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Chapter 1: An integrated tech ecosystem fuels seamless customer and employee experiences

Chapter 2: An automated and unified approach to sales maximises revenue potential

Chapter 3: A comprehensive talent management platform transforms project staffing and employee engagement

Chapter 4: Streamlined carbon emissions management strengthens sustainability

Chapter 5: Connected marketing journeys to boost customer engagement

Chapter 6: Powerful AI tools and a unified data platform to unlock new efficiencies 

Chapter 7: A Salesforce Practice and strong tech support teams ensure smooth digital execution

With Salesforce, Genpact is reimagining how it operates. Processes are being streamlined, data silos are being broken down, and automation is being embedded at every level of the enterprise.

Nearly 50% of the company’s business functions are already using Salesforce to enable a more intelligent, efficient, and agile way of working. The platform serves as Genpact’s central nervous system, connecting enterprise-wide teams and systems, as well as end-to-end processes and data in one unified network.

“Investing in Salesforce has strengthened our ability to integrate fragmented data, deliver real-time insights, and drive outcomes across the organisation,” says Vidya Rao, Chief Information and Transformation Officer, Genpact. “It also helps us make good on our AI-first strategy of leveraging data, technology, and industry partnerships to deliver value for our stakeholders, customers, and communities.”

MuleSoft connects 100+ systems, enabling the smooth flow of data across the enterprise

To build a connected tech ecosystem, Genpact needed to integrate 100+ applications, systems, and platforms across the enterprise.

The company’s previous integration tool didn’t have the flexibility or security advancements required to support large-scale integrations. But MuleSoft did.

Neeraj Agarwal
VP, Genpact

Through MuleSoft, workflows have become more synchronised. For example, when a sales deal is finalised, all the data around pricing, timelines, contracts, and payments are automatically transferred from the CRM platform to the ERP system for project execution, invoicing, and reporting.

Other data orchestrated through MuleSoft includes sales revenue, opportunities, accounts, logistics, and travel requests.

“MuleSoft is essentially our middleware platform that bridges and provides end-to-end visibility across SaaS and enterprise applications,” says Shweta Gupta, VP, Enterprise Architect, Genpact.

The company has already migrated 250+ integrations to the platform, and enabled 600+ data flows using 45+ APIs.

Genpact developers also leverage the MuleSoft Anypoint platform to quickly build and test APIs using prebuilt integration modules. Seventy-four percent of the APIs that have been developed are reusable.

“Since moving to MuleSoft, our APIs have become easy to implement and maintain, with fewer failures,” says Gupta. “This, in turn, has accelerated our digital transformation, enabling us to innovate and scale faster.”

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Genpact’s previous sales system was primarily a data repository, front-ended by multiple spreadsheets. Customer and sales insights were scattered across these documents, obscuring visibility. That prompted the company to look for a more unified and automated sales solution.

“We wanted to simplify daily sales interactions, and empower our sales team with better tools and insights,” says Monika Tewari, VP, Sales Process & Technology, Genpact. “With Salesforce, we were able to harness the power of automation, AI, and analytics to drive better outcomes for our team and customers.”

Monika Tewari
VP, Sales Process & Technology, Genpact

Capturing 100% of opportunities on one platform prevents lost sales

Today, all sales processes ranging from lead generation and opportunity management, to sales forecasting and closure are streamlined and automated on Salesforce Sales Cloud. Leads and opportunities from various sources – be it partners, advisors, the operations team, or marketing channels – are captured in a unified view. So, sellers can take action proactively.

All sales interactions and customer conversations are also captured on the platform. This ensures that sellers can seamlessly pick up from where they last left off.

With 100% of sales opportunities captured on Salesforce, no potential revenue is overlooked. Sellers have complete visibility into their pipelines – which enables them to forecast sales better, and allocate resources more efficiently.

There’s even a sophisticated deal qualification system to score and prioritise incoming opportunities. Sellers can easily assess the probability of winning a deal, while also triggering timely follow-ups to keep prospects engaged.

Salesforce has essentially become the central hub for Genpact’s end-to-end sales activities. All third-party tools used by the sales team – including their email application, customer relationship mapping tool, executive intelligence solution, and internal communication platform – are integrated with Salesforce.

No longer do sellers have to constantly switch between systems, looking for data. Everything they need is available on one platform in the flow of work to help them sell smarter and faster.

Additional customer data flows in from marketing and other business functions via Salesforce Data Cloud, giving users a comprehensive customer view.

Meanwhile, Agentforce assists the sales team in answering policy-related queries, drafting emails, scheduling meetings, generating actionable insights from sales calls, and more. The AI’s ability to synthesise important call information in seconds gives sales reps faster visibility into who their customers are, and which offerings are resonating better. These insights can then be used to refine sales strategies.

Learn more about how Genpact uses Agentforce for sales

Rich insights and revenue intelligence dashboards enable data-driven decisions

Earlier, sales reports were managed outside the CRM system. But with Tableau, they’re embedded directly into the Salesforce platform, enabling the sales team to run analytics more easily.

Top opportunities, sales trends, and weekly updates are all consolidated on one dashboard – so, the team can prioritise their sales efforts and resources better.

AI-powered revenue intelligence dashboards help in forecasting revenue accurately, building stronger pipelines, and tracking sales performance. Sellers can instantly generate insights about the health of various accounts, predicting which ones have potential for growth.

Meanwhile, pipeline inspection capabilities help users determine where the risks in their pipeline are, how their deals are progressing, which ones are more likely to close, and so on.

Since these dashboards are out-of-the-box, they’re easy to configure. Plus, they come with recommended KPIs and an intuitive interface that simplifies user adoption.

“In many ways, revenue intelligence has been a game changer for us,” notes Tewari. “It gives our sales team dynamic and live insights on all their accounts, right in the flow of work. So, it’s no surprise that the feedback on the tool has been overwhelmingly positive.”

Next: Automated sales quotation tools and AI agents will improve sales efficiency

Genpact is now rolling out Salesforce CPQ to simplify sales pricing and quoting. Sellers will be able to configure service bundles, view pricing rules, and generate quotes straight from the CRM.

Unlike before, CPQ and CRM systems will be on the same platform. This means that as opportunities are created in the CRM, they will be enriched with up-to-date information flowing in from the CPQ. So, sellers will have complete visibility into pricing.

Soon, the inside sales team will be able to run impactful outreach campaigns using Salesforce Campaigns Management. The tool will make it easy to segment audiences, as well as to plan and execute campaigns.

A robust collaboration platform will help employees work together more efficiently

With Slack Sales Elevate, Genpact is envisioning a single working space for the smaller focused sales and pre-sales team and their partners to collaborate.

Partners will be able to log deals directly on Sales Cloud through Slack, while also communicating with the internal sales team in real time. Deal notifications, updates, and progress can easily be shared between both groups, so that everyone is aligned.

Genpact also envisions using Slack to create deal rooms where sales people can work together on opportunities. All relevant stakeholders, discussions, and documents will be brought together in one place to accelerate decision-making on each opportunity.

For high-stakes deals, AI-powered collaboration rooms on Slack will provide a dynamic, centralised place to communicate. Packed with AI-driven intelligence, these rooms will help ensure that critical deals are handled with precision and efficiency.

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As Genpact’s business grew, the demand for talent surged. A dedicated task force was needed to speed up talent acquisition, while also supporting employee career development.

“Being a global advanced technology services and solutions firm, our biggest asset is our people,” says Reetika Khosla, VP, Transformation & Technology Office, Genpact. “We want to build an Amazon-like talent ecosystem that helps us find the right people for our customers at the right time, right place, and right cost.”

Having conducted a diagnostic analysis of its talent supply chain, Genpact identified three key objectives – automate talent sourcing; unify employee experiences across the talent demand and supply management lifecycle; and make workforce planning more proactive.

Automated talent sourcing and a unified employee view improve talent fulfilment by 4x

With Salesforce Employee Experience, as well as Sales Cloud and Service Cloud capabilities, Genpact has built a comprehensive talent supply and demand management platform known as Matchmaker. It simplifies the end-to-end process of staffing customer projects with skilled internal talent.

All talent requirements are captured in a unified view, along with employee profiles and skilling data, integrated from HR and learning management systems, respectively.

Additional data from Pinnacle – a project creation and resource management tool – flows in to provide visibility into which employees are working on what projects and for how long.

Based on all this data, inbuilt algorithms determine whether a talent requirement should be fulfilled through external or internal resources. In the former instance, the talent request is automatically routed from Matchmaker to external hiring systems. In the latter instance, Matchmaker matches employee profiles and resumes to the talent request in real time, resulting in smarter resource recommendations.

No longer is the talent management team responding reactively to staffing shortages, or waiting for employees to ask for career opportunities. Instead, they’re proactively reaching out to employees with recommendations on project assignments that are aligned to employee skills.

“Over the past four years, we’ve provided career opportunities to almost 80,000 employees,” says Shivangi Kochar, VP, Talent Management & Workforce Planning. “We’ve also seen a 4x improvement in talent fulfilment. Almost 30,000 employees are being matched to new customer projects each year, compared to just 7,000 earlier.”

What’s more, the turnaround time (TAT) for staffing has reduced by 32% i.e., from 56 days to 38 days. Internal staffing, specifically, has seen a 2x reduction in TATs. The process is so streamlined that external hiring has been minimised, saving costs worth Rs. 100 million.

Matchmaker, which was first implemented in Genpact’s BPO business, has since been rolled out across the enterprise as a comprehensive talent resource management tool.

Reetika Khosla
VP, Transformation & Technology Office, Genpact

An engaging career portal helps increase employee retention rates by 2x

On top of Matchmaker, Genpact has built an employee portal named RISE. All 125,000+ employees can use RISE to explore new roles within the company, get automatic recommendations on which roles to apply for, and track the entire application process in real time.

Soon, the system will automatically identify an employee’s skill gaps, and recommend learning interventions or training programs to close those gaps.

Such initiatives to nurture internal talent have increased employee retention rates by 2x. What’s more, employee engagement scores among rotated cohorts are 2 percentage points higher than among non-rotated cohorts.

With Matchmaker winning numerous accolades – including the Best Talent Management Technology Award at the 2024 Brandon Hall Awards – the talent management team is now exploring the possibility of offering the solution to customers.

“There aren’t many tools in the market that provide the kind of features that Matchmaker does,” says Khosla. “Once we take it to the next level with AI, I believe it’s going to be a best-in-class product for a long time to come.”

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In keeping with its net zero commitments, Genpact is taking proactive steps to reduce its carbon emissions. For starters, the company has built a sustainability ESG (environmental, social, and governance) application on Salesforce Net Zero Cloud.

All environmental and emissions data is captured and stored on the tool. Emission factors are automatically applied to the data to calculate the company’s carbon footprint.

Users can track emissions by office, year, fuel type, and other parameters. They can also conduct a data gap analysis to identify duplicate or missing records, as well as outliers that impact the quality of environmental data.

A dedicated sustainability dashboard provides real-time visibility into key metrics like waste emission KPIs, so that stakeholders can make better-informed decisions.

Next: Simplifying Scope 3 emissions monitoring will accelerate progress towards net zero

Genpact is now expanding the scope of its sustainability application to Scope 3 emissions (i.e., emissions that occur from procurement, employee commuting, business travel, and other touchpoints in the value chain).

Through target setting and forecasting models, the company will be able to predict future emission trends, and identify potential reduction pathways.

Global Reporting Initiative (GRI) reports will also be generated through the platform to ensure transparency and accountability in sustainability efforts.

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Having glimpsed what automation and a unified customer view can do for the business, Genpact is now extending its AI-powered transformation to marketing.

Marketing automation will amplify campaign impact, improve RoI

Using Salesforce Marketing Cloud, Genpact is replacing multiple siloed marketing systems with a consolidated and simplified tech stack.

“We’re transforming our entire marketing function – with particular focus on how marketing automation can be used to deliver personalised, omnichannel customer messaging at scale,” says Mark McCluskey, VP, Global Marketing Operations and Effectiveness, Genpact. “We’re also keen to see how AI can be harnessed in our campaigns to generate data-driven insights, while balancing the demands of data privacy and compliance.”

Already, Marketing Cloud Account Engagement is being used to automate marketing workflows, build connected customer journeys across channels, and unify marketing campaigns in one cohesive strategy for greater impact.

The solution is also helping the marketing team generate always-on campaigns with a high RoI via email, the website, events, or in person. Leads and opportunities captured through these campaigns are automatically qualified, scored, and routed to the sales team for nurturing through Salesforce.

“In the past, sales and marketing operated on separate systems which made it challenging to share data,” says Shweta Gupta, VP, Enterprise Architect, Genpact. “But now that we have one connected platform, the marketing-to-sales-handoff is seamless.”

Meanwhile, Marketing Cloud Intelligence is making it easy to transform marketing data into meaningful insights. Users are able to track marketing performance, efficiency, campaign effectiveness, and other metrics that are essential to improving RoI.

Soon, analytics built on Salesforce AI capabilities will be used to query marketing and customer data for deeper insights on customer health and sentiment.

Mark McCluskey
VP, Global Marketing Operations and Effectiveness, Genpact

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To truly transform its business, Genpact needed to connect data across the enterprise, while also leveraging the power of AI.

Enter Salesforce Einstein and Data Cloud.

Predictive and generative AI tools fuel greater productivity and insights

Today, AI is implemented across Genpact to help teams accomplish tasks faster. The sales team, for example, uses Einstein and Agentforce to autonomously draft sales emails, and generate conversation insights.

Custom AI tools built on Einstein make it possible to automatically schedule sales meetings, send out invites, and create agendas. Predictive forecasting enables sellers to spot potential revenue opportunities, while opportunity scoring helps them determine the likelihood of winning a deal.

For marketing, 19 AI use cases have thus far been identified.

In parallel, the talent management team is exploring how Einstein’s predictive capabilities can be used to recommend the right training tools and skill development resources for employees based on their performance and career goals.

“We’re excited about all the efficiency gains that can be achieved with Salesforce AI capabilities,” says Neeraj Agarwal, VP, Genpact. “Already, complex tasks have been automated; decision-making has improved; and employees are doing more with less.”

In Their Own Words…
AI and data are revolutionising the way we work and engage. Watch this video (2:12) to see how Genpact brings AI and data together to personalise customer experiences, supercharge employee productivity, and strengthen trust.

A trusted data platform to harmonise customer data, power AI

AI is most successful when the data it’s modelled on is accurate, consistent, complete, and available in real time. Genpact is building this data foundation leveraging Data Cloud.

Data Cloud was chosen for its ability to map complex data sets with ease, break down data silos, and minimise duplication at scale for customers.

Through the platform, data from across seven sources is being pulled together into five lakh unified profiles, providing the data backbone that AI tools need to generate insights.

Shweta Gupta
VP, Enterprise Architect, Genpact

Data Cloud is also set up to give teams a comprehensive view of customer data across channels and functions. Teams like sales and marketing are using this data to engage customers in a more personalised and contextual manner.

The platform’s zero copy capabilities help ensure that data outside the Salesforce CRM – such as financial information – is integrated with customer data on Salesforce without physically moving or duplicating the information. This is helping Genpact build a more flexible data management strategy.

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Managing an AI-powered transformation that extends from marketing and sales, to talent sourcing and emissions management, is no small feat. There have to be strong governance frameworks in place, as well as skilled technical resources and cross-functional alignment.

A Salesforce Practice leads and oversees AI and data innovation

To execute its AI-led vision, Genpact established a dedicated Salesforce Practice team staffed with technical experts and decision-makers from across business functions. This team laid the groundwork for success with well-defined roadmaps, best practices, and KPIs.

Today, they continue to standardise processes, foster innovation, and build scalable digital solutions on Salesforce to enhance customer and employee experiences. These initiatives have been so successful with Genpact as Client Zero that they’re now being leveraged in Salesforce implementations for customers.

Salesforce Professional Services and Success teams accelerate platform implementation

Throughout Genpact’s AI transformation, the Salesforce Practice team was ably supported by Salesforce’s Professional Services and Customer Success teams.

With the Professional Services team, Genpact laid a solid foundation for its transformation, so that other partners could then come in and implement individual Salesforce products.

The Customer Success team is now adding another layer of consulting by ensuring that Genpact accurately measures and achieves the desired outcomes.

The road ahead is filled with promise

Genpact has come a long way on its transformation journey. In fact, the company has already exceeded its targets in terms of the number of Salesforce solutions implemented. Now, the focus is on strengthening adoption, and measuring outcomes. So far, the results have been promising.

Munish Dargan
SVP, Enterprise Technology Leader, Genpact

In the next phase, Genpact hopes to explore the possibilities of building more autonomous AI agents with Agentforce to support employees and customers.

“Together with Salesforce, we’re pioneering a new era of intelligent operations that deliver exceptional value to our customers, and drive sustainable growth for our business,” says Vidya Rao, Chief Information and Transformation Officer, Genpact.

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Genpact’s AI-led transformation demonstrates the power of technology to drive meaningful change at scale. With Salesforce, the company has revolutionised how its teams operate. End-to-end business functions are connected in one tech ecosystem to deliver seamless customer and employee experiences. At the same time, AI + automation + data have been harnessed to achieve peak efficiency. This cements Genpact’s standing as a beacon of innovation and excellence in the digital age.