HarvestersThe combine can do more

GPS-based guid­ance, yield mapping, auto­matic adjust­ments on the go: Modern combines can do far more than farmers often utilise. “There are key features, which are inte­grated into the machine, not being fully utilised in everyday oper­a­tions,” says Giulio Tosato, Manager of Solu­tions as a Service Strategy for Europe at John Deere. There are multiple reasons – time pres­sure, incom­plete setup, lack of training, or simply a lack of aware­ness. The result: Tech­nology that has been paid for fails to deliver the added value it could provide.

One example is the earlier Combine Adviser system. “Only about half of the customers who had the system on board actu­ally used it,” says Jonathan Edwards, Go-to-Market Manager for combines at John Deere. Yet the bene­fits were clearly measur­able. More precise settings led to reduced losses and a more effi­cient harvesting process. However, Combine Adviser is now a thing of the past and John Deere has learned from the expe­ri­ence. With a struc­tured customer success approach, the company and its dealer network now aims to support customers in making effec­tive use of new tech­nolo­gies – and in doing so, boost their produc­tivity, prof­itability and sustain­ability.

Harvest starts in the office

The first step requires laying the digital foun­da­tion. Many farmers already use the John Deere Oper­a­tions Centre, but not always consis­tently. “Some farms have only entered a single field boundary for their entire oper­a­tion,” reports Jonathan. “With such a scenario it impos­sible to generate reli­able yield maps, use auto­mated guid­ance, or fully opti­mise perfor­mance – and ulti­mately, it means giving away profits.”

Yet the solu­tion is simple: Those who set up accu­rate field bound­aries and a so-called work plan in the Oper­a­tions Centre ahead of time save valu­able minutes during harvest. The combine then auto­mat­i­cally loads the correct field data and tasks – no more frantic tapping on the display as the machine rolls into the field. “We want this kind of prepa­ra­tion to become second nature,” says Giulio. With the right setup, better deci­sions can be made that will lead to more effi­cient oper­a­tions in the field straight away.

Another example of under­used poten­tial is Machine Sync. This feature allows the combine to control the tractor during unloading on the go, by auto­mat­i­cally co-ordi­nating speed and posi­tion. It reduces losses, increases comfort, and ensures smoother oper­a­tion. “Machine Sync is a mature tech­nology and even avail­able for older combines,” says Jonathan. “Many customers just don’t realise they could be using it.”

This is exactly where the customer success approach begins: John Deere supports customers through its dealer network with hands-on advice and training. Simple licensing models help to make the cost side of digital tools afford­able, trans­parent and manage­able over time.

Step by step toward automa­tion

Consis­tent execu­tion of prep work lays the foun­da­tion for advanced tech­nolo­gies on the new S7 combine, launched in 2025. In this model, John Deere has inte­grated multiple intel­li­gent systems that signif­i­cantly boost harvesting effi­ciency.

One such inno­va­tion is Predic­tive Ground Speed Automa­tion (PGSA). Using cameras and satel­lite maps, the combine analyses biomass in front of the header and adjusts its speed proac­tively before the crop enters the machine. The system detects down crop, harvested areas, or vari­a­tions in crop density and responds early. PGSA is comple­mented by Harvest Settings Automa­tion (HSA). Instead of setting target values as in the past, users now define outcome thresh­olds – such as maximum grain loss, broken grains and mate­rial other than grain (MOG). The combine then auto­mat­i­cally opti­mises its settings to stay within those limits.

The impact of these two systems is measur­able: In a large-scale field trial with 29 S7 combines across 3,571ha, John Deere demon­strated a 20% increase in produc­tivity – or, as Jonathan puts it: “That’s like gaining one extra harvest day every five days.” At the same time, fuel effi­ciency improved by 10%, and auto­mated loss control kept more grain inside the tank.

Tech­nology alone isn’t enough

Even with the best automa­tion features, one thing remains true: It’s not just about the tech­nology – it’s about how it’s used in everyday oper­a­tions. “Many combines aren’t driven by the owner, but by seasonal workers,” says Guilio. “These oper­a­tors often have plenty of hands-on expe­ri­ence, but they don’t always receive dedi­cated training on the digital systems and tech­nolo­gies.” He sees great poten­tial: “If we manage to involve and train these tempo­rary teams prior to the season, our systems can deliver their full poten­tial – no matter who’s behind the wheel.” That’s why the customer success approach focuses on clear setup and handovers, easily acces­sible training, and ongoing check-ins before, during, and after the season.

From sales­person to partner

The goal is a system­atic shift away from one-time sales trans­ac­tions and toward long-term, part­ner­ship-based support throughout the entire life­cycle of a combine. The focus is not on the tech­nology itself, but on its indi­vidual value during day-to-day oper­a­tions.

That’s why John Deere, together with its dealer network, has estab­lished new struc­tures to support farmers more effec­tively, from the initial purchase to daily use and ongoing Improve­ment of processes. “Customer success is not a marketing concept – it’s about creating measur­able value together with our customers: For their harvest, their work­flows, and their entire oper­a­tion,” says Giulio.

The digital trans­for­ma­tion of agri­cul­ture doesn’t happen on its own. But those who get the basics right lay the foun­da­tion for true automa­tion. With systems like PGSA and HSA, it’s not just possible to harvest fields faster – losses can be reduced and oper­ating costs lowered as well. Or, as Jonathan puts it: “The tech­nology can do great things. But only if you actu­ally use it.”