Crocs guides shoppers from discovery to support with Agentforce

Outgrowing scripted support

Crocs, Inc. creates casual footwear and accessories through the Crocs and HEYDUDE brands, serving millions of shoppers worldwide. As their online business grew, they wanted their digital experience to keep pace.

Their service team handled 178,000 inquiries each month across voice, chat, and email. More than half were repetitive "Where is my order?" requests, while the rest focused on returns, refunds, sizing, and policy questions. Although Crocs offered a self-service chatbot, its capabilities were limited, causing 80% of conversations to be routed to a service rep, turning routine questions into costly live interactions. 

Crocs saw an opportunity to replace scripted self-service with a conversational shopping and support experience that reflected the same approachable personality as their brand.

One conversation, many possibilities

To bring more fun and convenience to online shopping, Crocs built Rivet, an Agentforce-powered superagent that brings shopping and customer support together in a single conversation. "Having multiple agents could add friction for the consumer," said Feliz Papich, SVP, Digital Technology, Experience & Insights. "We wanted Rivet to be one, cohesive assistant to the consumer, where they can discover products, track orders, and get questions answered.” 

A customer shopping for their nephew’s birthday might start by asking for a gift recommendation. Rivet responds naturally, asking conversational questions such as, "Who are we shopping for today?" or "What's the vibe — everyday wear, vacation mode, or a special occasion?" From there, Rivet narrows recommendations based on the customer’s stated preferences and suggests three relevant products, then asks if they’d like to see matching Jibbitz charms to personalize their pair. If the shopper asks about Crocs Club, Rivet can also explain the benefits of joining the loyalty program.

The same conversation can shift seamlessly into customer support. Rivet handles common requests like order tracking, return eligibility, refund status, and warranty questions on its own, giving shoppers fast answers without waiting for a rep.

When a request falls outside those workflows — or a customer simply wants to speak with a person — Rivet brings a service rep into the conversation. Rivet automatically creates and pre-populates a case in Agentforce Service, transferring the full conversation history, order details, and customer context so the assigned rep can pick up where Rivet left off.

Data driving every response

Behind every Rivet conversation is a superagent architecture comprising three specialized agents, each powered by Agentforce and responsible for a different part of the interaction:

• The orchestrator agent acts as Rivet's decision engine. It reviews every customer message, identifies intent, and routes the conversation to either the shopper or service agent.
• The shopper agent guides item discovery using data from Agentforce Commerce, Data 360, and third-party search provider Algolia. Data 360 provides commerce data that doesn't frequently change, along with website content and product knowledge from Contentstack, such as FAQs, policies, and sizing. For information that changes throughout the day, Rivet calls Salesforce Commerce APIs in real-time to retrieve current product details, pricing, cart, checkout, and inventory, while Algolia powers product search.
• The service agent resolves order tracking, returns, and warranty questions using retrieval augmented generation through Data 360, where order history, website content, and product knowledge come together to ground Rivet. For real-time updates, Rivet retrieves order status, shipment tracking, and return eligibility from IBM Sterling Order Management. If a customer requests a person three times or shows signs of frustration, Rivet routes the conversation to Agentforce Service, where a sub-agent automatically creates a case and transfers the full conversation history, customer context, order details, and a pre-populated case to the assigned rep.

Guardrails ensure Rivet never exposes personally identifiable information such as shipping addresses or responds outside approved Crocs knowledge, and catches any drift in tone – ensuring Agentforce stays true to Crocs’ witty, peer-to-peer brand voice.

Early momentum, bigger goals

Crocs had already modernized their service operation with Agentforce Service, reducing redundant customer profiles by 50% and cutting average handle time by 50% through automated case creation and workflow management. That gave the team a strong operational foundation before Rivet ever launched.

Now, Rivet builds on that foundation by extending Agentforce Service into conversational shopping, autonomous support, and a Help Agent powered by Agentforce Voice for routine order-status inquiries. With Rivet, Crocs expects an increase in customer conversations resolved autonomously. They also anticipate that Rivet will improve shopping outcomes, targeting an increase in search success, click-through rate, average order value, and items per order.

"Momentum brings clarity — you have to get it out the door and learn from it," said Papich. "Consumer intent changes every day, and we learn more about our customer every time they interact with Rivet." Crocs plans to expand Rivet to the HEYDUDE brand and international markets with multilingual support, evolve from single-order lookups to predictive shopping and proactive order updates, and extend Help Agent on voice from order tracking, to end-to-end support via phone.