How Ashapura Softech Deployed Service Cloud Voice, Agentforce Sales Coach, and a 24/7 AI Chatbot for a National Sporting Goods & Outdoor Equipment Retailer
A national sporting goods and outdoor equipment retailer replaced fragmented call center infrastructure and a siloed support stack with a unified Salesforce platform — putting warranty claims, returns, repair tracking, and product expertise onto a single screen for every support agent, while an Agentforce chatbot handles routine customer queries around the clock.
Project Overview
A National Retailer With Three Systems, No Call Coaching Infrastructure, and a Contact Center Overwhelmed Every Peak Season
Our client is a national sporting goods and outdoor equipment retailer selling through their own Adobe Commerce website, two major third-party marketplaces, and a network of physical stores. Their product range spans technical outdoor gear, athletic equipment, seasonal items, and branded accessories — categories with above-average post-purchase service complexity due to warranties, compatibility questions, and repair needs.
Despite a loyal customer base and consistent revenue growth, the business was carrying significant operational debt. Zendesk managed support tickets but had no connection to orders. Order management ran in a standalone system separate from both the website and the store POS. Warranty registrations lived in a third database. When a customer called about a warranty claim on a tent purchased in-store, agents had to check three places — and still often couldn't find what they needed.
Ashapura Softech was engaged to design and deliver a complete Salesforce transformation, anchored on a Service Cloud Voice contact center with AI-powered call coaching, an Agentforce chatbot on the Adobe Commerce storefront, and a Data Cloud layer that finally unified purchase history across every channel.
"Before this project, a warranty call meant three browser tabs and a lot of guessing. Now the agent picks up and the customer's entire history — online orders, in-store purchases, warranty status, past cases — is already on the screen."— Director of Customer Experience, National Sporting Goods Retailer
The Business Challenge
Five Operational Problems That Peak Season Exposed Every Year
A small call center team, no call recording infrastructure, and three disconnected systems meant the business was absorbing avoidable costs — in agent time, in customer churn, and in missed revenue opportunities after every purchase.
Call Volume Spikes Overwhelmed a Small Team
Back-to-school and holiday seasons drove call volume spikes that the existing team couldn't absorb. Hold times rose, first-call resolution dropped, and customers with urgent warranty issues gave up and left negative reviews that harmed future search visibility.
No Call Recording or Coaching Infrastructure
Not a single call was recorded or reviewed systematically. Reps developed product knowledge at different rates, leading to inconsistent answers on warranty terms, compatibility specs, and repair timelines — with no visibility into which gaps were most common or most costly.
Warranty Claims Handled by Email With No SLA Tracking
Warranty claims arrived by email, were handled manually, and had no status tracking or case history. Customers had to re-explain their issue on every interaction. Agents had no way to see whether a claim was pending, in progress, or already resolved.
Three Separate Systems, No Unified Order History
Website orders lived in Magento, in-store purchases in the POS system, and marketplace orders in a custom order management tool. A customer who bought a sleeping bag in-store and a camp stove on Amazon existed as three disconnected data points with no connecting thread.
Post-Purchase Follow-Up Was Entirely Manual
After a purchase, customer communication depended on which rep was assigned that week. Gear care tips, warranty registration reminders, and accessory suggestions were sent inconsistently or not at all — leaving revenue on the table and customers feeling abandoned after the sale.
No Spanish-Language Marketing or Campaign Capability
A significant share of the customer base preferred Spanish for written communications, but all marketing and post-purchase journeys were English only. The business was under-serving a segment it was already reaching at the store level and through in-person events.
The Solution
One Salesforce Platform Across Contact Center, Service, Marketing, and Wholesale
Ashapura Softech built a phased implementation that addressed contact center operations first — where the business pain was sharpest — then layered in marketing automation, data unification, and B2B account management.
Service Cloud Voice + Amazon Connect + Twilio BYOC + Agentforce Sales Coach
Salesforce Service Cloud Voice | Amazon Connect | Amazon Transcribe | Twilio BYOC | Agentforce Sales Coach | Agentforce Service Chatbot on Adobe Commerce
The contact center rebuild was the centerpiece of this engagement. Before the project, the retailer's support team had a shared inbox, no call tracking, and no way to connect a caller's history to a live conversation. Peak-season call volume was managed by adding temporary headcount — an approach that failed to scale and produced uneven customer experiences depending on which rep answered.
Ashapura Softech designed a Service Cloud Voice architecture using Amazon Connect as the cloud contact center engine, with a custom Twilio BYOC (Bring Your Own Carrier) layer that routes all inbound customer contacts — voice calls, SMS, and chat — through a single support number. Every channel surfaces inside Salesforce, giving agents the same unified customer view regardless of how the customer reached out.
Amazon Transcribe generates a real-time transcript of every call automatically. Agentforce Sales Coach then analyzes each transcript against a configurable rubric designed for the sporting goods context:
- Gear and product knowledge accuracy — did the agent cite the correct warranty terms and compatibility specs?
- Upsell technique — did the agent identify and present relevant accessories or warranty extensions at the right moments in the call?
- First-call resolution — did the customer leave the call with their issue fully handled, or did it require a callback or follow-up ticket?
- Tone and empathy scoring — especially relevant on frustrated warranty and repair callers who may have already waited on hold
- Coaching summaries surfaced in Salesforce for managers, without requiring manual call review or random sampling
On the digital channel, an Agentforce service chatbot deployed on the Adobe Commerce storefront handles the highest-volume routine queries 24 hours a day: order status checks, warranty registration, return initiation, and product compatibility questions. Queries requiring judgment — disputed warranty claims, complex repair situations, escalated complaints — route to a live agent with the full conversation history preserved so no customer has to repeat themselves.
Marketing Cloud + Data Cloud — Seasonal Journey Automation and Post-Purchase Engagement
Salesforce Marketing Cloud | Data Cloud | Adobe Commerce (Magento) | Journey Builder | Multi-Language Campaigns (English + Spanish)
The marketing implementation addressed a gap the retailer had long recognized but never solved: after a customer bought a tent, a ski package, or a set of hiking boots, the relationship effectively went silent. No gear care guidance. No seasonal activity prompts. No acknowledgment that the customer had bought a loyalty-qualifying item.
Ashapura Softech connected Marketing Cloud and Data Cloud to the Adobe Commerce storefront, creating automated post-purchase journeys driven by actual purchase data and seasonal timing:
- Post-purchase gear care series — category-specific maintenance tips delivered in the days following purchase (tent waterproofing, boot conditioning, ski wax schedules)
- Seasonal activity campaigns — ski season, camping season, and back-to-school triggers based on purchase history and geographic segment
- Warranty registration reminders — automated follow-up if a product requiring registration has not been registered within 14 days of purchase
- Loyalty reward triggers — milestone communications when customers reach spend or activity thresholds in the loyalty program
- Accessory cross-sell journeys — product-specific recommendations tied to what was purchased (bindings after ski purchase, camp stove after tent purchase)
- English and Spanish campaign delivery — language preference stored in the customer profile routes all communications to the correct template automatically, with no manual segmentation required
Data Cloud — A Single Customer Profile Across Every Purchase Channel
Salesforce Data Cloud | In-Store POS Integration | Adobe Commerce Website Behavior | Warranty Registration Matching
The fundamental problem underneath the retailer's disconnected support experience was a data architecture problem: no single source of truth for who a customer was and what they had actually purchased. Three separate systems maintained their own customer records with no cross-reference.
Salesforce Data Cloud was implemented as the identity resolution and data unification layer. It ingests data from three sources simultaneously:
- In-store POS transaction data — matched to online customer records via email address and loyalty program ID
- Adobe Commerce website behavior — product views, cart events, checkout activity, and account order history
- Warranty registration records — matched to the correct customer profile using product serial number, purchase date, and a two-pass matching algorithm
The unified profile powers two downstream systems: Service Cloud (agents see the complete customer history when a case opens, regardless of which channel the original purchase came through) and Marketing Cloud (journey segmentation is based on actual cross-channel behavior, not just online activity). A customer who bought skis in-store and returned poles ordered online is recognized as a single high-value relationship — not two separate strangers with no history.
Sales Cloud for B2B Wholesale Accounts + Channel Engine for Marketplace Order Sync
Salesforce Sales Cloud | Channel Engine | Amazon Sports & Outdoors | Dick's Sporting Goods Marketplace
Alongside B2C retail, our client operates a B2B wholesale channel serving sporting goods distributors, school districts purchasing team equipment in bulk, and sports teams requiring contract-level pricing. These accounts require structured pipeline management and quote workflows that a standard eCommerce checkout cannot support.
Ashapura Softech implemented Salesforce Sales Cloud for the B2B business, giving the wholesale team visibility into account history, quote progress, and purchase patterns — with territory assignment and account-based outreach capability as the wholesale book of business grows.
Channel Engine was integrated to automatically sync orders from Amazon Sports & Outdoors and the Dick's Sporting Goods marketplace into Salesforce as standard order records. This eliminates the manual reconciliation overhead that previously required dedicated staff attention during every peak period, and ensures marketplace customers appear in the same Data Cloud unified profile as direct purchasers.
- B2B account management for distributors, school districts, and sports teams in Sales Cloud with account hierarchy and territory assignment
- Quote and contract pricing workflows for wholesale accounts with configurable volume discount logic
- Automatic order sync from Amazon Sports & Outdoors into Salesforce via Channel Engine — no manual reconciliation during peak periods
- Automatic order sync from Dick's Sporting Goods marketplace into Salesforce via Channel Engine
- All marketplace customers visible in Data Cloud unified profile alongside direct and in-store purchasers
The Migration Challenge
660,000+ Records. Three Legacy Systems. One Technically Complex Warranty Matching Problem.
Migrating from Zendesk, a standalone order management system, and a Magento installation required solving problems that off-the-shelf migration tooling was not built to handle — particularly the challenge of matching 150,000 warranty registrations to the correct customer profiles across multiple submission channels.
Warranty Registration Matching — The Hardest Problem in the Dataset
150,000 warranty registrations had been submitted through multiple channels over several years: product registration cards mailed in, online form submissions, in-store staff entries, and emails to a support address. Many contained only a product model number, a customer name, and a ZIP code — with no order ID or email address to match against. Ashapura Softech built a two-pass matching engine: the first pass matched on email and order number (deterministic); the second applied probabilistic matching on name, address, and product serial number for the remainder. Records falling below the confidence threshold were flagged for the client's team to review manually before import — ensuring no warranty record was silently dropped or misassigned to the wrong customer.
Call Recordings Out of Zendesk and Into Amazon S3
The legacy environment held a library of call recordings stored within Zendesk — not enough to establish coaching baselines, but significant for active warranty claims and disputed tickets. Migrating these files to Salesforce file storage would have incurred substantial per-GB storage charges that accumulate indefinitely. Instead, Ashapura Softech extracted all recordings before Zendesk retirement, transferred them to a structured folder hierarchy in Amazon S3, and wrote the S3 object URL back to the corresponding Salesforce Case record. Agents can access any historical recording directly from within the Salesforce Case screen without the business incurring ongoing storage costs within the platform.
Zendesk Ticket Migration With SLA and Re-Open History Preserved
90,000 Zendesk support tickets were migrated to Salesforce Service Cloud Cases with ticket comments, status history, agent assignments, and attachments all preserved. A particular challenge arose with tickets that had been re-opened multiple times — the Zendesk data model handles re-opens differently from Salesforce's case lifecycle. Custom field mapping was developed to accurately represent re-open counts and resolution timestamps in the Service Cloud case record so that SLA reporting in Salesforce reflects the actual support history rather than a simplified import that loses the re-open cadence.
Order Unification Across Three Separate Source Systems
320,000 orders existed across three systems with different data models and different customer identifiers: Magento (website orders using email as primary key), the POS system (in-store transactions using loyalty ID or phone number), and the standalone order management tool (marketplace and B2B orders using internal account IDs). The migration reconciled all three into a single Salesforce Order object under a unified customer record, using a resolution hierarchy — email address first, then loyalty ID, then phone number and ZIP code for the remainder. Post-import validation queries confirmed that every order was linked to the correct contact and that no customer record had been split or duplicated during the consolidation process.
Technology Architecture
Every Tool in the Stack, and Why It Is There
| Salesforce Product / Integration | Role in the Implementation |
|---|---|
| Service Cloud Voice | Unified contact center inside Salesforce — all voice, SMS, and chat interactions routed through a single carrier number and visible in one agent console with full customer context |
| Amazon Connect | Cloud contact center engine powering intelligent call routing, IVR configuration, and queue management for the support team during both normal operations and peak-season surges |
| Amazon Transcribe | Real-time call transcription — every support call transcribed automatically and stored against the Salesforce Case record for Agentforce Sales Coach analysis and supervisor review |
| Twilio BYOC | Single carrier number supporting voice, SMS, and chat simultaneously — custom BYOC layer routes all inbound contacts into Service Cloud Voice so agents work from one unified console |
| Agentforce Sales Coach | AI coaching engine analyzing Amazon Transcribe transcripts to grade product knowledge, upsell technique, and first-call resolution — surfacing ranked coaching recommendations automatically to managers |
| Agentforce Service Chatbot | 24/7 self-service chatbot on Adobe Commerce handling order status, warranty registration, return initiation, and product compatibility questions before human escalation |
| Service Cloud | Case management for warranty claims, returns, repair tracking, and all inbound customer support — with SLA configuration, escalation rules, and full case history across channels |
| Sales Cloud | B2B wholesale account management for distributors, school districts, and sports teams — pipeline tracking, quote workflows, and contract pricing in one system |
| Marketing Cloud | Post-purchase journey automation: gear care series, seasonal campaigns (ski, camping, back-to-school), loyalty triggers, warranty registration reminders, accessory cross-sells — delivered in English and Spanish |
| Data Cloud | Identity resolution and unified customer profile — merges in-store POS data, Adobe Commerce website behavior, and warranty registrations into a single record powering Service Cloud agent context and Marketing Cloud journey segmentation |
| Adobe Commerce (Magento) | eCommerce storefront — integrated bidirectionally with Data Cloud (behavioral data capture) and Service Cloud (order status, return initiation via Agentforce chatbot, warranty registration) |
| Channel Engine | Automatic order sync from Amazon Sports & Outdoors and Dick's Sporting Goods marketplace into Salesforce — eliminating manual reconciliation overhead and ensuring marketplace customers appear in Data Cloud profiles |
| Amazon S3 | Cost-optimized storage for call recordings migrated from Zendesk — S3 object URLs written back to Salesforce Case records for agent access without per-GB Salesforce file storage charges |
Outcomes & Business Impact
What Changed After Go-Live
The Salesforce implementation delivered measurable operational improvement across contact center performance, agent effectiveness, post-purchase revenue, and data quality — not just a technology change.
💪 Chatbot Deflects Routine Queries Before Human Escalation
The Agentforce chatbot on Adobe Commerce handles order status checks, warranty registration, and return initiation without involving a human agent. Agents spend more of their time on complex cases — warranty disputes, repair assessments, product recommendations — that actually require their expertise and judgment.
🎓 Top Three Coaching Areas Identified in the First Month
Agentforce Sales Coach identified the three highest-impact coaching gaps within 30 days of go-live: product warranty knowledge depth on technical gear, upsell timing on repair and return calls, and handling compatibility disclaimers accurately. These patterns existed invisibly in thousands of calls that no one was systematically reviewing before the project.
🔍 Unified Order History Across Every Channel
Support agents now open a single Salesforce record to see every purchase a customer has made — online, in-store, and marketplace — alongside active warranties, open cases, and past interactions. Context that previously required checking three separate systems is available in under five seconds from the moment a call connects.
📈 Post-Purchase Revenue Growing — Accessory Attach and Warranty Extensions Up
Post-purchase journey automation — gear care tips, accessory recommendations, and targeted seasonal campaigns — is driving measurable improvement in accessory attach rate and warranty extension purchases. Revenue from customers who previously went silent after their initial transaction is now tracked and growing.
📞 Peak-Season Volume Manageable Without Emergency Headcount
The combination of Agentforce chatbot deflection, intelligent IVR routing via Amazon Connect, and faster agent handle time through unified context means peak-season call volume no longer requires emergency staffing additions. The same team handles higher volume with fewer escalations and shorter hold times.
💰 Warranty Claims on SLA With Full Case History
Every warranty claim now opens as a Salesforce Case with SLA timers running, status visible to both agents and supervisors, and the customer's complete product and purchase history attached from Data Cloud. Agents can see prior interactions on the same warranty — reducing repeat contacts and improving customer confidence in the claims process.
🌐 Spanish-Language Campaigns Live From Day One
Marketing Cloud's language-based routing delivered Spanish-language post-purchase journeys from the first day of the marketing launch — reaching a customer segment that had never received structured post-purchase communication in their preferred language. No separate campaign build or manual segmentation was required.
📦 Marketplace Orders Reconciled Automatically
Channel Engine eliminates the manual reconciliation work that consumed staff time during every peak period. Amazon Sports & Outdoors and Dick's Sporting Goods marketplace orders appear in Salesforce within minutes of placement, linked to the correct unified customer profile without human intervention.
Frequently Asked Questions
What Sporting Goods and Outdoor Retailers Ask About Salesforce Implementations
Salesforce Service Cloud Voice integrates Amazon Connect as the cloud contact center engine with Salesforce Service Cloud. For a sporting goods retailer, all customer calls — warranty claims, gear returns, product advice, and repair tracking — are routed through Amazon Connect and land inside Salesforce with the customer's full purchase and warranty history already visible to the agent. Amazon Transcribe generates real-time transcripts of every call automatically. Agentforce Sales Coach then grades each interaction for product knowledge accuracy, first-call resolution, and upsell technique. A custom Twilio BYOC layer allows a single support number to handle voice, SMS, and chat simultaneously, so customers are never asked to call a different number depending on their issue type.
Agentforce Sales Coach is Salesforce's AI coaching product that analyzes call transcripts — generated by Amazon Transcribe — to evaluate representative performance against a configurable scoring rubric. For a sporting goods support team, it grades each call on gear product knowledge accuracy, empathy on frustrated warranty callers, upsell technique for accessories and warranty extensions, and first-call resolution rate. Coaching recommendations are surfaced automatically in Salesforce so managers can see the highest-impact areas without listening to individual recordings. In this implementation, Agentforce Sales Coach identified the top three coaching gaps within the first month of go-live — gaps that had been invisible in thousands of unreviewed calls before the project.
An Agentforce service chatbot deployed on an Adobe Commerce (Magento) storefront handles the highest-volume routine queries 24 hours a day without human intervention. For a sporting goods retailer, this includes checking order status across online, in-store, and marketplace channels; initiating warranty registration; starting a return or exchange request; answering product compatibility questions (for example, which tent poles fit a specific model number or which bindings are compatible with a given ski boot sole); and directing complex repair or claim situations to the correct support queue. Queries requiring human judgment — disputed claims, complex repair assessments, escalated complaints — route seamlessly to a live agent in Salesforce Service Cloud with the full chatbot conversation history preserved, so the customer does not have to repeat themselves.
Salesforce Data Cloud acts as the unified customer data platform, ingesting event streams and batch records from multiple sources simultaneously. For a sporting goods retailer, it combines point-of-sale transaction data from in-store systems (matched to online customer records via email address and loyalty program ID), behavioral data from the Adobe Commerce website including product views, cart events, and checkout activity, and warranty registration records matched using product serial number and purchase date. Data Cloud applies identity resolution across all three sources to produce a single unified customer profile. This profile powers Service Cloud — agents see the complete customer history when a case opens — and Marketing Cloud — journey segmentation is based on true cross-channel behavior, not just online activity from the eCommerce storefront.
Migrating warranty registrations to Salesforce requires matching each registration to the correct customer profile — which is technically challenging when registrations arrive through multiple channels with inconsistent identifying data. The process involves: extracting warranty data from the legacy system and standardizing name and address fields; running deterministic matching against customer records using email address, phone number, and order ID; applying probabilistic matching on name, product serial number, and address for records where deterministic matching finds no confident match; and flagging records below the confidence threshold for manual client review before import. This ensures no warranty record is silently dropped or linked to the wrong customer. In this implementation, 150,000 warranty registrations were migrated with each record correctly linked to the corresponding customer profile and product history in Salesforce.
Ashapura Softech brings 12+ years of Salesforce implementation experience with a specialized focus on retail, eCommerce, and complex data migration. The team holds certifications across Service Cloud Voice, Agentforce, Marketing Cloud, Data Cloud, and Sales Cloud — with direct implementation experience connecting Amazon Connect, Twilio BYOC, Adobe Commerce, and Channel Engine in a retail environment. Their Irving + India delivery model provides U.S.-based project management and senior architecture with cost-effective offshore execution, without compromising communication quality or project accountability. Ashapura Softech holds a 4.7 rating on Clutch and a 5.0 rating on Google across more than 100 client engagements spanning North America.
About the Partner
Ashapura Softech — Salesforce Consulting Partner, Irving, TX
Founded in 2012 and headquartered in Irving, Texas, Ashapura Softech is a certified implementation partner for Salesforce, Zoho, Microsoft, and Odoo — serving 100+ businesses across North America. Our certified consultants have delivered every phase of digital transformation: from discovery and system architecture through data migration, contact center deployment, AI implementation, and long-term managed support.
Our Irving + India delivery model provides U.S.-based project management and senior consulting with cost-effective offshore execution — without compromising responsiveness, quality, or accountability. We specialize in complex multi-system integrations where data quality and channel unification are the real challenge underneath the platform work.
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