K.W. Metal Work adopts Agentforce to scale 24/7 customer service for over 20,000 Thai farmers

Farmers can now have their queries addressed and order requests managed by Agentforce as early as 4 a.m. when they start their day

Bangkok – 15 June 2026 — K.W. Metal Work, a fast-growing leader in agricultural machinery manufacturing in Thailand, is using Salesforce’s Agentforce to provide 24/7 service to its farming customers. With an intelligent recommendation system integrated with Agentforce Service, MuleSoft and Data 360, the customer service agent can evaluate over 7,000 product combinations to provide tailored offerings for farmers in real time.  

Tackling business challenges with agentic AI

K.W. Metal Work provides machinery to leading Thai agricultural companies and sells directly to farmers, covering large parts of Thailand. In K.W. Metal Work’s direct-to-farmer business, order volume has been growing consistently by an average of 30% yearly. However, scaling resources is a challenge as orders are driven by seasonality and the technical complexity of agricultural equipment requires deep product knowledge. 

During peak seasons, the company has to serve thousands of farmers, with the expectation to provide immediate responses and order placements as early as 4 a.m. in the morning when farmers start their day. 

To address these constraints and provide uninterrupted service, K.W. Metal Work has built an integrated customer service agent, powered by Agentforce, available across channels like their website, social media and B2B commerce sites. Data 360 and MuleSoft help consolidate key customer data and the 7,000 available product combinations. 

The agent, which is connected to Agentforce Service, is then able to utilize a scoring engine based on factors such as stock levels to deliver intelligent and accurate recommendations to farmers on their equipment needs.  

“Agentforce has opened up avenues for us that simply weren’t available before. We’re able to seamlessly bring together customer data and complex technical specifications to provide tailored recommendations 24/7 — allowing us to give our customers in the farming community the exact information they need, when they need it.“ said Ukrit Vanagosoom, Deputy Managing Director, K.W. Metal Work.

“By building a strong foundation with agentic AI today, K.W. Metal Work is shaping the future of customer service in Thailand’s agriculture industry.” said Vernon Cheo, Head of Emerging Small Medium Business, Salesforce ASEAN. “We’re proud to collaborate with a trailblazing organization like theirs to showcase how businesses can integrate agentic AI across their entire organization to become Agentic Enterprises.”

Setting Thai SMBs up for success with AI where customer information lives and where employees work

SMB teams are under pressure to move fast, often while wearing multiple hats and juggling customer conversations across functions. 

To help growing teams turn context and customer data into action, faster, Salesforce has brought in AI directly into Salesforce Suites — the CRM designed for small businesses and startups. Built into Free, Starter, and Pro Suites with no required setup or extra costs, the new AI capabilities allow teams to instantly summarize records, draft personalized emails, and stay on top of customer activity, all from the same platform they already use to run their business. In Starter and Pro Suites, small businesses can also activate the Employee Agent, an AI assistant that works alongside teams to provide instant context, draft communications, and log activities through simple conversational commands.

Salesforce Suites offers AI where customer information lives — unifying sales, service, marketing, and Slack into one cohesive platform. AI in Salesforce Suites is powered by Agentforce 360, Salesforce’s AI platform that connects humans, data, and AI. With data protection and governance built in, businesses can move faster with confidence.

Salesforce has also recently unveiled Slack CRM for SMBs who want to manage their customer relationships where they work. With Slackbot, organizations can create and update contacts, track leads and deals, and log activity inside Slack conversations where work already happens. By centralizing customer data and activity in one place, teams stay organized, aligned and responsive.

Additionally, Slack CRM is built on Salesforce and allows businesses to scale seamlessly as they grow. They can start with simple tasks such as contact and deal tracking in Slack and expand to more advanced Salesforce features later, without migrating their data.

“SMBs are the backbone of Thailand’s economy. Agentic AI provides these organizations the means to make exponential impact without the time and effort typically required for enterprise-scale transformation.” said Vernon Cheo, Head of Emerging Small Medium Business, Salesforce ASEAN. “This is a pivotal moment for SMBs to carve their competitive niche.”