenes
Purchase and ordering process
The scene shows a transparent purchasing process that brings together product and service. Together with the dealer, the customer decides not only on the machine, but also on a complete package of training and service. The customer's onboarding process begins as soon as the order is placed.
Digital support in everyday life
KRONE Smart Telematics makes machine data usable in operation. With the ComPack Pro baler, storage location and moisture can be digitally recorded and bundled in the myKRONE.green account. This portal provides users with a basis for documenting, analyzing, and optimizing work processes.
Secure administration
The scene shows how all recorded data can be accessed independently and used for analysis to optimize specific processes. This supports day-to-day work and provides concrete information, for example, on upcoming service intervals. The data remains secure in the myKRONE.green account—it belongs to the customer and remains in their hands.
This is how the big picture came about
The big picture was created in collaboration with a large project group, with a core group set aside for minor queries and iterations. This allowed feedback from all participants to be incorporated into the picture and queries to be answered quickly and in a targeted manner. At the same time, the core group developed detailed content that had been requested in advance by the large project group.
1. Workshop & Analysis
During the kick-off meeting, the large project group laid the foundation for the big picture. The topic was explained in detail and supplemented with additional aspects.
2. Core group & iteration
A core group developed definitions and in-depth content through targeted questions. The impetus provided by Big Picture led to clarifications and created additional content that provided internal guidance within the company.
3. Feedback & Finalization
The core group's work was then reviewed once again by the larger project group. This allowed for final adjustments to be made and the big picture to be finalized.
Effect & Results
The Big Picture serves as a central orientation and communication tool for the new sales and after-sales approach at KRONE. It supports internal change and makes it easier to explain the expanded range of products and services to customers.
"Working on the big picture has made our idea visible."
"Before creating the Big Picture, we described sales, after-sales, and digital services individually, but we couldn't think of them as an integrated system. Each area had its own perspective, and it wasn't clear how machines, services, digital functions, and partner networks really interacted.
Working together on the big picture has revealed for the first time what our new approach is all about: consistent interaction throughout the entire customer journey. The big picture has helped us to combine different perspectives and translate them into a clear logic. Today, we have a common language for our transformation – internally as a guide and externally as a clear explanation of our expanded offering."
Quote source, position
Frequently asked questions about
Big Pictures
What exactly is a "Big Picture"?
A Big Picture is a visual representation of complex topics such as corporate strategies, processes, or visions. It summarizes all the important information in a single, easy-to-understand graphic that clearly shows connections and processes.
For what purposes can I use a Big Picture?
Big Pictures are versatile: for internal communication (employee onboarding, strategy workshops), external communication (customer presentations, marketing), training, change management, and for visualizing complex projects.
In what formats is the Big Picture delivered?
We deliver your Big Picture in various formats: as a file for use in all digital channels, as a high-quality large print for your premises, as an animated video for presentations or online channels, and as an interactive Click Picture with info boxes for digital applications.
How long does it take to develop a Big Picture?
The duration depends on the complexity of the topic and the desired scope. After an initial consultation, we will create a detailed schedule and a transparent cost overview.
How is the Big Picture adapted to our company?
Every Big Picture is unique. We work closely with you to accurately reflect your specific content, corporate design, and corporate world. The process involves several coordination steps.
Do you also offer a free initial concept?
Yes, gladly. As part of a free initial consultation, we can also discuss the possibility of developing a non-binding initial concept for your specific topic so that you can get an idea of the possibilities.
Big Pictury
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