Farmax improves data integrity and customer engagement with new CRM Solution

Farm Modeling Software.




  • Increase visibility of customer data.
  • Formalize management of customer contact.
  • Streamline customer billing.
  • Improved processes and data management.
  • Greater accuracy in customer dealings.
  • Increased sales and customer engagement.
  • Staff now confident they have the right tools to work effectively.

Business Overview

Farmax provides farm modelling software to sheep, beef and dairy farmers across New Zealand and around the world.  The software and model helps farmers get the best results from their farms. Farmax has hundreds of farmers and agricultural consultants using their software and provides a helpdesk, as well as a bureau service for farm modelling. Farmax use Agiloft to handle their CRM and Sales.

At its core, Farmx is a computer model that is used by both farmers and farm consultants to make feed planning simple, accurate and able to quickly clarify options. They have been developing and providing their flagship computer model for 20 years. Backed by great science and great industry partners, their products are applications of a commercial strength not usually seen in agricultural software. Farmax has evolved to become New Zealand's "standard" for assessing options for pastoral systems.


Farmax used a bespoke software package to record information about the users of their software, but this allowed them to record only basic details. The vast amount of data meant that any analysis of their customers required spreadsheets and a lot of guesswork. Other contacts, sales leads, and trial users were dealt with the same way.

Calls to the helpdesk were not recorded, meaning that Farmax wasn’t sure how many calls they were receiving and what the customer pain points were. Follow-up tasks and calls were passed via emails or post-it notes. Customer billing was handled via a complex, time intensive manual process that gave staff no visibility of what products customers were using and how much they were paying.

In short, Farmax needed a system to help them keep track of their customers and products so they could make a step change in their sales and service.

“We thought we had some pretty unique requirements but Agiloft was able to meet every challenge we threw at it.”
-Gavin McEwen, General Manager, Farmax

The Solution

Farmax evaluated all the name-brand CRM solutions. Their main criteria were that the system be highly customizable so it could be tailored to their specific business needs, but it also had to be cost effective and easy to use. After some analysis, Farmax found that most solutions were not as flexible as they hoped, and that their license models made the software very expensive for small businesses. But Agiloft provided all the flexibility that was needed at a surprisingly good price point. They started by reviewing the Support Case functionality and were struck by the flexibility and stability of the product.

Because Farmax had a basic system in place, they wanted to import all the existing data and integrate related processes into the new system.  Importing data into Agiloft and setting up the customer data, including special relationships between farms and consultants was straightforward.

New Zealand based Agiloft Partner, Saasam, was engaged to configure the system.  The team at Farmax were amazed at how quickly and simply the system could be configured to meet their needs. Configuring the initial Agiloft system took less than 100 hours, including a couple of iterations based on user feedback. While Saasam built the initial system, Farmax focused on getting their CRM systems, processes and data up to scratch. 

“With the system taken care of, we were free to focus on the important part – how we were going to improve our delivery to our customers” says Farmax General Manager Gavin McEwen.

The most complex part of the system was dealing with the complex subscription pricing and discount model that Farmax uses. This was accommodated in the system due to some joint analysis by the SaaSam and Farmax consultants. Over time, Farmax has made some big improvements. One notable benefit is that clients can create their own subscriptions, now that access has been given to end users. 

Farmax now enjoys all of the benefits of the Agiloft Customer Relationship Management solution: 

  • Agiloft is flexible and is customized to Farmax’s specific business model. With help from the Saasam team, Farmax could integrate all the existing data and configure the system to match their unique requirements. 
  • Agiloft’s prebuilt tables and custom modules support the entire cycle from lead to cash with an integrated system for lead, opportunity, implementation, installation work orders, fixed assets, shipping, billing, technical support and service work orders. 
  • Farmax were able to do the initial implementation in a very short timeframe and continue to utilize Agiloft to configure more of their business processes. 
  • With Agiloft, Farmax employees are able to view all customer data in a centralized view rather than try and access relevant information from disparate sources.
  • Searches are easy to build and very flexible to use rendering data accessible and meaningful. 
  • Agiloft allows Farmax to create complex customer invoices with a click of a button.
  • There are no charges for additional modules or functionality, so rolling out additional processes is pure added value.

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