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How Channel Orchestration Defines the Agentic Era
Hear from research firm Metrigy on shifting customer preferences and emerging AI trends shaping orchestration strategies — and what they mean for the future of service.

, Director of Product Management, Salesforce

, CEO & Principal Analyst, Metrigy

Product: Service, Agentforce
Role: Administrator, Service
Industry: Retail
Topic: Agentic AI
Session Level: Intermediate
Session Format: Theater
  • Tuesday, Sep 154:30 PM - 4:50 PM PDT
    (11:30 PM - 11:50 PM GMT)
    Moscone West, L2, Learning Lab Theater B
    FIRST COME FIRST SEATED
  • Wednesday, Sep 169:30 AM - 9:50 AM PDT
    (4:30 PM - 4:50 PM GMT)
    Moscone South, LL, Content Pavilion, Stage 6
    FIRST COME FIRST SEATED
Session Summary: The session explored the growing complexity of customer communication channels and the importance of AI and integrated platforms in managing these interactions effectively. Research revealed that 31% of consumers are willing to pay for preferred communication channels, while 60% of companies are shifting to unified AI-powered platforms, resulting in significant improvements such as a 24% boost in customer satisfaction and a 22% increase in revenue. Salesforce showcased its contact center solution, which integrates all channels, including voice, enabling seamless orchestration and AI-driven personalization. The discussion emphasized the critical role of context in AI decision-making, with 71% of companies prioritizing improved AI context to enhance accuracy, decision-making speed, and employee productivity by 2027.
Key Takeaways:

• Consumers increasingly demand seamless orchestration across multiple communication channels, with voice remaining the top preference, and 36% of interactions now starting with AI triage agents.

• Companies adopting unified platforms experience notable success, including higher customer satisfaction, increased revenue, and improved employee efficiency, compared to those relying on disparate systems.

• Salesforce's contact center solution and CRM capabilities enable businesses to unify channels, leverage AI for smarter routing and personalization, and empower agents with tools like the service rep assistant for optimized support.

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