Asia Farms × Rework — Customer Case Study

Contents

What's in this case study

Industry

Company Overview + Industry Context

How Asia Farms operates across B2B outlet sales and B2C home delivery — and why fresh dairy breaks most CRM tools.

Turning Point

Why They Acted Now

Three compounding pressures — missed sales targets, runaway growth, and a named B2C revenue leak — that made “fix this properly” the only option left.

Needs + Scope

Before/After Map + Confirmed Scope

The old operating gaps, the Rework replacement layer, and the 8 solution scopes confirmed during discovery.

CRM Solution

Outlet Acquisition + Database + Dashboards

The CRM layer: new outlet pipeline, health-scored account database, and live management dashboards across hundreds of outlets in Malaysia.

Workflow Solution

Visits, Health Scoring + Expiry Alerts

Public visit webforms, GPS-tracked field visits, automated health scoring, and expiry alerts tied back to CRM accounts.

AI Solution

B2C AI Qualification + WhatsApp Broadcast

A dedicated B2C flow: WhatsApp broadcast for outbound campaigns, AI qualification for inbound inquiries, and live-agent handoff for fulfilment.

02 / 13

Company Overview

From the farm to the shelf — and straight to your door

Real Food Real Good (RFRG), trading as Asia Farms and The Farm Shop, is a Malaysian fresh dairy brand producing and distributing fresh milk, yogurt, and dairy products across 130+ SKUs.

🏪 B2B — OUTLET SALES

Sales reps visit and supply supermarkets, convenience stores, grocers, hotels, and cafés across multiple Malaysian regions. Deals take 1–12 months to close.

📱 B2C — HOME DELIVERY

Direct orders from end consumers via WhatsApp, Instagram, Facebook, and the brand website. Orders close in minutes — response speed is everything.

Team structure on Rework

Role	Function
Sales Manager	Pipeline oversight, KPI management, strategy
Outlet Ops	Visit report review, workflow master
CS / Sales Admin	B2C WhatsApp inquiries, AI agent handoff
Primary Admin	Full system visibility across all modules
Field Sales Reps	Region-assigned; GPS check-in; mobile forms; ~70 outlets each
Promoters	Daily outlet visits; GPS check-in; photo submission via public webform

Tech stack before Rework

Excel WhatsApp Google Forms Google Sheets Standalone ERP (not integrated) Verbal handoffs

At a glance

130+SKUs

~70Outlets / Rep

20Users

2Distributors

How the business makes money

RFRG produces, brands, and delivers their own products directly to outlets. Revenue runs on three levers:

📦

Outlet coverage breadth
More outlets listing RFRG products = more revenue potential. Prospecting new outlets is a direct growth lever.

🧊

Shelf execution quality
Chiller temp, planogram compliance, FIFO rotation — these aren't ops details. Expired stock = returns = net sales loss, directly.

💬

B2C conversion speed
WhatsApp inquiries have a 15–30 minute attention window. Miss it and the lead is gone. Response time is a revenue variable, not a service metric.

Why generic CRM doesn't work here

B2B outlet cycles run 1–12 months. B2C orders close in 15 minutes. One system has to handle both — without generic CRM compromises.

03 / 13

Turning Point

Why they expanded now

Asia Farms was already on Rework for order fulfillment. This deal expanded the system to cover the full sales funnel — from first prospect to field visit.

Pillar 01

The sales team was missing targets — with no way to diagnose why

When asked directly whether the team was hitting their RM 100,000/month target per rep, Sanusha didn't hesitate. No KPI dashboard, no activity log, no visit tracking. Management could see the shortfall in the numbers — they couldn't see the cause in any system.

"My answer is no, because I think there is lack of clarity on what they're supposed to do, the activities that they're supposed to do, the efficiency, the efficient use of their time and resources."
— Sanusha Kannan, Sales Manager

Pillar 02

A growing business that had outrun its own infrastructure

Multiple regional reps, ~70 outlets each, two distributors, a growing B2C channel — all on Excel and WhatsApp. New initiatives were launching faster than the infrastructure could track them.

Pillar 03

A named revenue leak on the B2C side that couldn't wait

Twenty WhatsApp inquiries a day, handled by one person. A 5% conversion rate. A 15–30 minute attention window that Niza — alone — could not reliably meet. Sanusha already knew the benchmark: responding within 5 minutes increases conversion by 391%. The AI agent was a direct fix for a named revenue leak the team had already accepted they were losing every day.

"Within 15 or 30 minutes, there is no response or no precise response. That means they ask a question and there's a generic answer. Generally, you will lose the customer."
— Sanusha Kannan

Decision Journey

Existing Customer

Crosssell — not a new acquisition. Asia Farms was already on Rework for work ops and order fulfillment. George documented the gaps: sales pipeline and field visits had no system coverage.

Pre-Discovery

Esther meets Niza; receives George's documents; builds demo AI agent with Asia Farms FAQ and product data.

Discovery Session

Full revenue motion mapped. 8 scopes confirmed. Hana builds pipeline, database, and expiry automation live during the call.

Day After

WhatsApp / Meta technical setup session. WhatsApp number connected to Rework.

🚀 Target: ~1 Week Post-Discovery

Full Go-Live — all 6 high-priority scopes live

04 / 13

Needs & Goals

What had to change — and what replaced it

Solution scope confirmed

Moved from the old implementation page into the needs/scope page.

Outlet Acquisition Pipeline Outlet Database + Health Tiering Public Visit Webform Health Scoring + Expiry Alerts Sales Performance Dashboard B2C AI Qualification WhatsApp Broadcast Merchandising Dashboard · Medium Distributor Compliance · Deferred

Before Rework

🗂️

Outlet lead pipeline
3–10 new leads/month tracked in personal Excel files and WhatsApp. No stages, no assignment, no pipeline visibility.

📍

Field visit tracking
Promoters fill digital form and manual paper form with signatures/stamps — every visit, twice. No GPS check-in, no photo proof. Management couldn't confirm visits happened.

🏥

Outlet health scoring
Manual Excel ratings with no formula. Updated ad hoc and inconsistently across reps. No automated alerts.

⏰

Expiry risk management
Reactive only. No alerts. Merchandiser data never captured digitally. Found out after expiry, not before.

💬

B2C WhatsApp sales
One person (Niza) handling ~20 inquiries/day manually. ~5% conversion. Response regularly exceeds 30 minutes.

📊

Management reporting
None. Sales manager could see targets missed — but had no diagnostic data to understand why.

After Rework

🗂️

Outlet Acquisition Pipeline
5-stage CRM pipeline (New Leads → Trading Term Agreement). Deal card per outlet. Activity log. Commission tracking tied to close.

📍

Rework Visits Module
Route planning, GPS check-in/out, mobile custom form. Live Map with 2-minute GPS refresh for all field staff.

🏥

Automated Health Scoring
100-pt score from 4 weighted categories. Monthly tier auto-calculation (A/B/C/D). Score written back to CRM after every visit.

⏰

Automated Expiry Alerts
Webform deadline auto-set from expiry date entered at visit. Automated notification to assigned salesperson before threshold.

💬

AI Agent — B2C Channel
Message Broadcast (outbound) + AI Reply (inbound 24/7). Narrows 130 SKUs to ≤3. Collects order. Hands to Niza. Target: 20–30% conversion.

📊

Live CRM Dashboards
Outlets by rep/tier/location. Visit frequency compliance. Health score trends. Rep KPI tracking vs. RM 100K/month target.

05 / 13

CRM Solution · Part 1

Outlet Acquisition Pipeline + Lead Capture

Every new outlet — independent store or chain HQ — enters the same CRM pipeline. Inbound or outbound, both follow the same 5-stage sequence.

Pipeline stages

Prospect — outlet identified by sales team or inbound inquiry received

Requirement Gathering — recce visit or buyer meeting; understand outlet's needs

First Meeting / Proposal — present products, propose listing terms

Sample & Presentation — submit samples; buyer reviews interest and requirements

Negotiation — agree terms: SKU list, listing cost, promo timelines, T&Cs

Trading Term Agreement — formal contract signed; customer registered

Closed — Handoff to Ops — outlet moves to active account database; visit cycle begins

Prospect

Req.
Gathering

Proposal

Negotiate

Trading
Term

Closed ✓

What gets logged per deal card

Outlet name, location, type, contact
Assigned salesperson
Expected close timeline (set by sales manager)
All calls, emails, and meeting notes
To-dos and next actions
Commission tracking — tied to deal close

Why it matters

Sales cycles range from 1 month (individual store) to 12+ months (chain HQ). Without stages, there's no forecasting. Without assignment, there's no accountability. Without activity logging, there's no way to understand why deals stall — or reward reps who close them.

"There is no proper reporting system. So that is what we would like to change. It also will affect commissions tracking and also KPI tracking."
— Sanusha Kannan, Sales Manager

Outlet Acquisition Pipeline — Rework kanban view

Outlet Acquisition Pipeline — 5-stage kanban in Rework

06 / 13

CRM Solution · Part 2

Outlet Database, Health Scoring + Management Dashboards

Outlet Database — master account list

Every closed outlet enters the master CRM database — outlet name, type, assigned rep, tier (A/B/C/D), latest visit date, nearest expiry date. Tier auto-updates monthly from visit scores.

Health scoring formula (confirmed by Sanusha)

Every outlet gets a score out of 100 after each rep visit, calculated from 4 categories below. The score determines the outlet's tier (A/B/C/D) — which drives visit frequency and promo investment.

🧊 Cold Chain

30%

Chiller temp (2–4°C), cleanliness, condensation/icing

📅 Shelf Life Health

25%

Nearest expiry date, FIFO compliance, expired product found

👁️ Visibility & Execution

25%

Planogram compliance (MT) / shelf level (CVS), facings, promo compliance

📈 Growth Opportunity

20%

New SKU opportunity, facing increase potential, retailer cooperation

Score ≥ 80

Highest visit freq.

60 – 79

Growth focus

Score < 60

Watch & improve

Service only

Lowest priority

Sales Performance Dashboards — what management sees

Outlets by Rep + Tier

Each rep's full portfolio split across A/B/C/D — live view

Outlets by Location + Health

Geographic breakdown — KL, Selangor, and all regions

Visit Frequency Compliance

Did reps complete required visits per tier this month?

KPI Tracking vs. Target

Net sales vs. RM 100K/month target per rep

Rep KPI structure (confirmed)

Each rep is measured on: (1) outlet health tier distribution — minimum 25% of portfolio in each tier; (2) visit frequency compliance per tier; (3) monthly net sales vs. RM 100,000 target. All three feed from the same Rework data.

Outlet Database — account list with tier and expiry columns

Live outlet database — Tier, Account Owner, Latest Visit Date, Nearest Expiry Date, Location

07 / 13

Workflow Solution · Part 3

Field Visits, Health Scoring + Expiry Alerts

Outlet Visit Web Form + GPS Visits

400–500

km / promoter / week

BEFORE

Digital form + manual paper form with signatures & stamps — every visit, twice

Public webform — no login required — for field reps and promoters. Replaces dual paper+digital reporting. Submission auto-creates a job assigned to George (Outlet Ops), deadline set from the expiry date entered.

1 Rep/merchandiser submits public webform (mobile-friendly, no login)

2 Job auto-created in Rework → assigned to George for review

3 Job deadline auto-set from nearest product expiry date entered

4 Automated alert sent to assigned salesperson before threshold

5 George marks done → health score + tier update on outlet account

"We can give [merchandisers] the access for them to upload into this as well so that we can keep track of it."
— Sanusha Kannan

Visit history log — field staff check-in/out timestamps

Visit history — GPS check-in/out timestamps, field staff, status (Completed / Out of schedule)

Expiry + scoring automation

Visit data becomes CRM intelligence. Each submitted visit can update the outlet account, trigger expiry follow-up, and refresh the health tier without manual spreadsheet work.

01 Nearest expiry date is captured during the visit.

02 Rework sets the follow-up deadline and sends alerts before risk becomes waste.

03 Health score and tier are written back to the outlet account after review.

Scope covered on this page

Public visit webform, GPS visit history, George review workflow, expiry alert automation, and CRM health-tier update.

2-min

Live GPS refresh

A/B/C/D

Auto-tier logic

08 / 13

AI Solution · Part 4

B2C AI Qualification + WhatsApp Broadcast

B2C only — not B2B outlet sales

The AI layer supports direct consumer sales across WhatsApp, Instagram, Facebook, and Web. It is designed to reduce response delay, qualify customer needs, narrow product options, and prepare a clean order for live-agent fulfilment.

📣 WHATSAPP BROADCAST

Outbound promotions, new products, seasonal bundles, and campaign messages sent to selected customer segments.

🤖 AI QUALIFICATION

Inbound 24/7 replies trained on the 130-SKU catalog and FAQ; AI asks questions and narrows choices to ≤3 relevant products.

Scope decision confirmed

AI stops at order collection. No upselling and no payment processing. Niza / live agent takes over for payment, fulfilment, and any extra item additions.

~5%

Conversion before

20–30%

Projected after

Qualification flow

01 B2C customer receives broadcast or sends inbound inquiry via WhatsApp / social / web.

02 AI replies immediately using product catalog + FAQ knowledge base.

03 AI qualifies intent: product need, quantity, delivery area, preferred item, and basic customer details.

04 AI narrows 130+ SKUs to ≤3 suitable options and collects draft order details.

05 Order summary is handed to Niza / live agent for payment confirmation and fulfilment.

WhatsApp Instagram DM Facebook Messenger Web Chat Live-agent handoff

09 / 13

End-User Adoption

Deliverables produced for Asia Farms

📱

User Guide

Visits + CRM — Field Staff Guide

Complete end-to-end HTML guide covering: route creation, mobile check-in flow, GPS tracking, custom form completion, health scoring logic, and visit history. Delivered as a self-contained web page — accessible without login.

Field Sales Reps George (Outlet Ops)

📊

User Guide

B2B Sales System — Manager Guide

PPTX guide covering: outlet acquisition pipeline stage management, outlet database and tier views, visit report review, health score interpretation, and dashboard navigation. Built for sales manager oversight and admin control.

Sanusha (Sales Mgr) Dominic (Admin)

⚡

Live Build

Real-Time Demo During Discovery

Hana built the outlet pipeline, outlet database view, expiry automation, and performance dashboard live during the discovery session — adapting in real time as Sanusha clarified requirements. Team saw their own use case in the system before the session ended.

"She just really listened to our conversations and made changes very quickly."
— Esther Van, to Sanusha

Adoption signals at discovery

🟢

Pre-compiled content ready
All onboarding materials already on Google Drive — product catalog, FAQ, form templates — available to share immediately.

🟢

Strong internal champion
Sanusha arrived with outlet tier logic, scoring formula, KPI structure, and distributor model fully defined — before Rework presented anything.

🟢

Subscription intent confirmed
"The minute we trial it and it works right, we're going to subscribe, right? We're very familiar with Rework." — Sanusha Kannan

10 / 13

Before & After

The full picture — old system vs. Rework

Category	⛔ Before Rework	✅ After Rework
Outlet lead pipeline	Personal Excel files + WhatsApp group chats. No stages, no assignment, no pipeline visibility. 3–10 leads/month untracked.	5-stage CRM pipeline (New Leads → Trading Term Agreement). Deal card per outlet. Activity log. Commission tracking tied to close.
Field visit tracking	Excel schedule. No digital check-in. No GPS proof. No standardised form. No completion verification. Management had no visibility.	Rework Visits module — route planning, GPS check-in/out, mobile form, Live Map with 2-min GPS refresh for all field staff.
Outlet health scoring	Manual Excel ratings. No formula. Updated ad hoc and inconsistently across reps. No automated tier logic enforced.	Automated 100-pt score from 4 categories. Monthly tier auto-update (A ≥ 80 / B 60–79 / C < 60). Score written to CRM account after every visit.
Expiry risk	Reactive only. No alerts until product already expired or nearly so. Merchandiser data never captured digitally.	Webform deadline auto-set from expiry date entered at visit. Automated salesperson alert before threshold. Merchandisers submit via public webform — no login.
B2C conversion	~5% conversion. 1 person (Niza) handling ~20 WhatsApp inquiries/day. 15–30 min response delay. No after-hours coverage.	AI agent on B2C channels only — WhatsApp Broadcast (outbound campaigns) + AI Qualification (inbound, 24/7). Narrows 130+ SKUs to ≤3 relevant options. Collects draft order. Assigns to Niza / live agent. Target: 20–30% conversion.
Management reporting	None. No dashboards. No rep visibility. Sales manager saw targets missed — but had no diagnostic data.	CRM dashboards — outlets by rep/tier/location, visit frequency compliance, health score trends — live and filterable.
KPI + commission tracking	Ad hoc and opaque. No link between activities and outcomes. Commission disputes unresolvable.	CRM + Workflow data feeds rep KPI: outlet tier distribution + visit frequency + net sales vs. RM 100K/month target.
Tools	Excel · WhatsApp · Google Forms/Sheets · Standalone ERP (not integrated) · Verbal handoffs	Rework (CRM + Workflow + AI Agent + Visits) — unified across all sales motions

11 / 13

BD Toolkit

Industry terms + how to win deals like this

Fresh Food & FMCG — Key Terms

OUTLET TIER (A/B/C/D)

The health-based classification RFRG uses to rank every outlet account. Tier determines visit frequency, promo investment, and growth priority. Auto-updated monthly from averaged visit health scores — a live portfolio indicator, not a static label.

TRADING TERM AGREEMENT

The formal commercial contract that closes a new outlet onboarding. For chain accounts, this involves months of negotiation: sample submission, requirement gathering, listing terms, and marketing timelines. It's the B2B signed deal — everything before it is pipeline activity.

PLANOGRAM

A visual schematic specifying exactly where RFRG products must be displayed on a shelf or in a chiller. Compliance is checked by reps and merchandisers at every Modern Trade visit — it's a key scored field in Visibility & Execution (25% of health score).

FIFO (FIRST IN, FIRST OUT)

The stock rotation practice where oldest products are sold first. In fresh dairy, FIFO failures directly cause expiry events and returns. Merchandisers check and enforce FIFO during weekly visits — scored in Shelf Life Health (25% of total).

NET SALES

The actual sales KPI that matters: gross sales minus returns and cost of sales. Returns in fresh dairy are significant — expired stock returned by retailers directly reduces net sales. Expiry management is therefore a direct revenue protection activity.

OUTSOURCED MERCHANDISER

An external agency employee who visits outlets weekly to manage shelf execution — planogram, FIFO, chiller cleanliness, expiry. Not RFRG employees; don't get system accounts. The most frequent data source — and the most common blind spot in FMCG CRM setups.

BD Insights — Win More Deals Like This

This was a crosssell — use Visits & Prospectors as the expansion wedge

Asia Farms was already on Rework for order fulfillment. Trigger: "Ops is running — how are reps finding new outlets, and are they visiting existing ones?" Visits and Prospectors opened it. The full CRM + AI agent followed.

Dual reporting is a universal signal

If field staff are filling both a digital form and a manual paper form for every outlet visit, the company hasn't committed to a real system yet. This is one of the clearest buying signals in FMCG field sales — Visits module solves it directly.

Lead with the expiry alert, not the pipeline

In fresh food, the emotional trigger isn't "we don't have a pipeline" — it's "we found expired stock on shelf and didn't know it was coming." Ask: "How do you know when a product is about to expire in your outlets? Who gets notified?" The gap will open the conversation.

The merchandiser gap is universal in Malaysian FMCG

Every brand in this space uses outsourced merchandisers — and none have a digital submission channel. Leading with "a public webform for your merchandisers — submit on mobile, no account needed, auto-alerts the assigned rep" is a concrete differentiator.

Score their outlets before you sell

Prospects in this space already have an informal tier system in their heads — they just can't operationalise it. Bring in the RFRG scoring framework as a template. Ask: "How are you currently deciding which outlets to prioritise for visits?" When they say Excel or gut feel, the pain is named.

The AI agent stat closes itself for B2C

Responding within 5 minutes increases conversion by 391%. Ask how many WhatsApp inquiries go unanswered after 30 minutes every day. Every fresh food brand with a D2C channel has this problem — most have accepted it as unsolvable. The AI agent is a direct conversion rate intervention.

Distributor compliance is the expansion unlock

Once internal reps are on Rework, ask: "Do you know if your distributors are doing the same things at your outlets?" Two distributors with full sales forces operating without reporting is a common pain for brands with extended reach — the sub-account model is a strong upsell.

Sell the monthly health score, not the visit log

Prospects understand visits. They don't always see the value of logging them digitally. Reframe: the goal is producing a monthly portfolio health rating so management can decide in 10 minutes which outlets need intervention, which reps are underperforming, and where to focus promo spend.

12 / 13

Real FoodReal Good

What's in this case study

Company Overview + Industry Context

Why They Acted Now

Before/After Map + Confirmed Scope

Outlet Acquisition + Database + Dashboards

Visits, Health Scoring + Expiry Alerts

B2C AI Qualification + WhatsApp Broadcast

From the farm to the shelf — and straight to your door

Why they expanded now

The sales team was missing targets — with no way to diagnose why

A growing business that had outrun its own infrastructure

A named revenue leak on the B2C side that couldn't wait

What had to change — and what replaced it

Outlet Acquisition Pipeline + Lead Capture

Outlet Database, Health Scoring + Management Dashboards

Field Visits, Health Scoring + Expiry Alerts

B2C AI Qualification + WhatsApp Broadcast

Deliverables produced for Asia Farms

Visits + CRM — Field Staff Guide

B2B Sales System — Manager Guide

Real-Time Demo During Discovery

The full picture — old system vs. Rework

Industry terms + how to win deals like this

Real Food Real Good didn't just get a CRM. They got a single operational brain for a business that was running on two hundred spreadsheets and a WhatsApp group.

Real Food
Real Good