Ambuja Neotia enriches experiences with Agentforce and a 360 customer view

Ambuja Neotia is a prominent Kolkata-headquartered business group founded by the Neotia family more than a century ago. With a presence in cement, fertilizers, and petroleum products, the group ventured into real estate and hospitality in the 1990s. Now led by Harshavardhan Neotia, whose unique vision earned him a Padma Shri, it is responsible for landmark real estate projects across West Bengal and Bihar. The group also develops healthcare, retail, and education spaces, and continues to make a huge difference to the way people live.

The need to build seamless, transparent, and service-oriented experiences 

Ambuja Neotia adheres closely to the group philosophy of serving from the heart. “The two pillars of our customer philosophy are transparency and service orientation to make the customer feel like they are a member of the extended Ambuja Neotia family,” says Harshavardhan Neotia, Chairman, Ambuja Neotia group. “All our people, processes, and technologies are aligned to deliver this.” 

For customers in the real estate vertical, this means promptly answering any number of queries during the purchase process, providing visibility to customers across all transactions, and swiftly resolving any concerns. 

However, this vision was hampered by Ambuja Neotia’s earlier CRM, which was limited in functionality and not easily scalable. To address this, the team adopted the Salesforce platform to build frictionless customer journeys, and deliver tailored customer experiences. 

In their own words...

From faster loan processing to 24/7 AI-powered service, Ambuja Neotia uses Salesforce to boost productivity, reduce errors, and build meaningful customer experiences.

Streamlined pipeline management prioritises customer experience

Buying a home is more than a transaction, it’s an emotional and landmark moment for buyers; and Ambuja Neotia seeks to acknowledge this from the very first interaction. 

When a new property is launched, the company reaches out to prospective buyers through traditional and digital channels. To maximise the effectiveness of its digital outreach, Ambuja Neotia leverages Marketing Cloud, crafting rich, multimedia-led campaigns across platforms, including WhatsApp. 

The entire process is designed for ease and convenience. Earlier, reps would need around five interactions with the prospect to capture their details; this is now replaced by a simple form on Marketing Cloud that prospects can quickly fill in. Ambuja Neotia has also integrated Agentforce - an agentic layer built on the unified Salesforce platform - to improve prospect engagement and lead nurturing. 

Automated lead scoring and personalisation doubles lead conversions to 80%

Incoming leads are automatically scored by Salesforce’s classification engine. Intelligent lead routing has doubled the conversion rate of hot leads from 40% to 80%, by helping sales teams focus on the most engaged prospects.

All qualified leads are consolidated on Sales Cloud. 

"From the moment a potential homeowner expresses interest, they're not just a lead in a volumes game; they're welcomed as a member of the Ambuja Neotia family. And our sales process is designed to reflect that warmth and personalised attention,” says Sarkar.

Sales reps have a complete 360-view of the prospect – the origination, level of interest, and preferences - for a personalised and empathetic initial connection. The prospect profile continues to evolve in real time as new uploads, updates, and interactions are captured. 

By using Agentforce to further enrich interactions with meeting summaries, upsell recommendations, and inventory insights, sales reps can engage knowledgeable, high-net-worth prospects impactfully.

When a customer is ready to purchase, all required documentation such as PAN, joint ownership details, and so on, is collected and digitised for capture on Sales Cloud, making the buying process smoother and more transparent.

Soon, Agentforce will be used to manage routine tasks like the handover from tele-reps to sales reps, and collecting documentation from customers. This will free up reps to focus on what matters most: building trust, forging connections, and delivering high-value conversations to high-net-worth clients.

Omnichannel service powered by AI halves case resolution to 2.5 days

Previously at Ambuja Neotia, customer service was a fragmented experience. Customers would contact the call centre with queries, but responses depended on service rep availability and prioritisation. This caused delays and a lack of transparency. 

To address these challenges, Ambuja Neotia automated and streamlined its service delivery with Service Cloud. Now, customer queries—whether received via voice bot, WhatsApp, or email — are instantly logged in Service Cloud, where they are tracked from initiation to resolution. Customers now have visibility into every step of the process through their personalised portal login, bringing real-time transparency to what was once an offline maze.

For routine inquiries, resolution no longer needs manual intervention. Ambuja Neotia has deployed an Einstein bot to analyse customer queries, fetch the necessary information and share it instantly with the customer. This AI-enabled support has halved the case resolution time from 5 to 2.5 days, leading to greater customer satisfaction.

The team has also deployed Agentforce to improve service rep efficiency. AI agents learn from past interactions and logs to enhance customer interactions; so the team is no longer dependent on an individual rep’s capabilities. The performance of the AI agents is closely monitored via metrics such as resolution time, the number of interactions required per issue, and conversion rates. This helps continuously improve service quality and operational efficiency. 

Sarkar notes, "With the implementation of Agentforce, response time and accuracy are improving significantly, leading to higher customer satisfaction." 

With 24/7 customer interaction enabled by an autonomous AI agent, employee productivity has increased by 300%.

These time and cost savings are being reinvested into improving the team's effectiveness through empathetic customer communication and personalised resolutions. AI agents are also taking over more routine inquiries, allowing service reps to focus entirely on learning and solving complex problems.

Shortly, Agentforce will further boost this efficiency by providing instant answers from knowledge articles across the company, and maintaining comprehensive conversation records for agents to learn from. 

In their own words...

See how they build meaningful experiences with Agentforce by enabling faster decisions, fewer handoffs, lower error rates, and round‑the‑clock responsiveness.

An intuitive self-service portal empowers customers with visibility and action, winning trust

From day zero with the customer, Ambuja Neotia captures every step of the journey on a custom portal built on Experience Cloud. Here, the prospect can access presentations, rich multimedia, and site images, allowing them to immerse themselves in the property even before signing the first cheque. 

Once a prospect becomes a buyer, the portal provides real-time visibility into every document update, conversation, and query resolution. For instance, if the service team needs to consult with another team for an escalated query, the customer can monitor this progress - reducing uncertainty and increasing transparency.

With Agentforce integrated, the portal has become significantly more responsive. When customers raise a query, AI agents pull information from various sources to provide prompt, detailed answers about properties, project timelines, and even banks during the consideration stage. Even further along the customer journey, AI agents swiftly resolve most customer queries entered on the portal. 

Tableau delivers rich, tailored dashboards to accelerate managerial decision-making

Historically, Ambuja Neotia’s reliance on Excel sheets meant that valuable insights were buried in rows and columns. Users manually extracted data from the ERP, Salesforce, and the human resource management system (HRMS) to build dashboards - a complex, lengthy, and sometimes error-prone process.

Today, Tableau directly integrates with these data sources via APIs, to create a single source of truth, which ensures data integrity and frees up time for analysis.

The resulting visual dashboards — tailored to each team's needs — offer a significant leap in usability and impact. Users can now drill down into data within seconds and view multiple insights in a single window, making meetings and presentations more effortless. 

These intuitive dashboards have seen strong adoption across management levels, with over 36 dashboards tracking more than 270 KPIs across departments. All enabling faster, more informed, and accurate decision-making.

Next: Extending Salesforce across the organisation

Looking ahead, Ambuja Neotia plans to expand its Agentforce digital workforce. "In the next 1-2 years, we aim to implement these digital workers for the vendor, legal, and dispute departments," explains Sarkar. A 300% productivity improvement is envisaged.

This reflects the company's strategy of creating what Sarkar calls "a unified, homogenous ecosystem across marketing, sales, and service, where AI is deeply integrated within workflows.” 

The Ambuja Neotia group is actively exploring additional Salesforce solutions like MuleSoft, Slack, Privacy Center, and Data Cloud to further enhance enterprise-wide integration, data flow, and customer engagement.

With Salesforce, Ambuja Neotia has created an Agentforce-powered seamless technology foundation that mirrors how customers should actually experience a business — as one entity. This helps the company build genuine trust-based relationships and deliver transparent “service from the heart” that defines their family-like approach to customer care.