Exide brings 120,000-plus dealers and 20,000 mechanics onto Salesforce

The battery maker has unified sales, service, field operations and customer engagement on Salesforce, reporting over 30 percent faster complaint resolution as it prepares to introduce AI agents across business operations.

Exide Industries has brought over 120,000 dealers and 20,000 mechanics into a unified customer operations platform built on Salesforce, connecting its sales, service, field operations and partner ecosystem across India.

The deployment covers 6,000 service technicians and 1,000 sales personnel, giving teams a consolidated view of customer interactions, service histories, warranties and partner operations.

Salesforce describes it as part of Exide's effort to improve customer engagement across its business-to-business (B2B) and business-to-consumer (B2C) operations.

Exide has deployed Salesforce Sales Cloud, Service Cloud, Field Service Cloud, Marketing Cloud and Experience Cloud to bring the customer lifecycle onto a single platform.

The implementation will help improve coordination between sales and service teams, strengthen dealer engagement and provide better visibility into customer requirements and service operations.

The company reports that service response times have reduced from days to hours, while complaint resolution turnaround times have improved by more than 30 percent.

More than 95 percent of complaints are now resolved in a single visit.

Sales Cloud supports opportunity management, pipeline visibility and lead conversion across Exide's B2B and B2C businesses.

Service Cloud has helped the company move from a reactive customer service model towards more connected and proactive engagement.

More than 80 percent of customer interactions now take place through self-service channels. Exide manages over 500,000 service tickets every month through WhatsApp-enabled customer journeys integrated with Salesforce workflows.

Field Service Cloud also powers Exide's Batmobile doorstep assistance service. The platform automatically connects customers with the nearest field technician for on-site support across the top 100 cities in India.

Exide says assistance is often provided within 30 minutes.

The unified system also supports dealer engagement, sales visibility, faster warranty processing and customer insights across the company's nationwide network.

Exide aims to give its teams a complete view of customer requirements and improve coordination between its dealer network and service operations.

Exide plans AI agents across sales and service

Exide's next phase of digital transformation will extend the platform through AI agents for sales, customer support, warranty intelligence, multilingual customer conversations, predictive diagnosis and autonomous service operations.

The company links this roadmap to changes in India's mobility ecosystem, including electric vehicles, connected vehicles and rising expectations around digital and omnichannel customer engagement.

It plans to use AI-driven customer operations to respond to these changing requirements.

However, Exide has not disclosed when it will deploy these AI agents, which models or platforms will support them, or which specific workflows they will handle.

Exide Industries chief digital and information officer, Ravi Kumar, said the company's vision extends beyond digitising processes.

It is building an intelligent customer operations platform where data, AI and automation work together to anticipate customer needs, empower its dealer ecosystem and enable teams to make faster decisions.

Salesforce India managing director Mankiran Chowhan said the next phase of manufacturing will bring connected data, AI-powered insights and operational systems together to support better decision-making.

She said Exide's deployment demonstrates how manufacturers can modernise field operations, service delivery and partner engagement on a single platform.