What business problem(s) did your organization / project face, and why did you choose a digital adoption strategy to help you solve it?
At BASF Agricultural Solutions, we empower farmers to accomplish the biggest job on earth. Guided by our ambition to become the most customer-centric agricultural pure-play company by 2030, we set out to enhance customer experience through greater efficiency and effectiveness. To support this vision, we built a global digital ecosystem centered on Salesforce. Over the last three years, we deployed Salesforce to more than 75 countries and 4,500 users, navigating diverse local languages, unique processes, and the need for tailored customizations.
To drive adoption at scale, we needed an efficient, cost-effective way to onboard users, launch new features, and support significant change management—all without disrupting daily operations. We also required a solution flexible enough to accommodate country-specific needs. Our search for a Digital Adoption Platform led us to Gartner’s Magic Quadrant, where WalkMe emerged as best in class. Its versatility, scalability, and ability to deliver highly customized content made it the clear choice. With exceptional support from WalkMe and our DAP partner, Charlton House Partners, we have accelerated adoption, strengthened user capability, and expanded WalkMe across our global business—delivering meaningful impact for our teams and the farmers we serve.
How did you use WalkMe, in conjunction with other strategies and technologies, to address your challenges?
Our training and enablement strategy begins with persona-based learning journeys built in partnership with business process experts who understand the needs of our sales and marketing teams. Our instructional designers blend instructor-led training (ILT), eLearning, how-to videos, demos, and reference materials to equip users with the skills required to adopt new functionality quickly and confidently. WalkMe enhances this toolkit by allowing us to replace costly in-person ILT with virtual sessions supported by Smart Walk-Thrus, SmartTips, Shoutouts, and Quizzes. With WalkMe’s powerful segmentation—by persona, role, geography, and more—we deliver targeted guidance directly in the flow of work.
WalkMe Insights provides real-time aggregated user data, giving us immediate feedback on training effectiveness and validating knowledge retention and feature adoption. As new tools and processes rolled out globally, WalkMe enabled faster onboarding, consistent messaging, reduced training costs, and accelerated feature adoption. Users became proficient more quickly and benefited from always-available support, increasing their confidence in new systems and ultimately strengthening the customer experience.
For the “basic” tasks that everyone needs to do, we user smart walkthroughs and smart tips to support the users if they had questions. We compliments these with shoutouts and links displayed in the flow of work to a segmented audience. For more complicated process flows, we created a task automation character called “Bizzy Bee” who is a very good pollinator of information for the team and can easily automate many of the tasks. We avoided costly Salesforce customizations by having Bizzy Bee automate the flows, shuttle some data from field to field and in a few cases check for accuracy of the information entered. Sales reps have gotten accustomed to having Bizzy Bee available to help them and feedback surveys noted they look for the Bizzy icon as a trusted partner to help them get things done.
How does your digital adoption strategy, especially with regard to WalkMe, impact or benefit your end-users (customers and/or employees), your team, and leadership?
We know customer experience improves when employee experience improves. With WalkMe, our teams now use new tools confidently and efficiently, enabling them to serve more customers. Both CX and EX scores have risen, supported by our WalkMe deployments. While our multichannel learning strategy makes isolating WalkMe’s exact contribution difficult, our performance indicators clearly show its impact.
Smart Walk-Thrus and Smart Tips have reduced Salesforce support cases by 20%, allowing us to expand coverage without additional resources. WalkMe’s segmentation and targeted content cut requests for local customizations by 48%, supporting our goal of keeping 80% of features standardized while still meeting country needs. We’ve also seen a 37% decrease in Visit Report creation time and a 25% improvement in report quality. With WalkMe, more reports are created faster and at higher quality—strengthening data integrity and enabling better decisions across our organization.
How has your digital adoption strategy, especially with regard to WalkMe, helped your organization better achieve its mission, goals, or values?
We use WalkMe ShoutOuts, SmartTips, and Smart Walk-Thrus to engage users the moment they enter our ecosystem. These tools have driven log-in rates above 85% and increased time-in-application, enabling users to accomplish more during their office days. WalkMe has also transformed our Visit Reports process. In just three months, report volume increased 15%, while creation time decreased and quality improved.
With WalkMe’s guidance and automation, users capture richer customer insights, which business and marketing teams now analyze to identify trends and address emerging needs. This has led to targeted content that proactively resolves customer concerns—prompting one customer to ask, “How did you know I was struggling with this before we even talked?” This kind of feedback reinforces that we are delivering a truly elevated customer experience.
What about your implementation or success makes you most proud? Why?
Our evolution along the DAP maturity model has been one of our greatest achievements. We began by publishing broad knowledge through Smart Walk-Thrus and SmartTips, then refined our approach to deliver segmented, role-specific guidance that directly supports user productivity. When we introduced WalkMe automation to streamline complex workflows, we reached a true milestone in driving efficiency.
One standout example is our WalkMe ActionBot, “Bizzy Bee.” Acting as a pollinator of information, Bizzy automates key tasks, reduces manual entry, and even validates data accuracy. By using Bizzy instead of costly Salesforce customizations, we automated field population, streamlined navigation, and simplified multi-step processes. What started as users watching Bizzy work has evolved into complete trust—Bizzy now performs tasks autonomously for them. More than 1,000 users have engaged with Bizzy, saving an estimated 1,000+ hours per year. As we expand our digital ecosystem, we look forward to deploying Bizzy Bee across new tools and processes—continuing to deliver smart, reliable automation that helps our teams get work done with confidence.
Please share any additional information about your role in the project, your results, and/or your vision for the future that supports your submission.
As DAP project lead for Ag Solutions, I’ve guided our growth from a Salesforce-focused effort to a division-wide program now expanding into Veeva, SharePoint, and company wide expansion into SAP. What began as a small agricultural initiative has evolved into a high-visibility digital backbone within BASF, generating strong interest in WalkMe Learning Arc and Signavio integration. Our next major opportunity is fully activating WalkMe Insights. By connecting Insights to Power BI and Signavio, we will gain clear, end-to-end visibility into user behavior across complex processes, enabling data-driven improvements that enhance efficiency, adoption, and overall business impact.