Coffee Supreme fast-tracks its journey to become an agentic enterprise

Coffee Supreme is a specialty coffee company operating across Australia, New Zealand, and Japan. The company sells to consumers via online stores, fast-moving consumer goods (FCMG) and marketplaces, and both cafe and corporate wholesale partners. It is known for its high-quality coffee and uncompromising commitment to the customer experience.

Drive exponential growth while maintaining a human connection with customers.

Coffee Supreme's ambitions were outgrowing its infrastructure. Following a private equity acquisition, the business had doubled in size in three years and planned to triple it in five. At the same time, it wanted to preserve its obsession with customer excellence and commitment to the tenants of ‘Unreasonable Hospitality’, a term coined by famed restaurateur Will Guidara.

Founded in Wellington in 1993, the specialty coffee company supplies premium coffee and expertise to approximately 1,000 cafe partners across New Zealand, Australia, and Japan, alongside a growing direct-to-consumer presence. For Coffee Supreme, unreasonable hospitality meant anticipating customers' needs and ensuring that every wholesale partner and consumer felt personally known and supported.

However, the systems holding the business together were not built to scale this level of service. Outside of the ERP, there was almost no shared customer data and connections between systems relied on file uploads and custom scripts. Internal communications were scattered across multiple messaging apps, and marketing communications were ‘one-to-many’ as the business lacked the insights and tools to personalise engagement. In addition, orders in New Zealand were still taken manually.

To supercharge its growth without sacrificing its trademark hospitality, Coffee Supreme required a platform that could digitise workflows, provide a single source of truth, and empower employees to stay focused on what mattered most.

Agentforce 360 Platform unifies every system and workflow.

Before Salesforce, Coffee Supreme’s transactional records and customer interactions were kept in separate data silos. Agentforce 360 Platform, and integration and automation through MuleSoft break down these barriers, connecting Coffee Supreme’s core financial system directly to Salesforce.

Simultaneously, the company has unified data in Data 360, enabling it to build a complete view of its operations.

Implemented in just 12 weeks, this system of context has provided a real-time view of customer purchasing behaviour, product mix, and account health — insights it can use to fuel automated workflows, better decision-making, and intelligent agents. Coffee Supreme also plans to enrich these insights by using MuleSoft to connect to additional systems supporting e-commerce and asset management.

“To become an agentic organisation, we needed a system of context and MuleSoft and Data 360 have helped us build that foundation. There is no point in buying a sports car and getting it to drive through mud. It is essential to build the road first,” said Andrew Low, Chief Executive Officer, Coffee Supreme.

Agentforce Sales empowers account managers to scale smart customer engagement.

With a trusted system of context established, Coffee Supreme has layered on Customer 360 apps as its system of record. Account managers now start their day using Agentforce Sales, where they have a clear, prioritised view of which customers to visit based on tiering and call frequency. Before walking into a customer meeting, they can also quickly review customer ordering patterns, product mix, and whether their spend is trending up or down.

Equipped with these insights, routine check-ins become insight-led conversations that drive better outcomes for both the customer and the business.

“Salesforce has removed the guesswork from sales planning and ensures we’re consistently investing time in the right areas. It’s a simple shift, but it’s had a big impact on productivity and customer coverage,” said Low.

Sales leaders also now have a true, data-driven view of the pipeline. They can track key milestones such as supply agreement signing, installation, and a customer’s first order, providing a far more accurate view of future revenue. This has significantly improved forecasting and decision-making across the business.

Adoption within the business has been high, and there’s been a clear lack of resistance typically associated with large platform changes. Instead, leadership has seen a clear behavioural shift away from fragmented tools and instinct-led decisions toward more data-driven conversations and reporting.

Employees like New Zealand Sales Lead Levi Hessell have also gone above and beyond to upskill themselves on Salesforce. Hessell even built his own sales dashboards to track team performance and pipeline health.

“What’s been most impressive is not just the technical capability, but the mindset shift — our team is really starting to understand the value of data and how Salesforce can be used to improve performance,” said Low.

Agentforce Service turns reactive problem-solving into proactive customer care.

By deploying Agentforce Service, Coffee Supreme is transforming how it manages wholesale partner and customer support. Before Salesforce, service issues were often handled reactively, after they had already created friction for a customer. Today, the service team uses advanced case management to track inbound support cases, cafe partner enquiries, and operational requests in one place, enabling more proactive customer care.

Consider a busy cafe partner that repeatedly misses the order cut-off time. Now, these patterns are instantly visible in Salesforce. The service team can also quantify the operational cost of these missed cut-offs and proactively reach out to help the cafe adjust its ordering habits, ensuring it always has the stock it needs without last-minute stress.

This proactive approach aligns with the brand's commitment to unreasonable hospitality, reducing strain on support teams while improving the overall customer experience.

Looking ahead, the company plans to implement autonomous AI agents to work alongside the customer support team and help them address common, time-consuming issues. For example, Coffee Supreme could have a service agent that handles late orders, top-up orders, and after-hours order queries — managing process flows from customer service to the factory and then dispatch. By offloading these high-volume requests to an agent, the human team will be freed to focus entirely on high-value relationship-building calls.

“The fear that technology erodes the human connection is untrue. Agentic customer support matched with well-resourced human interaction is the power dynamic underwriting customer service standards of the future,” said Low.

Salesforce Platform and Agentforce Commerce deliver a frictionless wholesale experience.

To support its growing wholesale cafe network, Coffee Supreme has used Agentforce Commerce to build a portal for its New Zealand customers that replaces manual ordering with a seamless digital experience.

Importantly, the portal also enables partners to interact with Coffee Supreme on their own terms. For example, if a cafe owner realises at the end of the Saturday rush that they are running low on stock, they don’t need to wait until Monday to call their account manager. Instead, they can open the portal, find exactly what they need, confirm that the pricing matches their expectations, and place the order in minutes.

While it has been live for only a short time, the portal has generated positive customer feedback and increased average sales, as customers browse and discover products they might not have encountered through a manual ordering process.

"One of the biggest pieces of positive feedback has been around flexibility and access," shared Low. “The ability to quickly search products and trust that pricing and product information is accurate has also been well received."

Slack connects a distributed workforce and lays the foundation for agentic workflows.

Slack has replaced disparate internal communication tools at Coffee Supreme, uniting its geographically distributed teams across Australia, New Zealand, and Japan into a single, structured system of engagement.

Imagine a team member who needs to manage a manual exception flow. Previously, this required chasing down approvals across disconnected communication channels. Today, the company is building out automated alerts and approval flows directly in Slack, allowing employees to manage processes such as exception handling in one place, reducing operational friction and saving time.

The company also uses Slack to drive reporting and KPI tracking across the sales organisation. This has helped the broader business recognise the value of Salesforce and how it can automate and streamline tasks like month-end reporting.

Coffee Supreme is now rolling out Slackbot, starting with a pilot group of Slack champions. To maximise the value of Slackbot, business and IT teams are holding workshops to identify repeatable tasks the AI agent can handle. They also plan to develop prompts and queries that can be leveraged across departments.

“We are just at the beginning of our journey with Slack, but see it as the engine that drives our vision of being a tech-enabled organisation into the future,” said Low.

What sets Salesforce apart for Coffee Supreme is not any single capability, but that it provides a complete, trusted architecture to power its operations. MuleSoft provides the vital integration backbone, enabling Coffee Supreme to connect its existing systems into Salesforce and build a unified data foundation with Data 360.

With Salesforce apps for sales, service, and commerce alongside Slack, Coffee Supreme has broken down internal silos and empowered its teams to collaborate and serve wholesale partners more effectively.

This connected environment lays the groundwork the company needs for its next phase of innovation. Looking ahead, Coffee Supreme plans to implement AI agents that will take autonomous, proactive action to enhance service and efficiency. Coffee Supreme is exploring Agentforce Marketing, which will allow the team to move beyond traditional one-to-many communications and deliver the hyper-personalised engagement that brings its vision of unreasonable hospitality to life at scale. The business is also looking at Agentforce Revenue Management to better support contract quoting, contract terms compliance, and automated renewals.

The success of Coffee Supreme’s digital transformation has been underpinned by its people and culture. Following Coffee Supreme’s acquisition by private equity a few years earlier, the company and its employees had embraced a growth mindset. At the same time, they understood they couldn’t scale without the right tools, as the pressure of growth would bury them if they stuck to manual processes. So, rather than resisting the new technology, team members volunteered for early testing and took the initiative to upskill.

The other critical success factor was securing the right expertise to bring the platform to life. The business chose to hire a dedicated in-house project lead to work directly alongside implementation partner Fullcrm.

“Andrew recognised the value of having one person to drive and connect the business, technology, and implementation team,” said Will Jackson, Technical Project Manager, Coffee Supreme

Together, Coffee Supreme and Fullcrm prioritised the products and use cases needed to drive impact and went live in just 12 weeks.

During this process, Fullcrm proved instrumental in making MuleSoft accessible for a growing business. They deployed the integration layer with a nimble, fit-for-purpose approach that included vibe coding, helping the project stay on track and under budget.

"We chose Fullcrm because they were the right size for our business and demonstrated that they understood us. They cared, we were important to them as a client, and they were able to work quickly. They were also nimble and focused commercially; our account executive was the same person writing the code, which meant we were not working with excessive layers of people,” said Low.