• Client

    Brightrays

  • Service

    Salesforce CRM

  • Industry

    Automotive & Distribution

  • Company Size

    1,000+

The client

A large dealer network enterprise — managing complex B2B relationships across multiple dealer tiers in India, with significant email communication flows between sales teams and commercial counterparts — was experiencing the operational cost of a CRM environment that had not been configured to handle the specific requirements of dealer-to-customer and dealer-to-sales communication management. Manual email handling, limited visibility control, and the absence of a unified deal history view were creating response delays, information leakage risks, and missed commercial opportunities that a properly configured Salesforce environment could prevent.

The problem

The dealer network’s Salesforce deployment was technically implemented but commercially underutilised — missing the custom workflows, visibility controls, and AI capabilities needed to manage the specific complexity of dealer-level email communication and customer deal tracking in India. The result was a system requiring manual effort to compensate for what automation should have provided, and a customer 360 too fragmented in practice to drive meaningful cross-sell and upsell intelligence.

 

  • Manual Email Handling Creating Response Delays and Missed Follow-Ups — L1 and L2 sales team communication with dealer contacts across India was being managed manually — without structured ownership rules, follow-up automation, or visibility into conversation history across team members. Delayed responses, missed follow-ups, and the absence of clear escalation logic were creating commercial risk at the customer-facing interface.
  • Sensitive Dealer Information Exposed Without Visibility Controls — Dealer-level invoicing and commercial communication was accessible across teams without appropriate visibility restrictions — creating the risk of inadvertent exposure of commercially sensitive information and undermining the trust that careful information handling in Indian dealer relationships required.
  • No Customer 360 Resulting in Missed Upsell and Cross-Sell Opportunities — Without a unified view of customer interactions, deal history, and opportunity status linked to email communication, sales teams lacked the complete customer context needed to identify and act on cross-sell and upsell opportunities across the Indian dealer network. Revenue visible in the data was being left on the table.

OUR SOLUTION

Worxwide designed a custom object-driven email workflow to manage dealer communications with L1-L2 team handoffs and controlled thread-level visibility through strict permission and email masking rules. Email conversations were mapped to Contacts and Opportunities to create a unified deal view, ensuring that all interactions, deal stages, and communication history were contextually linked in a single customer record. AI-based email classification, intent detection, automated response triggers, and follow-up automation were implemented to reduce manual effort and improve response consistency across the Indian dealer network.

 

  • Custom Object-Driven Email Workflow with L1-L2 Handoff Logic — A purpose-built Salesforce email management workflow governed L1 and L2 team communication handling — with clear ownership rules, structured handoff logic, and email masking controls ensuring sensitive dealer information was accessible only to team members with the appropriate authority.
  • Email-to-Opportunity Mapping for Unified Deal View Across the Network — Custom Salesforce configuration mapped every email conversation to its relevant Contact and Opportunity records — creating a unified deal history giving sales representatives and managers a complete view of customer interaction context, deal progression, and communication history within a single accessible record.
  • AI-Based Email Classification, Intent Detection, and Response Automation — AI-powered email classification and intent detection automatically categorised inbound emails, triggered appropriate response templates, and created follow-up tasks — reducing the manual interpretation and response effort that had previously consumed sales team bandwidth and generated response inconsistency across India.

Our work in action

The Impact

25% Reduction in Manual Sales Effort Across the Dealer Network in India —

The combination of automated email workflow management, AI classification, and structured follow-up automation reduced manual sales team effort by 25% — recovering capacity redirected toward active selling and relationship development rather than administrative communication management.

15% Improvement in Email Response Time Across Dealer Communications

Automated response triggers, intent-based routing, and structured follow-up workflows reduced average email response time by 15% — improving the commercial responsiveness of the dealer network’s customer-facing sales operation across India.

Improved Customer 360 Enabling Cross-Sell Intelligence Across Accounts

The unified deal view — connecting email history, deal stages, and commercial interactions in a single customer record — gave sales teams the complete customer context needed to identify and act on cross-sell and upsell opportunities that fragmented data had previously made invisible.

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