How Ashapura Softech Transformed a Multi-Brand Retailer with Salesforce, Agentforce & Service Cloud Voice
A 5-brand U.S. outdoor equipment retailer replaced a crashing legacy CRM with a fully AI-powered Salesforce platform — unifying B2B, B2C, and marketplace sales across Amazon, Walmart, and eBay while migrating over 2 million records with zero data loss.
Project Overview
A Retailer Running 5 Brands, 3 Sales Models, and Zero Unified Data
Tent & Table is a U.S.-based wholesaler and retailer of outdoor event equipment — tents, canopies, tables, and chairs — operating five distinct companies and eCommerce websites. Their customers span everything from B2B event rental companies to individual consumers on Amazon, Walmart, and eBay.
Despite strong revenue, their homegrown CRM had become a liability. It crashed under peak-season traffic, left sales reps blind to customer history, and had no connection to their Zendesk support system. Meanwhile, 350,000+ contacts had accumulated into a sea of duplicates.
Ashapura Softech was brought in to design and deliver a complete Salesforce transformation — one platform to manage sales, service, marketing, and marketplaces across all five brands.
"We needed a platform that could keep up with five brands, five websites, and customers buying from Amazon to WhatsApp. Ashapura Softech delivered exactly that — one system that sees everything."— Operations Leadership, Tent & Table
The Business Challenge
Six Problems That Were Costing the Business — and Trust
Tent & Table's legacy CRM was built for a simpler time. As the company scaled to five brands and multiple sales channels, the cracks became costly.
System Crashes at Peak Season
The legacy CRM slowed or went down during high-traffic sales periods — causing direct revenue loss at exactly the moments when the business needed it most.
No 360° Customer View
Sales reps had no single view of a customer's quotes, orders, support tickets, and email history. Decisions were made in the dark.
Disconnected Sales Channels
Website inquiries, email, phone, and social media leads all arrived separately with no centralized routing, tracking, or response SLAs.
Manual Marketplace Reconciliation
Orders from Amazon, Walmart, and eBay were managed outside the CRM, creating reconciliation overhead and inventory blind spots.
Support and Sales Completely Siloed
Zendesk tickets had no connection to Salesforce — support agents couldn't see a customer's purchase history when resolving issues.
350,000+ Duplicate Contact Records
Years of multi-channel data collection had flooded the database with duplicates — with no automated way to find, merge, or clean them.
The Solution
One Integrated Salesforce Platform Across Sales, Service, Marketing, and Commerce
Ashapura Softech designed a platform where every touchpoint — from a website inquiry to a marketplace return — flows through Salesforce.
Sales Cloud + CPQ + Agentforce — AI-Assisted Quotation
Salesforce Sales Cloud | CPQ | Einstein Lead Scoring | Avalara Tax | Odoo ERP Integration
With five companies selling across B2B, B2C, and public sector, quotation was the most complex process in the business. Each quote needed accurate pricing, discount logic, tax calculation, and — often — a check on whether a product even existed in inventory.
Ashapura Softech implemented Salesforce Sales Cloud with CPQ as the single quotation engine. Quotes are generated inside Salesforce, with Avalara handling real-time tax calculation and approval workflows enforcing discount rules automatically.
Agentforce was added as an AI quotation assistant. When a sales rep builds a quote, Agentforce surfaces:
- Product recommendations based on what similar customers typically bundle
- Historical pricing intelligence — what comparable accounts paid
- Live vendor PO status from the Odoo ERP — so delivery timelines are based on real procurement data, not guesses
- Einstein Lead Scoring to rank inbound inquiries by conversion probability
Service Cloud Voice + Agentforce — One Number for Every Support Channel
Salesforce Service Cloud | Service Cloud Voice | Amazon Connect | Amazon Chime SDK | Twilio BYOC | Agentforce Sales Coach
Tent & Table's customers reach support via phone, SMS, WhatsApp, email, Facebook, Instagram, and Twitter. Previously, every channel was disconnected — agents had no context when a customer called.
Ashapura Softech implemented Salesforce Service Cloud Voice with a custom Bring Your Own Carrier (BYOC) architecture using Twilio — enabling one phone number to handle voice, SMS, and WhatsApp simultaneously.
- Amazon Connect handles intelligent call routing across departments and queues
- Amazon Chime SDK provides the SIP trunk layer connecting Amazon Connect to Salesforce
- Amazon Transcribe generates real-time call transcripts automatically
- Agentforce Sales Coach analyzes every transcript to grade rep performance and surface coaching opportunities
- Agentforce chatbot on the Adobe Commerce storefront handles order status, returns, and product queries before human escalation
Marketing Cloud + Data Cloud — Behavioral Marketing That Converts
Salesforce Marketing Cloud | Data Cloud | Adobe Commerce (Magento) | Journey Builder | Multi-Language Campaigns
The marketing implementation connects Salesforce Marketing Cloud and Data Cloud directly to the Adobe Commerce (Magento) storefront — creating a closed loop from first website visit to repeat purchase.
Every visitor action — product views, add-to-cart, checkout abandonment — is captured and streamed into Data Cloud for segmentation. Marketing Cloud triggers automated journeys based on these behaviors:
- Abandoned cart email and SMS sequences with cross-sell recommendations
- Personalized campaigns based on purchase history and customer profile
- Seasonal and promotional campaigns with full CRM response tracking
- English and Spanish templates — customer language preference routes delivery automatically
- Custom Journey Builder action publishes content across Facebook, Instagram, Twitter, and LinkedIn simultaneously from one step
Marketplace + ERP Integration — All Commerce in One Platform
Channel Engine | Odoo ERP | Avalara | Amazon S3 | Adobe Commerce
Before this implementation, marketplace orders from Amazon, Walmart, and eBay required manual entry into the CRM. Ashapura Softech integrated Channel Engine to automatically sync orders from all marketplaces into Salesforce — giving one inventory and order view across all sales channels.
The Odoo ERP integration surfaces manufacturing and procurement data inside Salesforce CPQ. When a product needs to be sourced from a vendor, sales reps see the current PO status and expected delivery date without leaving the quote screen.
- Channel Engine: sync orders from Amazon, Walmart, eBay, and additional marketplaces
- Odoo ERP: live procurement and production data in the quote workflow
- Avalara: automated tax calculation for all transaction types and jurisdictions
- Amazon S3: cost-optimized call recording storage linked back to Salesforce records
The Migration Challenge
2 Million Records. Zero Data Loss. Multiple Technical Firsts.
Transitioning from a legacy CRM and Zendesk to Salesforce required solving technical challenges that standard migration tooling couldn't handle.
CPQ Price Engine — API Limit Problem, Solved
Importing 400,000 quotes into Salesforce CPQ triggered automatic price recalculation on every record. With 700,000+ quote lines, this would have consumed Salesforce's per-day API limit many times over. Solution: disable the CPQ calculation engine during import, then re-run recalculations in controlled daily batches of 500–1,000 quotes — staying within 50% of the API limit at all times.
Email Body Migration — Custom Node.js Service
Salesforce's data model doesn't support bulk-importing email bodies with initial record creation. Ashapura Softech built a custom Node.js service to handle this in two phases: import all email records with headers, dates, and relationship links first; then attach bodies in a second pass while preserving original send dates — so historical activity looks identical to the legacy system.
Zendesk Tickets & Call Recordings — Zero Loss, Lower Storage Cost
600,000+ Zendesk tickets including full chat histories were migrated to Service Cloud cases. Call recordings were extracted from Zendesk before platform retirement and moved to Amazon S3 — with links written back to Salesforce records. This eliminated Salesforce's per-GB storage charges while keeping every recording accessible from within the platform.
AI Duplicate Detection & Enterprise Data Merge
Post-migration, Ashapura Softech built two custom tools. An AI-powered search engine surfaces duplicate contacts in real time as reps work — matching on first name, last name, company, domain, and address. A custom merge engine consolidates duplicates with full referential integrity: all related quotes, orders, cases, activities, and attachments transfer to the surviving record automatically.
Technology Architecture
Every Tool in the Stack, and Why It's There
| Salesforce Product / Integration | Role in the Implementation |
|---|---|
| Sales Cloud + CPQ | Omnichannel opportunity management, AI-assisted quotation with discount logic, Avalara tax, Einstein Lead Scoring |
| Service Cloud | Omnichannel case management across web, email, SMS, WhatsApp, Facebook, Instagram, and Twitter |
| Service Cloud Voice | Contact center with intelligent routing; custom Twilio BYOC for single number across voice, SMS, and WhatsApp |
| Agentforce | AI service chatbot, quotation assistant with product/pricing recommendations, Agentforce Sales Coach for call analysis |
| Marketing Cloud | Behavioral journey automation, abandoned cart campaigns, personalization, multi-language (EN/ES), social publishing |
| Data Cloud | Unified customer profile from Adobe Commerce website activity; segmentation for marketing journeys |
| Digital Engagement | Omnichannel routing and case creation across all digital channels into Service Cloud |
| Adobe Commerce (Magento) | eCommerce storefront — integrated bidirectionally with Marketing Cloud, Data Cloud, and Service Cloud |
| Odoo ERP | Manufacturing and procurement data — vendor PO status surfaced live inside the CPQ quote workflow |
| Channel Engine | Automatic order sync from Amazon, Walmart, eBay, and additional marketplace channels into Salesforce |
| Avalara | Automated tax calculation for all transaction types, customer categories, and jurisdictions |
| Amazon Connect + Transcribe | Cloud contact center with intelligent routing; real-time call transcription feeding Agentforce Sales Coach |
| Amazon Chime SDK | SIP trunk integration layer connecting Amazon Connect to Salesforce Service Cloud Voice |
| Twilio BYOC | Single carrier number supporting simultaneous voice, SMS, and WhatsApp |
| Amazon S3 | Cost-optimized call recording storage — links written back to Salesforce records for agent access |
Outcomes & Business Impact
What Changed After Go-Live
The Salesforce transformation delivered measurable impact across every dimension of the business — not just technology.
⚡ Platform Stability
The legacy CRM instability that caused peak-period revenue loss is gone. Salesforce's enterprise infrastructure handles demand spikes without degradation — giving the business confidence to run aggressive campaigns and high-volume sales events.
👁️ Customer 360 in Seconds
Every rep now sees a complete picture of each customer — quotes, orders, cases, email history, and marketplace activity — in a single Salesforce record. Context that required searching three systems is now available instantly.
🤖 Faster, Smarter Quotation
Agentforce reduces time spent building complex multi-line quotes while improving accuracy. Product recommendations, historical pricing, and live procurement status are available inside the CPQ workflow without switching screens.
📱 One Number, Every Channel
The Twilio BYOC + Amazon Connect architecture gives Tent & Table a single support number for voice, SMS, and WhatsApp. Customers reach the right team every time, and agents see the full conversation history regardless of channel.
📈 Coaching From Every Call
Agentforce Sales Coach analyzes every Amazon Transcribe transcript to evaluate representative performance and identify coaching opportunities — building institutional knowledge from every customer interaction automatically.
💰 Marketing That Converts Automatically
Abandoned cart journeys, personalized campaigns, and multi-language promotions run automatically based on real behavior. Engaged website visitors who don't convert immediately are re-engaged without any manual campaign management.
🗄️ Zero Data Loss Migration
Nearly 2 million records migrated from two separate legacy systems — with zero data loss. Custom solutions for CPQ recalculation, email bodies, and Zendesk call recordings ensured every historical record is accessible in Salesforce exactly as it existed before.
🧹 Clean, Trusted Data
The AI duplicate detection and enterprise merge tool transformed a database of fragmented, duplicate contacts into a single, account-level view of every customer relationship — improving rep efficiency and reporting accuracy across all five brands.
Frequently Asked Questions
What Businesses Ask About Salesforce Implementations Like This
For a multi-brand retailer operating B2B, B2C, and marketplace channels, the core Salesforce stack includes: Sales Cloud with CPQ for quote-to-cash management, Service Cloud for omnichannel customer support, Service Cloud Voice for contact center operations, Marketing Cloud with Data Cloud for behavioral marketing automation, and Agentforce for AI-powered sales and service assistance. Integrations with Adobe Commerce (Magento), ERP systems like Odoo, and marketplace connectors like Channel Engine complete the picture.
Agentforce is Salesforce's platform for deploying autonomous AI agents. For retail sales teams, it provides real-time assistance inside the quote workflow: product recommendations based on customer buying patterns, historical pricing suggestions based on what comparable accounts paid, and vendor procurement status pulled from integrated ERP systems. Agentforce Sales Coach also analyzes call transcripts to grade rep performance and generate personalized coaching recommendations — helping managers improve team performance without manual call review.
Salesforce Service Cloud Voice integrates with Amazon Connect as the cloud contact center engine. Amazon Connect handles call routing, IVR, and transcription via Amazon Transcribe. A Twilio BYOC (Bring Your Own Carrier) layer can be added — using Amazon Chime SDK as the SIP trunk — so that a single Twilio phone number supports voice calls, SMS, and WhatsApp simultaneously. All interactions are visible inside Service Cloud, giving agents a unified customer view regardless of which channel the customer used.
A successful Salesforce data migration requires: mapping legacy custom objects to Salesforce standard objects; using Salesforce Data Loader for bulk imports; handling CPQ price engine recalculation in controlled batches to stay within API limits; migrating email bodies in a two-phase process (headers first, then bodies via a custom service); and archiving call recordings to Amazon S3 rather than Salesforce file storage to control costs. Post-migration, AI-assisted duplicate detection and a custom merge engine clean up any data quality issues that accumulated in the legacy system.
Salesforce Marketing Cloud integrates with Adobe Commerce (Magento) through Data Cloud. Behavioral data from the storefront — product views, add-to-cart events, checkout abandonment — is streamed into Data Cloud, where it is structured and segmented. Marketing Cloud uses these segments to trigger automated journeys: abandoned cart email and SMS reminders, personalized upsell campaigns, promotional offers, and multi-language communications. A custom Journey Builder action can also publish social media content across Facebook, Instagram, Twitter, and LinkedIn simultaneously from a single step.
Ashapura Softech brings 12+ years of Salesforce implementation experience with a specialized focus on B2B eCommerce, retail, and ERP integration. Their Irving + India delivery model provides senior U.S.-based consulting combined with cost-effective offshore execution. The team has certified Salesforce consultants across Sales Cloud, Service Cloud, Marketing Cloud, Agentforce, and Data Cloud — and has successfully delivered complex multi-system integrations involving Adobe Commerce, Odoo ERP, Amazon Connect, Twilio, and Channel Engine for marketplace-driven businesses.
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 team of certified consultants has handled every phase of digital transformation: from requirements discovery and system design through data migration, user training, and long-term support.
Our Irving + India delivery model provides U.S.-based project management and senior consulting with cost-effective offshore execution — without compromising quality, responsiveness, or accountability.
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