Formula 1 Accelerated Customer Experience by 80% with Agentforce

One of the world’s largest sports and entertainment organizations, Formula 1, joined forces with Salesforce to deliver faster, smarter, and more consistent service to its rapidly growing digital audience. The result? 80% shorter response times, unified customer profiles, and omnichannel interactions that enhance loyalty. This success is not merely a technology integration but a complete rewriting of the customer experience mindset.

Challenge: Fragmented Data, Unscalable Experience

Formula 1 continues to grow at an impressive pace not only on the tracks but also in the digital world. Thanks to Netflix’s acclaimed series “Drive to Survive,” new cinema projects, and strong communication strategies on social media, F1 reached 750 million fans and 1.5 billion TV viewers in 2023. Women make up 42% of this audience, and one-third are under the age of 35. However, only 1% of this massive community can physically attend Grand Prix events. The remaining millions experience F1 through digital channels—F1 TV, mobile apps, games, and e-commerce platforms being the leading touchpoints.

This growth also brought with it a complex data ecosystem. User data flowing from more than 100 internal and external sources was causing inconsistencies in service quality, delays in response times, and missed opportunities.

Solution: Transformation in Customer Service with Agentforce and Data Cloud

To restructure its customer support processes, F1 implemented Salesforce’s AI-powered digital agent Agentforce and the Data Cloud platform. With this transformation:

• Response times were reduced by 80%.

• First-call resolution rate reached 95%.

• Agents can generate response suggestions in F1’s corporate tone with a single click.

• Data from all touchpoints was integrated in real time.

• Customer history, purchasing habits, and interaction records were consolidated into a single profile.

Thanks to natural language processing technology, Agentforce can instantly detect routine problems such as login issues or connection errors and offer users self-service solutions. This both improves service quality and reduces the workload of support teams.

A New League in Marketing: The Power of Personalized Interactions
With Salesforce Marketing Cloud and Einstein AI, Formula 1 not only automates its marketing strategies but also transforms every touchpoint into a smarter and more targeted experience.

• Through segment-based personalization, partnerships with brands such as LVMH are highlighted in campaigns targeting the female fan base.

• Content customized according to favorite teams boosts engagement with stories that resonate with fans.

• Einstein AI optimizes content in real time based on user history, offering alternative suggestions to users who encounter repetitive content.

• This AI-driven recommendation system provides a 22% higher click-through rate compared to human curation.

• In addition, AWS modeling predicts users’ purchase tendencies toward specific product groups, and ads aligned with these predictions are shown at the optimal time.

All of this infrastructure makes Formula 1’s communication with millions of fans more meaningful, more relevant, and more results-driven.

The Key to Strategic Growth: Data-Driven Sponsorship Management

Formula 1 shapes not only the fan experience but also its commercial partnerships with data. Salesforce’s Tableau and Sales Cloud solutions enable more accurate decision-making in sponsorship strategies and ensure that business partnerships are managed with measurable value.

• Tableau makes it possible to track the management of all sponsorship assets (tickets, exclusive visuals, brand placements, etc.) through a centralized system.

• Thanks to advanced filtering capabilities, sponsorship performance can be analyzed in detail by event, date, and partner.

• This structure allows teams to identify incomplete deliveries in advance and provide sponsors with transparent value reports.

Meanwhile, Sales Cloud ensures end-to-end management of potential sponsorship opportunities. With infrastructure integrated with Data Cloud:

• Target brands are offered proposal files prepared with segment-based fan insights.

• For example, reports can detail F1 fans’ purchasing tendencies, social media interactions, or loyalty data for a specific country or demographic.

• This grounds brands’ decisions to join the F1 ecosystem on a rational, data-driven basis.

Formula 1’s transformation with Salesforce is not just a technological adaptation; it is a manifesto of customer-centricity. Thanks to the smart automation provided by Agentforce and the unified data enabled by Data Cloud, F1 delivers a service experience perfected around speed, consistency, and personalization. This success proves that a “customer-centric organization” is not merely a slogan but a strategy supported by the right infrastructure.