Honda Sales Operations Japan Adopts Agentforce to Accelerate Customer Experience Innovation and Sales Efficiency

Salesforce Japan Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; Chairman and CEO: Shinichi Koide; hereinafter “Salesforce”) today announced that Honda Sales Operations Japan Co., Ltd. (Headquarters: Wako-shi, Saitama; Representative: Yasuko Matsuyama; hereinafter “Honda Sales Operations Japan”) has adopted Agentforce, Salesforce’s AI agent platform.

Background and Challenges

In the automotive industry, advancements in digitalization are changing how customers gather information and navigate the purchasing process. Today, an increasing number of customers compare models, request quotes, and check ratings and reviews online, significantly advancing their buying consideration before ever visiting a dealership. Additionally, against the backdrop of a declining working population in Japan, sales floors are required to maintain and improve the quality of response for each customer within limited sales resources. Recognizing these shifts in customer behavior and the changing environment surrounding sales floors, Honda Sales Operations Japan identified the need for a new initiative that achieves both an enhanced customer experience and streamlined sales operations.

Why Honda Sales Operations Japan Selected and Implemented Agentforce

Among numerous AI solutions, Honda Sales Operations Japan highly evaluated Agentforce because it eliminates the time and effort required for infrastructure design and construction, allowing them to immediately focus on designing the value of services provided to customers. The ability to concentrate resources on the essential business of customer value design and delivery, without spending man-hours on preparing complex technical foundations, was the deciding factor in adopting Agentforce. In particular, the company was able to launch a Proof of Concept (PoC) in a short period—less than three months from project kickoff. This rapid deployment was made possible by fully leveraging Agentforce’s built-in capability to connect smoothly with existing operations and data. Furthermore, receiving consulting support from Salesforce during the implementation and rollout phases enabled secure and speedy project progression. The company also valued the ability to flexibly adapt to rapidly changing market environments through continuous improvements after deployment.

Key Use Cases

To revolutionize the customer experience and create new value using advanced technology, Honda Sales Operations Japan is currently utilizing Agentforce in two primary areas:

• 24/7/365 Customer Response via the “My Honda” Mobile App: The company has established an environment to provide personalized information and consultation support to end users 24/7/365 without stopping. In the current nationwide rollout phase, this customer response foundation is utilized to deliver optimal proposals based on customer data, while offering a seamless experience that enables users to book test drives through natural chat conversations. This initiative aims to improve customer convenience in the digital domain and continuously build customer touchpoints.
• Dealership Staff Support Integrated with Sales Enablement Tools: To enable dealership staff to focus on higher-value customer service tailored to each individual, the AI assists with information gathering and proposal preparation, accelerating sales efficiency. In addition to automatically syncing negotiation details, the system can proactively provide deal suggestions (insights) based on customer interests, helping dealership staff make proposals at the optimal timing and ultimately improving the customer experience.

What’s Next

Going forward, through sophisticated collaboration between dealership staff and AI agents, Honda Sales Operations Japan plans to step-by-step advance proactive proposals and elevate the customer experience, aiming to realize a safer and more convenient car life for end users. By adopting Agentforce, the company expects to deliver personalized customer experiences to end users, while enabling dealership staff to deepen customer understanding and improve sales efficiency.

The Customer View

Keiichi Morimoto, Manager of the Digital Marketing Section, Technology & Innovation Company at Honda Sales Operations Japan, said: “As the environment surrounding cars rapidly changes, our key theme has been how to accurately capture customer needs, respond in a timely manner, and build relationships of trust, even in the digital space. To achieve this, we believed we needed a system that maximizes value delivery to customers while operating efficiently, taking into account the workload of dealership staff. With the introduction of Agentforce, we have created an environment where customers can easily consult us at any time, and dealership staff are becoming better equipped to focus on proposals that support each individual customer. We feel that the reason we were able to launch the PoC in just three months from planning was due to the support from Salesforce Professional Services and a system that allows for rapid startup. Moving forward, through the collaboration of humans and AI agents, we will continue to deliver a consistent car life experience to our customers from pre-purchase to post-purchase.”

Salesforce Perspective

Masaki Futami, Executive Officer and Head of Enterprise Manufacturing Sales Division II at Salesforce Japan, said: “We deeply resonate with the stance of Honda Sales Operations Japan in confronting social issues such as a declining working population and shifting purchasing behaviors head-on by combining data and AI. This initiative—where AI agents capture customer context and deliver a consistent experience from pre-visit to post-purchase through Agentforce—truly embodies the model of an Agentic Enterprise. Salesforce will continue to contribute to the realization of the new car life experience they aim for by evolving Agentforce and supporting its implementation.”

More Information:

• For more information on Agentforce, the only agentic AI solution for enterprises, click here.