Tata Realty and Infrastructure Limited drives 10% higher conversions with Agentforce

Driving growth with a unified platform across the customer journey

Tata Realty and Infrastructure Limited, one of India’s fastest-growing real estate companies, has built a strong presence across India and won over 100 awards for its premium projects and customer-first thinking. But its leadership saw room to do even more. 

Marketing and sales teams were spending hours manually tracking relevant data across  fragmented systems — time that could have been spent engaging customers. Also, since reports were created manually, leadership had to rely on periodic reviews rather than real-time dashboards. This slowed down decision-making. 

“To power faster, smarter decisions, we needed a single, unified platform that could manage the entire customer journey and provide accurate, real-time insights that deepened customer understanding,” says Sanjay Dutt, MD & CEO, Tata Realty And Infrastructure Limited. “This technology shift would unlock multiple benefits. It would help us build transparent, tailored conversations that sell more, faster, while also bringing the brand and its ethical practices closer to customers.”

As the global leader in CRM, Salesforce, with its intuitive interface, strong data security, and comprehensive modules that streamlined end-to-end processes for visibility and speed, aligned perfectly with the vision of Tata Realty and Infrastructure Limited’s leadership.

A centralised view of unique customer profiles drives more connected customer experiences

Tata Realty and Infrastructure Limited’s Salesforce journey began with Agentforce Marketing and Agentforce Sales. But as adoption increased, it became clear that a single, trusted source of truth was key to unlocking the complete potential of Salesforce.

Previously, customer data was scattered across Salesforce, legacy tools, and the ERP system - making it difficult to personalise experiences or draw insights. With Data 360, all customer data — from enquiries and site visits to bookings, payments, and service interactions across disparate systems — has been unified in one place. Tata Realty and Infrastructure Limited now has a clean, harmonised data foundation that delivers an enriched, real-time customer 360° view accessible to every team.

At a glance, an employee or manager can see a customer’s net worth, lifetime value, and full interaction history, improving the quality and effectiveness of every engagement. 

“Salesforce gave us a single, comprehensive view of every customer and their lifecycle, enabling us to personalise experiences, optimise processes, and drive innovation across the business,” says Girish Hadkar, Chief Information & Digital Officer, Tata Realty And Infrastructure Limited

Equipped with this complete customer view, sales and marketing teams now move from insight to action instantly, tailoring their efforts to segments of one with precision.

Personalised marketing journeys with timely nudges increase engagement opportunities by 30%

Tata Realty and Infrastructure Limited wanted to build individualised, genuinely engaging customer journeys, knowing that in the competitive real estate market, a generic approach wouldn't cut it. To achieve this, it made Agentforce Marketing the engine for multichannel lead acquisition and engagement, refined through smart segmentation.

Personalisation begins at the lead acquisition stage. Event walk-ins share details via digital forms, while website visitors are engaged using tailored, data-driven pop-ups. Tata Realty and Infrastructure Limited also equips its marketing agencies with target audience profiles, so they can run focused, high-conversion campaigns across social media, ad platforms, and other channels.

All leads are consolidated in Salesforce for nurturing through personalised follow-ups - for instance, leads who dropped off due to budget constraints are re-engaged when prices change or special offers are available. This consistent, data-led outreach has led to  30% fewer non-contactable leads than earlier, and driven higher conversions from lead that dropped off but were nurtured back to the pipeline. 

Agentforce Marketing also connects and personalises the entire customer journey across WhatsApp, SMS, and email - sharing site visit reminders, location links, and video guides. Thanks to this personalisation, today, email open rates are as high as 50-60%.

“Earlier, consistent, on-brand experience across our projects and on any channel was a challenge. With Salesforce, we have overcome this/deliver a seamless experience every time,” says  Sarthak Seth, Sr. Vice President, CSMO , Tata Realty And Infrastructure Limited. As a result, engagement opportunities are up by 30%, and customer satisfaction continues to climb.

Source tagging of leads in Agentforce Marketing helps Tata Realty and Infrastructure Limited optimise budgets by tracking overlaps between digital campaigns, channel partners, and other sources.

Now, to sharpen the process further, Tata Realty and Infrastructure Limited uses an AI agent built on Agentforce — the agentic AI layer on the unified Salesforce platform. The AI agent handles early-stage sales conversations on the website, ensuring prospective leads are engaged instantly rather than left waiting when they reach out.

Round-the-clock AI agent powered engagement lifts lead qualification by 30%

Before Salesforce, Tata Realty and Infrastructure Limited's sales operations were fragmented across legacy tools, Excel sheets, and their main ERP system -  leaving teams without visibility into lead status. 

With Agentforce Sales, the entire lead-to-booking cycle runs on a single, connected platform. The pre-sales team qualifies leads using Salesforce-integrated software, which ensures they always have the right information. The impact: qualification is much better now, and the qualification rate has soared from 17% to 22%. With the presales team engaging with prospects in a more contextual manner,  customer satisfaction (CSAT) scores have risen from 75–77 to consistently exceeding 85.

Agentforce AI agents extend this success around the clock. An AI agent deployed on the website engages prospects — including NRIs visiting outside business hours — with conversational, contextual interactions 24/7. The result: qualification rates have increased by an additional 15–20%.

360-degree visibility and AI agent assistance increases conversions by 10%

Leads qualified by pre-sales teams and vendor partners are assigned to Relationship Managers (RMs). Every interaction is recorded, giving RMs an up-to-date 360-degree view of the relationship, accessible on their mobile device or desktop. This helps them effortlessly enrich and contextualise every conversation increasing overall conversation rates by 10%.

RMs also generate quotations instantly through ERP integration, and customers can easily fill out digital booking forms on Salesforce. 

Agentforce AI agents further amplify RM productivity. With one click, an AI agent displays account summaries for key customers, outstanding payments, cases, and escalations that require urgent attention, and suggests quick, context-aware email replies, saving RMs valuable time. 

Another AI agent captures high-intent unit inquiries (UIs) as they happen during launches, empowering RMs with instant lead access. At a recent launch,  1,000+ UIs were captured in just 5.5 hours, a significant performance boost.

“Salesforce has given us a clear line of sight across the entire customer journey,” says Bhavesh Ashar, Head - Customer Experience and Head - CRM, Tata Realty And Infrastructure Limited. “From lead qualification to booking, processes are structured, visible, and actionable. And now, with Agentforce AI agents handling routine tasks and engaging customers 24/7, our RMs can focus on what matters most—building relationships and closing deals."

Real-time Salesforce dashboards provide visibility into pipeline health, team productivity, and project performance, empowering faster, smarter decisions, while pictorially rich and flexible Tableau dashboards are being trialled to further simplify team communication and decision-making. With the integration of third-party data, Tableau will be used for investor analysis and competitor analysis, powering faster data-driven growth.

To close out a well-calibrated process, every lead, regardless of outcome, receives a feedback survey, ensuring Tata Realty and Infrastructure Limited’s commitment to NPS tracking across the lifecycle.

A connected, transparent and 24/7 service process reduces first response times from days to just 8 hours

For years, customer service at Tata Realty and Infrastructure Limited ran across shared email inboxes and individual phone lines, making it nearly impossible to track down the history of a single customer complaint or request. This led to frequent escalations and frustrated customers.

That changed with Agentforce Service. Today, every customer query from across channels — is captured on Salesforce. An AI service agent built on Agentforce handles the frontline 24/7, addressing regular customer queries about demand notes and other FAQs, keeping customers connected with the brand around the clock.

Another AI agent has also transformed case classification. Trained on historical data, it has significantly improved the granularity of auto-classification by tapping into valuable unstructured information such as emails and attachments stored in Data 360, which are then analysed using Retrieval Augmented Generation (RAG). Within a month, the agent has accurately classified more than 1,300 tickets.

For complex cases that require human intervention, closed-loop workflows ensure every case is resolved to the customer’s satisfaction, while automated surveys collect feedback for continuous improvement. Every case has a clear owner and a visible history, which has led to a significant drop in escalations. Real-time dashboards deliver analytics on case volumes, issue types, and resolution times, helping managers spot and fix bottlenecks proactively.

This visibility and efficiency have reduced first-response times from days to 8 hours. Moreover, with knowledge articles, policy documents, and product guides hosted in Agentforce Service, teams can easily provide accurate, consistent answers, and new hires get productive faster.

Notes Bhavesh Ashar, Head, Customer Experience and Head - CRM, Tata Realty And Infrastructure Limited, “The shift to Agentforce Service and Agentforce has reshaped how we deliver service, making it faster and more accurate, increasing customer trust and loyalty with every interaction.”

The relationship has been growing for some time now, with Salesforce seamlessly integrating into Tata Realty and Infrastructure Limited’s digital ecosystem. "The out-of-the-box integration means we spend less time on IT workarounds and more time actually transforming processes to serve customers better," explains Hadkar.

Salesforce has helped Tata Realty and Infrastructure Limited reimagine how it connects with customers and operates as a business. What was once a patchwork of disconnected systems and manual processes has been transformed into a seamlessly integrated platform, with AI agents providing real-time insights and assistance. This unified foundation has unlocked something far more valuable than operational efficiency: it empowers teams to understand and serve customers better, enabling true customer-centricity at scale for a fast-growing company.

Tata Realty and Infrastructure Limited has now extended Salesforce into its commercial real estate business, while the residential division is advancing into Phase Two with Agentforce Marketing and Data 360 to deepen personalisation and insight.

The real game-changer is the Agentforce deployment, which has proved so effective that Tata Realty and Infrastructure Limited is planning a broader rollout. They want the AI agents to become enablers across all business functions, from their customer relationship management team to the finance team and beyond. With AI agents being easy to create and deploy on Agentforce, the team is confident that their power users can quickly build new AI agents themselves. AI agents that provide multi-lingual customer support are also on the cards.

With Salesforce, Tata Realty and Infrastructure Limited is not just digitising — it’s redefining how it learns, adapts, and serves, building an agile foundation for the next decade of growth.