How Data Management Transforms Customer Service into a Revenue Driver



Customer service is no longer a cost centre. With data management as your foundation and Agentforce activating your data, you can turn every interaction into a revenue opportunity — boosting efficiency, driving loyalty, and delivering proactive, personalised experiences.
Think customer service is just a cost centre? Think again. With data management and activation, every interaction with your customers is a value-adding opportunity.
Customer service has long been viewed as a cost centre, but that perception is changing. Today, leading service teams are transforming into powerful revenue drivers by taking unified data and activating it across the customer service experience with Agentforce.
Why is data management important for customer service teams?
Collecting data alone isn’t enough — it’s about turning that data into actionable insights and ensuring it powers every customer interaction. With Data Cloud and Agentforce, businesses can harness data to deliver personalised service experiences while uncovering new revenue opportunities.
Data activation and AI are helping leading businesses like Fisher & Paykel Appliances and Air India uncover new opportunities to upsell and cross-sell, deliver proactive service that builds loyalty, and empower customers with self-service tools — reducing costs and boosting growth.
Here’s how data management platforms, data integration, and data activation can help you turn your service team into a revenue-generating engine.
Unlock upsell and cross-sell opportunities with data management
Service teams sit on the frontlines of customer interactions, making them perfectly positioned to drive revenue. And with 85% of service leaders expecting service teams to contribute more to revenue in the coming years, businesses are recognising the opportunity. However, without a clear view of customer data, valuable upsell and cross-sell opportunities often slip through the cracks.
That’s where data management platforms like Data Cloud come in. By consolidating structured and unstructured data from multiple data sources, businesses can create a unified view of customer behaviour and preferences.
With this data foundation, service teams with Agentforce can anticipate customer needs and identify upsell opportunities during service interactions. For example, when a customer reaches out via WhatsApp to process a return, Agentforce analyses past purchasing behaviour and satisfaction data to autonomously identify and recommend another product, and can even process the sale and arrange shipping on behalf of the customer.
Consider Fisher & Paykel Appliances. By unifying its sales, service, and marketing teams around a single customer view, everyone can see the complete customer lifecycle, from buying signals to purchase history.
Customers enjoy seamless self-service options to manage subscriptions for products like water filters across multiple channels. When given the choice, 30% of Fisher & Paykel’s customers now opt for a subscription, which boosts convenience and helps the company plan and forecast more effectively.
“With self-service buying on every channel, we can be where our customers are in the moment they need us. In this way, Salesforce helps us enhance their experience and increase sales,” says Khoury.
The Data Activation for Service Guide
Explore how unified, actionable data empowers your service team to deliver exceptional experiences and uncover revenue opportunities.



Deliver revenue-boosting proactive service
Reactive service isn’t just costly in time and resources — it also erodes customer trust. On the other hand, proactive service, driven by actionable enterprise data, builds loyalty and delivers tangible results.
Yet, there’s room for improvement: While 61% of service professionals claim their organisations deliver proactive service, only 33% of customers agree. This gap can be bridged with data integration and activation.
With agentic and generative AI, businesses can evaluate asset health scores, track performance history, and predict potential issues. This enables service teams to schedule maintenance or resolve problems before customers even notice them. Take Asset Service Prediction — using an AI model to analyse historical service data from Data Cloud, it helps technicians avoid downtime, reduce costly truck-rolls, and enhance the customer experience.
Air India is a great example. By unifying siloed data sources from call centres, passenger systems, and data lakehouses with Data Cloud, its service teams gained a comprehensive view of each customer. With this data, customer representatives can offer personalised upgrades when flights are delayed, improving customer satisfaction and loyalty.
Proactive service that solves problems before they happen doesn’t just improve the customer experience; it also drives tangible business benefits. Customers experience fewer disruptions, which encourages repeat business, while proactive maintenance reduces downtime and minimises costly emergency repairs, freeing up resources that can be redirected toward higher-value tasks.
It’s a win-win: happy customers and more efficient operations, both of which contribute to long-term revenue growth.
Empower self-service with Agentforce
Self-service has become a customer expectation. With 61% of customers preferring self-service for simple issues, businesses must offer intuitive solutions that are consistent, personalised, and reliable.
Agentforce makes this possible by harnessing trusted, enterprise data to provide personalised support and resolve cases — 24/7, across channels.
Agents analyse data from customer interactions, transaction histories, and more to determine the best response in real time. Whether it’s resolving a query, processing a request, or escalating a complex issue to a human representative, customers get the help they need faster, and service teams can focus on more strategic tasks.
This isn’t just convenient for customers — it’s cost-effective. 80% of high-performing service organisations provide a self-service solution, compared to just 56% of underperformers. Agentforce is helping service teams in every industry deliver these exceptional customer experiences at scale.
For Fisher & Paykel, Agentforce resolves 30% of live chat queries, freeing up customer representatives to focus on more complex issues. By automating common requests and enhancing personalisation, they’ve saved over 3,300 hours every month with AI and automation while also boosting customer satisfaction.

Define your data management strategy for service
Managing and activating your data are the first steps to transforming customer service from a cost centre to a profit centre with Agentforce.
With a clear data strategy and the right data insights, service teams with Agentforce can:
- Turn service interactions into upselling opportunities.
- Deliver proactive support that builds loyalty.
- Empower customers through self-service to lower costs.
Ready to turn your service team into a revenue generator? Download the Data Activation for Service guide to learn how data management and data activation can help you delight customers and grow your business.
Elevate Your Service Strategy with Unified, Actionable Data
Transform every customer interaction into a revenue opportunity with activated data.



Read more