Agriculture is not only a complex issue, it is essential and demanding all over the world in particular. Farmable areas are declining, and the need for ever more efficient harvesting is increasing. Nowadays, however, modern agriculture has little to do with pitchforks, but more and more to do with high-tech. Increasingly complex machines, systems and processes require more and more focus on customer experience. However, agriculture is often underestimated in its important role as an innovation driver for customer experiences. So what does customer experience mean at CLAAS, the European market leader in the production of combine harvesters? How do you design these huge machines and mobile factories to meet the needs of those who use them? In an interview, CLAAS shares a clear stance and a clear plan.