Summary

A global automotive manufacturer engaged Marlabs to unify fragmented customer, sales, and service data and deliver more personalized engagement across the entire ownership journey. Working from a legacy CRM and a set of disconnected systems, the client could not form a single view of the customer, and manual budgeting, incentive tracking, and inconsistent feedback capture slowed engagement and reduced transparency. Marlabs migrated the client onto Salesforce, integrated multiple Salesforce products, digitized dealer incentive and budget processes, and introduced AI-powered service and sales automation with Agentforce and Data Cloud. By centralizing feedback and enabling event-driven customer journeys, the solution reached the right customers at the right moments, lifting customer satisfaction by 24 percent and growing after-sales services revenue by 10 percent.

Challenge

The client relied on a legacy CRM and a collection of disconnected systems that created data silos and blocked a single view of the customer across sales, service, and marketing. Budget preparation, incentive tracking, and feedback capture were manual and inconsistent, which slowed response times and reduced transparency for both the client and its dealer network. High legacy maintenance costs compounded the problem, while unreliable UTM and campaign attribution left the organization unable to see which channels were actually driving engagement. The client needed to unify its customer data on a single platform and enable personalized, event-driven engagement throughout the ownership journey, from first inquiry through after-sales service.

Solution

Marlabs delivered an integrated Salesforce ecosystem spanning marketing, sales, service, and dealer operations, using a phased approach that first unified the data foundation and then layered on personalization, digitized dealer processes, and AI automation.

Legacy CRM migration and data unification

Marlabs migrated the client off its legacy CRM onto Salesforce, integrating Sales Cloud, Service Cloud, and Marketing Cloud into a single environment. This work eliminated long-standing data silos and established one unified view of the customer across every team and market. With the data foundation in place, the client could pursue consistent, connected engagement rather than working from fragmented records held in disconnected systems.

Personalized engagement and feedback

Building on the unified platform, the team delivered targeted, event-driven customer journeys triggered by real service activity such as job card data. Customized surveys captured structured feedback at the right points in the ownership journey, and centralized feedback management gave every team consistent reporting and cross-market visibility. The result was engagement that reached the right customers at the right time rather than through generic, untargeted outreach.

Dealer incentive and budget digitization

Marlabs digitized the client's dealer incentive and budget processes, replacing manual budget preparation with configurable rebate management and a real-time reporting hub. The solution handled variable marketing expense budgeting along with sales and purchase-back incentives, all governed within the client's policy framework to ensure compliance. Automating these processes improved transparency across the dealer network and freed teams from slow, error-prone manual tracking.

AI-powered service and sales automation

In the final phase, Marlabs introduced Agentforce and Data Cloud to bring AI automation into service and sales. Agentforce chatbots enabled self-service support and case deflection, while automated case management and work order generation accelerated resolution. Instant quote generation sped up sales interactions, giving customers faster answers and giving the client a more responsive, scalable service operation.

Results

The unified Salesforce platform produced measurable gains in both customer satisfaction and after-sales performance. Customer satisfaction rose by 24 percent through customer-centric feedback management across the ownership journey, and after-sales services revenue grew by 10 percent as the client engaged customers at the right moments. Centralizing feedback in Salesforce delivered consistent reporting, sharper insights, and cross-team visibility across markets, while digitized dealer operations and a real-time reporting hub improved transparency and built policy compliance directly into incentive management. Agentforce-powered self-service enabled case deflection and faster resolution, making the client's service operation both more responsive and more scalable.

Impact

The engagement delivered measurable business and operational gains for the client:

• Increased customer satisfaction by 24 percent through customer-centric feedback management across the ownership journey.

• Grew after-sales services revenue by 10 percent by engaging customers at the right moments.

• Unified customer data by integrating Sales Cloud, Service Cloud, and Marketing Cloud into a single view.

• Centralized feedback management in Salesforce for consistent reporting, insights, and cross-team visibility.

• Streamlined dealer operations with automated budget and incentive processes and a real-time reporting hub.

• Enabled AI-powered self-service with Agentforce, driving case deflection and faster resolution.