Premier Service Is the Growth Strategy: How Feazel Scaled to 11 Locations with Agentforce

One Pane of Glass, a Long Time Coming

Feazel has always been a company that puts craftsmanship first. Since 1988, it has built a reputation for roofing done right by showing up when others don't, standing behind their work, and treating every home like it matters. They built their footprint the old-fashioned way: One market at a time, one roofing crew, one homeowner at a time. What it didn't have yet, was the technology to match its ambition.

The business was growing fast through organic expansion, a few strategic acquisitions, and market demand that placed a premium on speed and reliability. By 2020, Feazel had already expanded from one Columbus storefront into North Carolina, the Mid-Atlantic, and Michigan. Leadership had its sights on $200 million in revenue. But the systems underneath that ambition weren't keeping pace.

For nearly a decade, Feazel had run on Salesforce. In 2023, Feazel moved to a different enterprise platform to strengthen its accounting foundation. The new environment did not meet the company's broader customer, sales, and field-service needs.

Sales and field teams lost the connected visibility they previously relied on. Pipeline information was harder to access, field technicians lacked a purpose-built mobile experience, project managers returned to manual spreadsheets, and routine reporting required more time and specialized support.

On the operations side, the disconnect was everywhere. Leads from web forms arrived in one system, appointments were booked in another, and jobs were tracked in a third. The systems were not connected. The customer felt it too. When a homeowner called after hours, there was no one to answer, an answering service that returned a brief email summary to the team, limiting context and making rapid follow-up more difficult. In a business where trust is earned job by job, a missed call is a missed opportunity to build trust. Every data point was reactive, a snapshot of what had already happened, not a signal for what to do next. Within a year, the decision was clear: It was time to return to a platform that could scale with the business.

What they needed wasn't just a better customer relationship management (CRM) system. They needed a single pane of glass: One place where every lead, every roof, every technician, every homeowner interaction lived and breathed in real time.

From Lead to the Final Nail

In 2024, Feazel made the move back to Salesforce, this time with a plan.

Ted Hutchins, Chief Technology Officer, led the migration back, partnering with Ben Caplan, Director of Innovation and Development, and the team made decisions that established a durable foundation for the company's technology strategy. Over the last year, Feazel has transformed Salesforce from a system of record into a system of engagement. Lead scoring, omni-channel routing, email-to-case, automated SMS outreach, Agentforce Voice, and workflow automation now touch every part of the customer journey - from the first inquiry to the final invoice - across sales, service, production, and customer experience.

Today, Salesforce is Feazel's operating system. A homeowner clicks a form on the website. Within minutes, a call center representative is on the phone. The lead came in through an integration, hit Salesforce as a prioritized record, routed through an omnichannel queue, and rang through Amazon Connect. With automated routing and minimal manual entry, the representative has the relevant lead context in front of them."I called on a lead and the customer answered the phone and said, 'Wow, that was fast. I was just on your website,'" Ben recalled. The system had already routed the form to the right person, and the team was on the phone before most companies would have noticed the form submission. From there, the appointment is scheduled through Field Service, and a salesperson is assigned, powered by the mobile app in the field.

If the homeowner signs the contract on the first visit, the job is routed in Salesforce for approval, work orders are created, subcontractors are scheduled, and the project manager tracks the install from a single pane of glass — with Salesforce serving as the operational hub. Across the full project lifecycle, integrations exchange data with NetSuite, keeping the system of engagement, Salesforce, and the financial system, NetSuite, in sync.

For Feazel, growth has never been just a sales problem. It's a service problem. Fast callbacks, smooth installations, and well-managed warranty claims can strengthen homeowner trust and referrals. That's why Agentforce Service, Field Service, and Agentforce Voice aren't the supporting cast. They're the engine. Robyn is the proof.

After hours, Agentforce Voice takes over. Feazel's virtual roofing assistant, Robyn, handles all calls received outside of business hours across 11 locations. When a homeowner calls outside of business hours, Robyn answers, captures the inquiry, creates a case, and matches it to the existing contact or account. By the time the customer experience team arrives in the morning, each handled call is logged, transcribed, and ready for follow-up, reducing manual data entry. For a company where speed-to-response is an important contributor to job conversion, that overnight intake isn't just convenient, it's competitive.

For faster development, Ted encouraged the team to use AI, including Agentforce Vibes, Salesforce's AI-assisted development environment, as part of the toolkit. What used to take a developer a full day to refactor can now take 15 minutes of prompting and another 30 to review. The team uses it to build and rebuild flows, with MCP access giving the agent authorized access to relevant API names and object metadata.

Doing More with Less

Ted Hutchins brought extensive technology experience from travel and hospitality and understood that customer interactions are vital to sustainable business growth. He brought with him the conviction that technology should work for the business, not the other way around. Since deploying Salesforce, Feazel has seen a fourfold improvement in service work order closure speed on the service side. Speed-to-lead has improved, with web-form leads now called back in under two minutes on average. And the team that used to run almost exclusively on Salesforce consultants now runs entirely on internal talent.

The common theme across all of this is building out a high-quality customer experience. Faster lead response, smoother installs, after-hours intake designed to capture every call, these aren't just efficiency wins. They're the reason a homeowner in a new market trusts Feazel before they've ever met a crew member. But the result Ben is most proud of isn't a percentage. It's a pattern.

As team members have left naturally, through normal attrition, Feazel hasn't had to backfill. The automations running quietly in the background have absorbed the workload. The team is smaller than it was a year ago. Revenue is still up. Time spent on subcontractor pay submissions has dropped 50%. Prompt template flows saved the team 320 hours last quarter alone. That's not headcount reduction as a strategy. That's technology doing exactly what it's supposed to do.

Agentforce Voice is live in production across all markets. The Field Service Dispatcher Agent is on the roadmap, designed to automate scheduling communications with homeowners, optimize project manager routes, and handle the reshuffling that comes when a rain day wipes out 12 installs overnight. Tableau Next is beginning to track SLAs for insurance partnerships, with a deeper push into sales trends and production metrics planned for later this year. And on the horizon: Data 360 as the true backbone - feeding all of it.

Ted and Ben's north star has been simple: get as much work out of Excel as humanly possible. Replace reactive, siloed data with a single source of truth. Make the system invisible to the people who use it - so field technicians can spend more time fixing roofs, sales reps can see their pipeline clearly, and the customer experience team can resolve a case without ever having to type a note.

That philosophy extends to how Feazel thinks about AI. Agentforce isn't a bolt-on feature, it's the next logical layer of a platform that's been built carefully, with clean data, deliberate guard rails, and a team that owns its own roadmap. The foundation is solid. The builds are getting faster.

From one location in Columbus to 11 locations, Feazel has always grown by building smart. Now, with Agentforce and an AI-driven platform at the center, they're building faster than ever. Salesforce is a central part of that foundation. Feazel's core mission is to deliver the best customer service and a stress-free buying experience.

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