Salesforce Applies Agentic AI to Customer Service Center...Automating Everything from Counseling to Follow-Up Work
TECHWORLD ·
✦ AI Summary
Salesforce held "AI x CX Festa 2026" at the EL Tower in Seoul and unveiled its "agentic contact center" strategy.
At the event, a model was presented in which AI agents handle everything from customer responses to follow-up tasks while collaborating with counselors.
Salesforce also introduced "Agentforce Service" and a results-based billing model, along with adoption cases from Shinshin M&C and Yeogi Eottae.
Salesforce unveiled its "agentic contact center" strategy. On the 3rd, Salesforce held "AI x CX Festa 2026" at the EL Tower in Seoul and unveiled plans for applying agentic AI to contact centers, voice counseling, and employee support operations, along with domestic corporate adoption cases. This year's event focused on a customer service operating model based on collaboration between AI and people.
The event also highlighted the limitations of conventional AI contact centers. Traditional AI contact centers have remained at the level of handling simple inquiries and assisting counselors' work, while this event presented a model in which AI agents handle everything from customer responses to follow-up tasks while collaborating with counselors. The agentic contact center was explained as a system that understands customer data and business context, determines the necessary tasks, and then carries out follow-up actions after counseling.
The keynote was delivered by Lee Jeong-hoon, team leader at Korea Management Association Consulting. Lee reviewed the current state of AI contact center(AICC) adoption in Korea and outlined the challenges companies face in the transition to agentic AI.
Oh Jae-kyun, head of the Digital Solutions Engineer Division at Salesforce Korea, also spoke and explained prospects for changing the existing structure centered on counselors moving between multiple systems and directly checking customer information. He also presented a forecast for a shift to an AI-human collaborative work structure.
Salesforce presented 'Agentforce Service' as the basis for the agentic contact center. In this service, AI performs customer request classification and routing, counseling summaries, and follow-up task processing, linking the entire customer service process, including self-service, counselor support, and voice counseling, into a single flow.
Salesforce said it also designed its billing method accordingly, based on task completion results. It introduced a results-based billing model that charges fees when customer problems are actually resolved, and said the cost calculation basis is actual business performance rather than AI call volume or usage time. It added that this is intended to support companies in assessing return on investment(ROI).
Salesforce then also unveiled domestic customer adoption cases. Shinshin M&C, a company that installs and manages payment systems, adopted Salesforce services to handle more than 500 missed calls per day and built a collaboration system based on list management, task and Slack notifications, and Case Swarm.
Shinshin M&C reduced omissions in handling customer inquiries and began connecting data for sales, document, and contract-linked tasks. The company said it saw KRW 30 million in advertising cost savings in the first month after adoption. It also plans to expand the scope of application in the future to AI counseling advisors and autonomous chatbots.
Yeogi Eottae built an integrated customer center based on Salesforce to handle travel and lodging counseling operations. Yeogi Eottae's counseling work is characterized by real-time reservations, cancellations, changes, and refunds. Accordingly, it linked its in-house chat system with Salesforce and enabled customer information and counseling histories coming in through multiple channels to be viewed on a single screen.
After building the platform, Yeogi Eottae used vibe coding. It also established an operating structure for maintaining and improving internal systems. Based on this, it plans to introduce an AI agent chatbot in the future and further expand the scope of customer response automation.
Salesforce is expanding the areas where agentic AI is applied to voice counseling and internal work. Through 'Agentforce Voice,' Salesforce provides real-time voice responses and counselor support functions. It is also working to automate repetitive internal requests such as incident reports and inquiries about human resources policies by linking with IT service management(ITSM) and HR services.
The company aims to broaden the scope of counseling functions by linking data accumulated through customer service processes with follow-up work such as sales. The approach goes beyond counseling and simple inquiry handling to understand customer conversations, grasp needs and context, and use them in sales and marketing.
Through this, the strategy is to expand service organizations beyond simple response units into touchpoints that work with sales and marketing to create customer relationship and revenue opportunities. Park Se-jin, CEO of Salesforce Korea, said agentic AI capabilities that identify customers' hidden intentions in real time and autonomously execute the best actions will determine a company's future competitiveness, and said Salesforce will support Korean companies in transitioning to agentic contact centers and maximizing ROI by building AI-human collaboration systems.
Source: TECHWORLD · Kim Seung-gi
Original: https://www.epnc.co.kr/news/articleView.html?idxno=406511
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Source: TECHWORLD
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