Salesforce is starting to join massively in Spanish companies. The success of these AI agents is such that it currently has more than 60 projects ready to enter into operation and automate certain processes with the same or higher quality as if they were executed by a human.

In the context of the agentforce tour held a few days ago in Madrid, a good part of the most successful projects of the multinational and Byte Ti could be verified, together with other guest media, some of the most shocking projects could be proven first -hand.

One of the most striking (and surprising) is the one carried out by Pikolin. The mattress manufacturer, through its brand focused on digital sale and a younger audience What the Sleep, has transformed the sales process and customer service radically. As explained by Javier Picapeo, Business Relationship Manager of Pikolin and Oscar PĂ©rez, administrator of Pikolin Salesforce, who at the beginning of the project deployed a conversational agent through WhatsApp. The Salesforce agent was able to answer frequently frequent questions and consult products to offer contextual recommendations, “and all this within a natural conversation,” said the two speakers.

The first phase of development was completed in just six weeks, without the need for an external partner or an exclusive dedication, which underlines the ease of implementation of the tool. The agent draws on the internal data of the company to avoid common “hallucinations” in generic Language Models. As Picapeo explained, “the agent is totally autonomous and does not require human supervision. Although in this initial phase the agent does not end the sales process, he can offer the product file so that the user completes the purchase on the web.”

Currently, the volume of interactions is located in approximately 150 conversations per month. Although from Pikolin they still do not have formal satisfaction metrics, the qualitative analysis of the conversations is positive, since the reports they possess indicate that there is a good resolution of the consultations, and an improvement is perceived with respect to the classic bots. The underlying language model they use is GPT-4. Phase two of the project provides that the agent be able to consult the status of the orders, which represents a significant source of volume of consultations. Case management and orders modifications are also contemplated. There is no defined date for this second phase due to the current workload, but the company seeks to maintain knowledge and control of development internally, which could influence the deadlines.

Repsol: a use of caution

Energy has been working with artificial intelligence for some time. Its main quality when implementing AI is cautious work, due to the reputational risk that can occur in the event that some development does not give the appropriate results. That caution, however, has allowed any generative development that has been introduced into the company and has been a real jump in its digital transformation, now moving towards an innovation phase after five years of digital customer service program.

As explained by Luis Cirigliano, It & Digital Business Partner CMO in Repsol, in the multinational they are currently working in two cases of generative AI focused on the relationship with the client. The first of these allows customers to make bonones orders through WhatsApp using natural language and distancing from traditional bots with rigid flows. Salesforce agentforce technology has assumed that “at the moment we provide solutions to customers with a 100% unattended channel and that allows complex transactions and not only answering the most frequent questions,” Cirigliano said.

The second of the processes is the assistance to Contact Center agents in the Waylet application. In this case, Repsol has implemented the generative AI to assist the agents that serve customers via Chat. The system provides the agents with customer context information, service procedures and all the company’s information (multienergy offer, products, services, etc.). This allows agents to receive suggested responses immediately, improving the quality and efficiency of interaction. Although traditional bots resolve approximately 20% of interactions, the objective pursued with Salesforce technology is to invest that 80/20 ratio, solving a much greater percentage without the need for any human intervention.

Inetum: unify processes, tools, data and people

Before Salesforce, Inetum suffered from a high geographical dispersion and numerous internal “silos”, operating on four continents and 20 countries. In Iberia alone, they managed seven geographies with notified tools and processes. So the goal was clear; unify all this under the umbrella of Salesforce.

Salesforce’s implementation was a success project, with a “minimum setup” carried out in just four months. As explained by Jabier Ruiz, Head of Sales Iberia & Latam de Inetum, “this speed was possible thanks to the platform being designed to climb significantly and offers unparalleled deployment automatisms, unlike ERP deployments, which are usually” headaches. ” a sales force of approximately 100 individuals with diverse profiles.

The success of the project leads Inetum itself to present itself as “Indian bunches.” And, the firm operates as a client and partner at the same time from Salesforce, which reinforces its image in the market. The certification of your technical staff is a key performance indicator. They have about 400 people certified in Spain in various areas, including artificial intelligence. As partners, they handle around 20 Salesforce implementation projects in parallel in Spain and are an important provider of maintenance services, which constitute a large business volume. Its objective is to become the first or second short -term Salesforce business partner. Therefore, they are expanding their presence as a partner in Latin America and have opened a talent center in Murcia with the aim of using 400 consultants. The company is evolving its portfolio of services, moving from an approach based on capabilities to value proposals, integrating technology such as Salesforce to solve specific problems of public clients and employees.

Internally, and facing the future, Inetum plans to enhance the marketing area, focusing on the generation and qualification of Leads; Improve data quality, fighting duplicities; Optimize the coaching of their accounts managers and, above all, addressing the integration with their corporate ERP for which Mulasesoft are analyzing with the purpose of simplifying the work of the commercial force and increasing its efficiency