Hortifrut and Ayesa Digital drive intelligent customer service management with Salesforce

This transformation project streamlines the management of claims and incidents, improves response times, and ensures full traceability.

Ayesa Digital, a global provider of technology services, has developed and implemented an innovative claims and incident management solution based on Salesforce Service Cloud for Hortifrut EMEA. As a global leader in berry production and marketing, the company can now comprehensively optimize customer service and the traceability of its internal processes.

The new system, designed and implemented by Ayesa Digital’s Salesforce team, enables Hortifrut EMEA to centralize and automate the management of claims, rejections, and incidents reported by its international customers. Thanks to Salesforce Service Cloud and Experience Cloud, the company now has a unified platform that enhances operational efficiency, reduces response times, and strengthens customer satisfaction.

The project has delivered full digitalization of the service cycle—from case intake, via channels such as email or web forms, to final resolution—including direct integration with Hortifrut’s SAP ERP.

Advanced technology and a 360° customer view

The new portal, built on Salesforce Experience Cloud, provides a B2B interface for Hortifrut teams where they can review, update, and monitor cases with a comprehensive 360° view of the customer. Through this console, users have secure, intuitive, multilingual (Spanish and English) access to contact data, orders, activities, incidents, and approval workflows.

In addition, the system incorporates automation, analytics, and SLA control features, ensuring full traceability of each claim and compliance with agreed response times.

IT Innovation in the agri-food sector

With this initiative, Hortifrut takes a decisive step toward the digitalization of its customer service processes, reinforcing its commitment to quality, efficiency, and transparency throughout the supply chain.

For its part, Ayesa Digital strengthens its position as a Salesforce technology partner, contributing its experience in multinational projects, SAP integration, and industry-specific solutions for the consumer goods and agri-food sectors.

“At Hortifrut, we put the customer at the center. This solution reinforces our quality model and provides real, end-to-end traceability to help us resolve issues with greater agility and rigor. It is a natural step in our pursuit of operational excellence”, says Ramón González Mesa, IT Regional Director EMEA at Hortifrut.

“At Ayesa, we believe in practical innovation and in putting technological intelligence at the service of the business. Our partnership with Hortifrut demonstrates the value of combining industry expertise, automation, and a global vision”, adds Antonio Galán Vázquez, Consumer Director at Ayesa Digital.