GE Appliances switches on instant, personalized service with Agentforce.

Expanding into new markets meant GE Appliances had to rethink how they handle consumer care.

From the oven that bakes fresh bread to the dishwasher that runs after a big holiday meal and the dryer that dries clean towels, GE Appliances has been woven into life’s everyday routines and celebrations for over a century. Found in millions of homes, their high-quality, reliable appliances make life more comfortable and convenient, adding warmth to everyday life. 

While GE Appliances’ legacy has been built on creating iconic, innovative home appliance brands, they realized there were significant opportunities to improve the consumer journey around appliance ownership. “Our research revealed that, when it comes to appliance care, consumers believed the brand promise of giving them time back had been broken,” said Jason West, Executive Director of Commercial Strategy and Transformation at GE Appliances. “We wanted to fix that.”

In 2024, they launched Bodewell, a service offering personalized whole-home support and appliance care for most major brands. Bodewell provides peace of mind for homeowners when they need it most — across service, sales, and ownership moments.

With millions of consumer contacts, Bodewell’s support team received a wide variety of inquiries daily — typically from appliance owners in their most stressful moments. The requests ranged from needing help selecting a new appliance with certain dimensions to rescheduling a service call or checking an order status.

Providing solutions wasn’t always easy. Product specifications, warranty details, and repair instructions were scattered across both physical and digital channels such as PDF manuals, websites, and internal files, potentially delaying help for consumers. 

Adding to the complexity, GE Appliances’ commitment to constant product innovation means that specifications and troubleshooting tips change often. For example, this year’s dishwasher model might have a completely different manual than its original model from 10 years ago. Although the support team prioritized continually updating materials to keep reps up to date, they were hindered not only by frequent changes to GE Appliances’ product line, but also by changes to other brands’ products as well. Without a centralized knowledge hub, some cases could take weeks and multiple calls to resolve. 

To offer the high-touch, personalized service that turns stressful moments into positive experiences, GE Appliances knew they needed to connect the dots across every interaction and create seamless moments that build lifelong consumer relationships.

Reps find information instantly with Service Cloud, empowering them to provide faster, more personalized answers.

The first step in speeding up their customer service was to centralize data from across GE Appliances’ entire tech stack. With the deeply unified Headless 360 platform, they’ve connected dozens of internal and external systems and sources so their service team can view every consumer’s history, preferences, and product information in one spot: Service Cloud.

What once required multiple systems can now be accomplished instantly, thanks to a mix of MuleSoft Anypoint Connectors and custom APIs making disparate data sources actionable in Salesforce’s open platform. For example, if a consumer reaches out about a broken dishwasher, the rep can check warranty details through data from Oracle, confirm past payment data from Stripe or Cybersource, source a product diagram from Salsify, and reschedule a delivery through Bodewell Delivery — all without leaving Salesforce.

With MuleSoft, GE Appliances connects to Oracle applications like Enterprise Resource Planning (ERP), order management, fulfillment, and accounts receivable. Payment platforms like Stripe bring in transaction data.

Google Cloud Platform serves as a data lake to enrich data at scale, while their content management server, Salsify, feeds in product images, manuals, and specifications. If a consumer is unable to find their physical manual, a rep could retrieve it from Salsify and share it directly with them.  

Through custom API connectors, platforms like Cybersource and Sabrix handle financial and tax data, while their internal Bodewell Delivery system lets consumers manage appointments with ease. Memberships and protection plan information flows in through Assurant, and Bazaarvoice contributes ratings and reviews.

Over 1,000 Bodewell reps support consumers directly through Service Cloud, which stores product registration data, knowledge content, claims data, and exchange and return information. And with GE Appliances’ broad use of the deeply unified Salesforce Platform, these reps and their coworkers benefit from a single, shared view of consumer data to show up smarter at every touchpoint:  

• Sales Cloud: With intelligent lead management and quote data, sales reps can book meetings faster and conduct more outreach. 
• Commerce Cloud: Every product’s pricing and technical specifications are stored in Commerce Cloud, enabling service reps to enhance the overall shopping journey.
• Experience Cloud: Partner site and microsite data power the deployment of tailored digital experiences.   
• Marketing Cloud: With rich campaign and consumer data, marketers can manage automations, create segments, and personalize promotions. 
• Field Service: With routing, scheduling, and consumer data in Field Service Optimizer, the right technician is matched with the right owner and takes the most efficient route, resolving cases effectively.

“All of our data comes together using Salesforce Identity, which we call ‘My Account.’ It’s critical to our success. It’s our hub, with consumers’ information, history, and preferences,” said Samuel Seelam, Executive Director, Bodewell Digital Technology. “Everything pulls to that one central location.” 

For GE Appliances, bringing consumer and product data together builds a foundation for personalization. With every interaction, record, and preference in the My Account hub, the company can deliver exceptional, unified experiences at scale.

“Because many of our products are smart and connected, we not only want a relationship with the consumer, but also a relationship with their product. We use all that data to maximize the consumer experience,” West said.

With Agentforce, stressful service moments become opportunities to build trust.

To help consumers troubleshoot issues and find information about order status, product availability, and pricing faster, GE Appliances is relying on Agentforce, the agentic layer of the Headless 360 platform.

For example, if a consumer’s oven isn’t heating up, they can sign in to their GE Appliances account and start a chat with an autonomous service agent built with Agentforce. After asking the consumer to verify their specific oven type, the agent maps their response to specific troubleshooting data housed in custom objects in Service Cloud. From there, the agent instantly provides troubleshooting steps in a conversational, professional tone. 

If someone needs to know where their order is, the agent draws order data directly from Oracle via MuleSoft and responds with a customized link to a delivery tracking page. When a time-sensitive issue, like a damaged delivery, requires escalation to a live rep, the agent first checks business hours using an Apex action in a flow. If it is during business hours, the agent offers to connect the consumer to a live rep. This ensures that consumers aren’t bounced around or left waiting. 

To monitor agents with data-driven insights, GE Appliances uses CRM Analytics for analytical and visualization purposes, ensuring every agent interaction provides accurate answers. So far, the agent has autonomously resolved over 25% of consumer requests, and GE Appliances anticipates that number to continue rising as the agent evolves. 

Because GE Appliances already unified their data in Salesforce, they were able to implement the agent in just seven weeks with help from Neuraflash, their implementation partner. And based on early success, GE Appliances has plans to expand topics and actions and make it available in broader support channels in the near future.

Agentforce isn’t just facilitating solutions for consumers — it’s also working behind the scenes for reps and technicians by generating pre-work briefs and post-work summaries. Before an appointment, Agentforce surfaces pre-work briefs to technicians, giving an updated summary in natural language including details like recent visits, new parts, and previous charges. After the appointment, the agent keeps reps on the same page by automatically summarizing everything the technician did on the job, including collecting payment and diagnosing errors. With pre-work briefs and post-work summaries, reps and technicians have the full context at their fingertips when interacting with consumers, ensuring they don’t have to ask the same question multiple times. 

This agent also surfaces on-demand repair and replacement recommendations. For example, if a Bodewell technician goes to a consumer’s home to fix a broken washing machine, they can share the model number, problem description, and zip code with Agentforce. The agent queries invoice history from similar cases via Service Cloud to provide a repair cost estimate in seconds. If it makes more sense to replace the appliance rather than repair it, Agentforce will prepare a consumer-ready replacement offer to help make replacement easier. Not only does agentic AI streamline appointments for repair technicians, it helps GE Appliances turn stressful service moments into opportunities to build long-term trust.

Bodewell’s commerce agent powered by Agentforce guides shopping, handles returns, and will soon introduce interactive visual experiences.

Next, GE Appliances launched a custom commerce agent built specifically for Bodewell, in chat. The commerce agent was built with expanded topics and actions, like adding items to carts, assisting with memberships, generating return labels, and upselling appliances. The agent draws directly from the Bodewell website and product catalog to reduce abandoned carts, boost conversions, and create a smoother shopping journey. The agent also provides a customized experience specifically for logged in Bodewell members, highlighting perks like exclusive member discounts and free delivery. Looking ahead, GE Appliances plans to introduce visual experiences, so consumers can interact with images, not just text.

GE Appliances is also building an sales development representative (SDR) agent focused on lead engagement and qualification. By automating the first touch with prospects, the SDR agent will help sales teams prioritize the most promising opportunities faster and give them time to focus on closing deals.  

GE Appliances has 40 Agentforce use cases on the horizon, including a field service agent focused on proactive maintenance. They’re also exploring automation for online returns and image and file processing. With unified data, a proven model, and no code builders to deploy Agentforce fast, GE Appliances can quickly spin up new agents that’ll help them turn everyday service into value-creating opportunities.

“We’re essentially a small startup inside a legacy business,” said West. “We’re going through a digital transformation to revolutionize how we go to market across the consumer journey, and it’s all powered by our Bodewell ecosystem built on the Headless 360 platform.” Since rolling out Service Cloud in 2020, the company has expanded Salesforce across nearly every function, uniting the organization around a single view of the consumer and fueling innovation, efficiency, and growth. That power is now amplified by Agentforce, turning GE Appliances’ unified data into action. 

Data safety is a core focus for GE Appliances, with specific instructions in place to protect sensitive consumer information — an underlying foundation of every agent they build. Because Salesforce tools are guarded by the Trust Layer, GE Appliances can confidently deploy AI-powered service that is both fast and safe. Low-code and no-code tools also make it easy to connect agents to GE Appliances’ systems, ensuring both speed and reliability in every interaction.

GE Appliances maintains an unwavering focus on consumers and innovation, and Salesforce helps them reimagine what’s possible by connecting the dots across all teams on one deeply unified platform. With Salesforce, GE Appliances isn’t just managing data — they’re delivering secure, connected, and meaningful experiences while staying true to the values that have guided the company for over 100 years.