After increasing win rates and deal size through greater sales visibility in Salesforce — contributing to 6x growth in payments processed — SmarterPay is now deploying AI agents in Agentforce to further boost efficiency and enhance the customer experience.
With high-value, long-term customers, every interaction matters.
SmarterPay serves a diverse and growing customer base, from SMEs and large enterprises to local councils and NHS trusts. While SmarterPay provides these customers with seamless integration, automation, security, visibility, and control across their payments, the company wants to apply those same principles internally, creating a connected and efficient approach across sales, support, and marketing.
With high-value, long-term customers, every interaction is important for SmarterPay, and errors can quickly diminish trust in the financial services industry. The company needs to ensure that sales and service teams have the visibility they need to respond quickly and accurately to customer needs to maximize satisfaction and retention. With a lean sales team, it also wanted to ensure that lead management and reporting are as efficient as possible.
SmarterPay’s goal was to establish a unified and automated approach to customer engagement, using AI agents where appropriate, but giving its teams visibility and control at every stage of the customer journey.
We have about 200 expedition schedules and five ships, so the permutations are quite big. We want data on the expeditions and vessels to be at our guest experience teams’ fingertips.
Louise MackinlaySVP of Digital and IT, HX
SmarterPay is adding AI agents to boost its sales and service capabilities.
SmarterPay has used Salesforce to support its sales operations since 2012 and its service since 2021. After discovering Agentforce at Salesforce World Tour 2025, SmarterPay saw an opportunity to use AI agents to increase commercial capacity, reduce response times, and automate lead qualification, while freeing its people to spend less time on admin and more time having meaningful customer conversations.
SDR agents to save up to 20 minutes for every lead.
As one of its first initiatives with Agentforce, SmarterPay is deploying a Sales Development Representative (SDR) agent to automate time-consuming tasks. For inbound inquiries, the SDR agent will capture key prospect information, including use case, payment requirements, and timescales. The agent will use this information to qualify each lead and route it to the right salesperson, with the relevant context attached.
SmarterPay is also building an agent to support outbound campaigns, which will create initial campaign content and messaging using existing resources. SmarterPay’s sales and marketing experts will remain in control, reviewing and approving content before it reaches a prospect, while the agent handles the time-consuming groundwork.
Using Salesforce AI agents might only save 15–20 minutes per lead, but if you add that up over a month or a year, the amount of time freed up from that element alone is massive.
Lewis McKenna-CrispHead of Sales, SmarterPay
Agents will improve forecasting accuracy and accelerate customer support.
To help the sales team keep pipelines and forecasting accurate, SmarterPay has plans for an agent that automatically analyzes and optimizes sales data. The agent will monitor opportunities to identify missing information, inactive deals, and potential risks, and make recommendations where action may be needed, such as prioritizing a lead or dismissing one that’s unlikely to close.
SmarterPay will extend the same approach to customer support with an agent that can answer straightforward queries by drawing on the company’s existing documentation and resources, such as FAQs. This agent will help customers get faster answers while allowing teams to spend time on more complex issues.
Agents will support, not replace, 30 years of human experience.
At SmarterPay, agents are being designed to complement, not replace, human expertise. In the financial services industry, even a minor error could have a significant impact on a customer’s experience and SmarterPay’s reputation. To protect against this, SmarterPay has clear guardrails around what agents can do and when people need to step in. For example, agents are instructed never to guess or assume when it doesn’t know the answer.
Better sales visibility drives a 20% higher win rate.
SmarterPay has already improved sales success with Sales Cloud. The solution gives SmarterPay a single source of truth across leads, contacts, accounts, and opportunities, providing visibility throughout the sales process. By analyzing this data, SmarterPay can understand why opportunities are won or lost and identify where to improve. These insights helped increase the sales team’s win rate by 20% in 12 months.
Prioritizing the right opportunities has increased average deal size by 5.3x in just two years.
With Salesforce dashboards, SmarterPay can see its entire pipeline and opportunity status in seconds rather than spending hours compiling reports. The ability to quickly identify where to focus sales efforts has helped the company make more informed decisions and increase its average deal size by 5.3x in just two years.
A consistent customer experience has resulted in a 90% average CSAT score.
SmarterPay also has a connected view of customer service with Service Cloud, helping teams manage support cases while turning day-to-day customer interactions into actionable insights. With every case captured in Salesforce, SmarterPay can identify recurring issues and trends across its customer base, which helps the development team identify and prioritize improvements to its payment solution.
With customer satisfaction and retention a priority for SmarterPay, the company uses Salesforce to capture customer feedback whenever a support case is closed. When a customer has issued a low score, SmarterPay’s team gets in touch to find out what went wrong, turning feedback into an opportunity to improve the relationship and safeguard customer retention.
With Salesforce providing complete visibility of our customer interactions and experience ratings, we’re achieving an average customer satisfaction score of 3.6 out of 4.
Chris BellCTO, SmarterPay
Salesforce has helped SmarterPay scale quickly, without losing the visibility, control, or culture that have driven its success. Over a period of three years, the value of payments processed increased sixfold, while SmarterPay has taken on bigger customers and continued to operate with a lean, agile team.
A single platform brings together the data, automation, and AI SmarterPay needs across sales, marketing, and service, giving teams a shared view of the business and helping them make better-informed decisions. It also supports SmarterPay’s collaborative, team-oriented culture, with everyone able to see how the company is performing. With SmarterPay’s people-oriented values, the benefits of Salesforce extend beyond the technology to the ecosystem and community that give the team access to expertise, ideas, and a host of solutions to meet their business needs.
With Salesforce, we’ve picked up bigger customers while maintaining longevity. We’re operating faster, leaner, and better.
Chris BellCTO, SmarterPay
Salesforce is much more than just a software package — it’s an ecosystem and a community, and that’s of huge benefit to us.
Lewis McKenna-CrispHead of Sales, SmarterPay
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