pay.com.au taps into Agentforce to accelerate growth and innovation.

pay.com.au is a leading B2B payment and rewards platform. The platform allows business owners to earn points on payments where they traditionally wouldn’t. They can redeem those points for flights, hotels, and bespoke experiences.

pay.com.au runs on an ‘earn, burn, and yearn’ cycle. The more customers earn points and redeem rewards, the more they want to keep using the platform. To efficiently scale and speed up that cycle, pay.com.au needed to streamline onboarding and customer engagement. The business also wanted to better harness data and automation to personalise the customer experience and drive future growth. A deep understanding of customer behaviour—including payments and redemptions—was critical to success.

Data 360 and Agentforce unlock efficiency and new innovation.

Data 360 provides a foundation for pay.com.au’s continued growth and innovation. The platform unifies and harmonises account information, engagement data, and payment data from pay.com.au’s platform. So, pay.com.au now has a full 360-degree view of its customers, including whether they are business owners or employees, and how they earn and redeem points.

pay.com.au initially activated this data to provide a more seamless and efficient onboarding experience, reducing the average time to verify customers from days to hours and enabling a 68% increase in same-day account verifications.

The business now uses this data to power Agentforce, augmenting teams with digital labour. With partnerships across 16 major travel providers—alongside flexible redemption options such as invoice payments, gift cards, and custom redemptions—PayRewards gives pay.com.au customers exceptional choice in how they use their points. Given this breadth, personalisation is essential to ensure each customer is presented with the most relevant offers.

pay.com.au’s first AI agent analyses customer interactions to infer likely redemption interests and converts these signals into actionable insights for the marketing team. This enables personalised experiences across the platform and outbound communications featuring dynamic content—such as flights customers can redeem for, to destinations they care about, on airlines they prefer to travel with.

For example, pay.com.au calculates the distance from a contact’s closest major airport to one of their destination interest airports, determining the points cost in one of their connected airline loyalty programs. This is then matched to their PayRewards balance to serve them a value-ordered list of upcoming flights and seats across cabin types.

The next wave of Agentforce agents will support customer service after hours via live chat. These agents will assess incoming conversations, resolve issues they can confidently handle, and close the loop with customers via follow-up email when required.

Looking ahead, Agentforce will increasingly enable proactive support—identifying when customers encounter friction in the platform, assisting them in real time, and highlighting the key actions required to complete onboarding and unlock value faster.

“By using Agentforce, we’ve been able to move from static personalisation to genuinely adaptive experiences—without complex setup or heavy lifting. Customers see rewards and offers that reflect how they actually want to use their points, and our teams are supported by digital labour that scales with the business,” Tristram Chellew, Marketing Automation Manager, CX and Marketing, pay.com.au.

Agentforce Service, Agentforce Marketing, and Slack automate workflow and engagement.

pay.com.au has used Agentforce Service and Agentforce Marketing to streamline customer onboarding through a series of automated workflows and personalised marketing journeys.

Customers sign-up via the pay.com.au website and are put on a specific journey based on their business and ownership structure. The journey orchestrates the onboarding process, prompting customers to provide the necessary information to verify their identity and complete compliance checks. This has reduced the average time to verify customers from days to hours, enabling a 68% increase in same-day account verifications.

pay.com.au also leverages Agentforce Service and Slack to provide agile and responsive customer support, resolving requests with greater speed and efficiency. For example, when a customer requests a subscription change, the customer support team can trigger the necessary process and collaborate in real-time within a dedicated Slack channel to ensure swift action.

Similarly, if a customer has difficulty redeeming a marketing offer, the support team can jump into a dedicated Slack channel with the marketing team and work together to resolve the issue immediately. This eliminates the need to raise a support ticket, ensuring customers receive a faster response.

Data 360 and Agentforce Marketing enable personalised rewards experiences.

Before introducing Data 360, pay.com.au segmented customers based on aggregates, such as the sum of transactions over a specific period. Now, the business has unified data and tools, such as calculated insights, that allow it to segment audiences much more precisely and dynamically deliver a more personalised customer experience. For instance, when a customer redeems PayRewards points by transferring to a partner airline, pay.com.au automatically sends an email explaining how they can maximise value and select the best seats for that airline.

pay.com.au also uses Marketing AI to optimise the send time and frequency of messages, ultimately increasing customer engagement and lifetime value.

Tableau delivers actionable insights to drive continued growth.

pay.com.au’s use of tools like calculated insights aligns with its data-driven approach to all aspects of its business. Tableau supports this data-driven culture and has significantly reduced the time it takes for the business to question data and surface insights.

Tableau has also made data more visible to everyone in the business. In fact, the first thing team members see when they walk into the office is a large screen displaying a dashboard that shows the week’s performance to date. Performance continues to rise, with pay.com.au utilising Salesforce to drive a 5,000% increase in the volume of payments on its platform.

Salesforce’s deeply integrated platform has unified sales, service, and marketing teams to help pay.com.au scale and provide customers with increasingly personalised rewards experiences. Data 360 provides a foundation for these experiences by unifying data and providing predictive insights into customer behaviour.

pay.com.au is now harnessing Agentforce to build and deploy AI agents that will augment teams to deliver fast and efficient service. With Agentforce’s complete, extensible, and open platform, the agents will be able to leverage pay.com.au’s existing workflows, data, and integrations — making it easy to scale agentic AI across the business.

pay.com.au engaged Salesforce consulting partner J4RVIS to support its initial exploration of agentic AI, including the identification of use cases and how to overcome potential challenges and risks. The business is now building agents internally, focusing on testing and learning with a small number of agents before expanding to other use cases.