How Grupo Falabella Uses Agentforce on WhatsApp to Resolve 60% of Requests

Grupo Falabella operates one of Latin America's largest retail empires, spanning department stores, home improvement chains, financial services, and e-commerce across Chile, Peru, Colombia, and other markets. With millions of customers generating high volumes of support requests around orders, products, and account queries, Falabella needed to scale customer service without proportionally scaling headcount — and to do it in the channels where customers already spent their time.

Falabella chose WhatsApp as the primary channel and Salesforce Agentforce as the AI layer. The implementation connected Agentforce to Falabella's e-commerce platform via real-time API calls, enabling the agent to answer FAQs from a knowledge base, pull live order status, and handle common post-purchase queries entirely within the WhatsApp conversation. The agent operates in natural, empathetic Spanish and escalates to a human representative only when the scenario exceeds its current capabilities.

Deployment took just over two months. Within the first three weeks of launch, WhatsApp's share of customer service volume grew from under 50% to over 70% of interactions — reflecting both the convenience of the channel and the quality of the AI-powered experience. Agentforce now autonomously resolves 60% of all service requests, removing them from the human agent queue entirely.

A quarter of all Agentforce conversations now happen outside Falabella's business hours, extending effective support coverage around the clock. Transfer rates to human agents are steadily declining as Agentforce handles more scenarios with each iteration. Falabella plans to expand the deployment to other brands within the Grupo including Sodimac, and to add transactional capabilities such as order cancellations.