How a Global Manufacturer Improved Case Response Time by 70x with Agentforce
This initiative represents more than just a technology upgrade—it’s a strategic move by an industry leader to become an AI-powered organization to thrive in decades to come.
Rolf C. Hagen Group (Hagen) is one of the world’s largest privately owned pet care manufacturers and distributors. Founded in 1955, Hagen has built a strong global presence, known for its innovation and commitment to quality. As customer support demands grew, the team struggled with high volumes of service requests, inconsistent information across product lines, routing inefficiencies, and slow response times. These issues strained resources and affected customer satisfaction, leading Hagen to pursue a scalable, AI-driven solution to streamline service delivery and support future innovation.
Hagen’s partnership with Coastal began in 2021 when they engaged the team to implement Salesforce CPQ and optimize their existing Service Cloud org—improving both order processing and customer support. Building on the success of that initiative, the relationship expanded into an AI transformation with Coastal designing a strategic roadmap aligned with Hagen’s vision of a seamlessly connected ecosystem leveraging Consumer Goods Cloud, Retail execution, Marketing Cloud, Data Cloud, and AI to:
With these goals in mind, Coastal deployed Agentforce for an AI-powered service platform built on Salesforce. The initiative began by migrating 1,500 FAQ entries into structured Salesforce Knowledge Articles, creating a standardized knowledge base to support automation, improve information access, and lay the groundwork for AI-powered service delivery—starting with Hagen’s highest-volume, highest-cost customer service areas.
Next, an AI-powered virtual agent was launched on Hagen’s Fluval Aquatics website, enabling customers to self-serve for product inquiries, warranty support, order status, and more. The solution also introduced IVR automation with caller recognition, account and case matching, and AI-generated real-time call summaries—giving agents full context before conversations began and reducing manual data entry.
To support global decision-making, Coastal implemented advanced analytics dashboards and integrated AI-powered customer insights via Salesforce Data Cloud for real-time reporting across regions. Following the success of the initial rollout, Agentforce was expanded to support Hagen’s Catit product line.
Launched in less than 30 days, the Agentforce solution delivered rapid value, with early results demonstrating its impact across service operations:
Agentforce didn’t just modernize Hagen’s support—it laid the foundation for an AI-powered, data-driven service model that’s built to scale with the business.
We have been working with Coastal since 2021. Their ongoing support of our long-term vision and strategy has empowered us to anticipate customer needs and deliver exceptional experiences at every touchpoint, driving measurable increases in both customer loyalty and lifetime value.
