First American Leverages Agentforce to Streamline Sales Process

First American Title Insurance Company, one of the largest title insurers in the nation, was struggling to help its sales teams effectively utilize complex data. With over 1 million policies backed annually, First American's customers depend on personal service, precision, and speed built on a foundation of trust. However, reps were spending more time gathering information than using it, with up to 30 minutes spent preparing for each client call.

Before implementing Agentforce, a sales assistant developed by Salesforce, the company had already aggregated account history, activity data, pipeline information, and sales playbooks into its existing Salesforce platform. However, this only created more data for reps to sift through. Julie Trinh, Head of CRM Product Management at First American, noted that 'Technology is now the enabler of this transformation, so we can focus on the human in the loop.'

With Agentforce, reps are given an intelligent assistant grounded in trusted data, allowing them to spend less time managing CRM and more time with clients. The platform was deployed in just eight weeks, rolling out five use cases to 500 sales reps initially. Daily Digest provides a clear starting point for each rep, surfacing relationship insights, account summaries, recent engagement activity, opportunity signals, and prioritized outreach before the first conversation begins.

First American's next focus is on implementing Digital Sales Rep, designed to nurture prospects before involving human reps. This will enable the team to spend its finite sales capacity on hotter leads and warmer conversions. The build has just kicked off with Salesforce partner Slalom leading the implementation.