How Agentforce is helping Goodyear become #1 in tires and service.

To bring their business strategies and ideas to life, Goodyear researched software and platforms that could help support their implementation.

Goodyear, a trusted name in tires since 1898, has a legacy of innovation and high-quality products. With a vision of becoming #1 in tires and service, Goodyear is looking to enhance how they engage with dealers and consumers to achieve this goal. 

 As a storied leader in the industry, Goodyear witnessed the advent of every modern media method to help consumers find the best tires for them — radio, television, printed literature, blimps in the sky, and advertisements on the airwaves. Now, Goodyear is taking the best of a century’s worth of expertise and combining it into a unified customer relationship management (CRM) solution, which empowers Goodyear to streamline operations and focus on the customer and consumer experiences. 

“Our customers are at the center of everything we do, and we are continuously looking at ways we can enhance their experience,” said Simone Gabbianelli, Senior Director of Global IT. “With a unified global CRM solution, we are able to deliver a customer experience tailored to their preferences, while also allowing us to anticipate their needs. We are looking to build a platform that makes the tire buying process easier, since we know this can be unexpected.”

“We’re getting back to our mantra, which is #1 in tires and service,” said Mark Stewart, CEO and President. “And that doesn't mean the biggest volume player around the world. It means the biggest value-added player in the world.”

Data 360 and Agentforce 360 apps give Goodyear the visibility to help drive sales, service, and growth.

Goodyear is building a global CRM with Agentforce 360 — bringing together customer data, digital tools, and AI.  

Data 360 will help to enhance the customer experience by giving Goodyear a single, real-time view of every relationship. This allows Goodyear associates to be even more attentive to the dealers’ and consumers’ immediate needs — anticipating and delivering the products and solutions they need. By harmonizing data sources, Goodyear can deliver the right products and solutions at the right time, helping to ensure a consistent and personalized consumer and dealer experience across every channel. 

“Data 360 is a tool that will allow us to have a full view of our customer interactions,” said Gabbianelli. “It will allow us to continue to enhance the customer experience delivering value and personalized service.”

Building on unified data, Goodyear plans to use Agentforce Automotive and Agentforce Marketing together to create an enhanced, connected customer experience. This combination of sales data and institutional knowledge means that a Goodyear customer gets the best in tires and service. For example, low tread can be dangerous. Safety reminders that it’s time to consider buying new tires offer peace of mind and convenience for customers. 

Goodyear is also planning to deploy Agentforce Field Service, which can streamline the entire tire sales and service ecosystem — from retail to mobile to fleet. Whether a consumer is booking a tire replacement at home, or a fleet operator needs onsite service, Agentforce Field Service will connect every step of the journey from autonomous scheduling to follow-up communications. 

But the power is in all this working together. The deeply unified Agentforce 360 Platform means each app can build on the others to drive intelligent and differentiated experiences that help Goodyear achieve their vision. “We see each of the Agentforce 360 apps adding value to their own space, but we see them working together to help us deliver an enhanced experience,” said Gabbianelli.

How Agentforce can be used to help enhance the customer experience with AI-powered insights and automation in the flow of work.

Agentforce, AI agents powered by the Agentforce 360 Platform, will take Goodyear’s global CRM transformation to the next level by bringing agentic AI into daily workflows to automate tasks, surface insights, and help teams. 

Goodyear is starting with two sales use cases powered by Agentforce. The first, Sales Coach, collaborates with Goodyear’s sales reps before, during, and after sales calls to help deliver a seamless customer experience. Goodyear also plans to explore how Agentforce can help consumers with tire sales opportunities and recommend them to third-party partners that make the tire buying and installation experience easier. 

Agentforce will deliver value quickly by helping shift sales teams away from tedious admin work and toward more meaningful customer interactions, such as delivering personalized recommendations, proactive service updates, and an overall seamless experience.

This means Goodyear’s sales team will be able to reach more customers, handle complex B2B sales efforts, and uncover new opportunities. “By implementing a system that enhances our team’s ability to anticipate and respond to customer and consumer needs, we are elevating the entire customer experience,” said Gabbianelli.

Goodyear envisions using Agentforce to help consumers shop smarter for tires and service with intelligent, guided experiences.

With AI agents working behind the scenes, Goodyear plans to stay connected with customers long after the initial sale.

One concept in development is a personal shopper agent that helps customers find the right tires based on their vehicle type, location, and driving habits. Today, many buyers aren’t sure which specific model or trim they have. This agent will simplify the process, guide them through the purchase or appointment, and increase satisfaction along the way.

The company also sees an opportunity to support their field technicians. Looking ahead, Agentforce will provide field technicians with real-time support, keeping Goodyear’s technicians at the cutting edge of a rapidly evolving Automotive industry. 

In addition, Agentforce will autonomously handle follow-up tasks like service reminders and appointment scheduling. 

“Right now, we see that Agentforce can help us connect with our customers and provide them with the service they expect from the industry’s number one provider,” said Gabbianelli.

Rather than piecing together point solutions, Goodyear wanted a unified foundation that could support every aspect of their global business. With Salesforce, each part of the customer journey — from sales and service to marketing, commerce, and field support — is connected. 

“If you’re trying to extract efficiency and power, and if you’re trying to go down a path of digital transformation and pulling your entire organization into something, then you need to start looking at something that’s more fully woven in,” said Josh Harris, Global Head of Websites. “When you start doing that, there’s really only a couple of players and Salesforce definitely rises to the very top of that.”

What truly sets Salesforce apart is Agentforce — the agentic layer of the platform that turns Goodyear’s data and digital tools into action. With Agentforce, Goodyear can apply AI in targeted, scalable ways to extend the impact of their teams. “It’s going to be having more helping hands to get where we want to be,” said Stewart.  

Salesforce is helping Goodyear bring their vision of being the biggest value-added player in the world to life, as Goodyear reimagines the road ahead and delivers for every customer, every mile, every time.