Damm revolutionizes its commercial management with AI and voice

Damm’s CRM usage and automation goals

Damm has experienced a significant increase in the use of Salesforce Customer Relationship Management (CRM) by its sales managers. However, transferring information into the system remains a time-consuming manual process. Employees used Salesforce CRM to log their visits and manage information related to hospitality establishments.

Based on this process, the following needs were identified:

• Automate visit logging to eliminate the tedium and errors associated with manual entry and capture data accurately and efficiently.
• Ensure that the data captured by field staff is complete and structured correctly to avoid inconsistencies and facilitate data analysis.
• Integrate automation capabilities to generate real-time insights, enabling quick and targeted responses to market changes.
• Reduce the time spent on manual data entry, so sales managers can focus on productive and strategic tasks.
• Enforce data consistency, completeness and structure in CRM entries to improve data quality and reliability.
• Provide structured, accessible insights in real time to help the team make informed decisions and quickly react to market needs.
• Increase the volume and richness of recorded information, as voice-based input makes it easier to include more context and detail during visit reporting.

Salesforce-based sales management transformation at Damm

Thanks to NTT DATA’s expertise in technology adoption projects within the Salesforce ecosystem, Damm found an innovative solution to transform its commercial management model. The objectives were clear: cut the time spent on visit logging, improve data quality and increase sales team productivity.

A smarter way of working with Einstein for Sales

The proposed solution focused on integrating the AI capabilities of Einstein for Sales into both mobile and desktop CRM versions for a faster, more accurate and value-driven workflow.

Voice logging: less typing, more efficiency

On the mobile app, a first-of-its-kind voice logging feature was implemented, enabling sales managers to record visit data simply by speaking. The audio is automatically transcribed, and AI generates a structured summary highlighting the key points of each meeting.

A guided workflow autocompletes the relevant CRM fields based on the recording, saving time but improving data accuracy and consistency.

Smart planning on desktop

In the desktop version, the solution enables sales managers to view their daily schedules in one place, with visits arranged chronologically. For each establishment, the system displays key information such as:

• Location
• Goals from previous visits
• Contextual analysis

The solution also includes an automated visit summary, providing easy access to up-to-date, actionable insights to guide commercial decision-making.

Impact: efficiency, data quality and customer focus

These changes have improved daily operations and transformed how the team interacts with the CRM. Intelligent automation has:

• Improved data quality
• Saved valuable time
• Enabled sales managers to focus on what matters most: the customer

Results of AI-driven commercial transformation at Damm

With NTT DATA’s support in implementing new processes powered by Einstein for Sales’ AI, Damm has transformed its commercial operations, achieving:

• Significant time savings
  Sales managers now have more time to focus on high-value tasks like engaging with customers directly and making strategic decisions, thanks to a significant reduction in administrative work.
• Improved data completeness
  By leveraging Einstein for Sales’ automation and guided processes, Damm has seen a marked improvement in data accuracy within their CRM, reducing errors and omissions, and ensuring more reliable information.

These results show how implementing AI-powered tools like Einstein for Sales can improve operational efficiency, raise data quality and boost business performance. With the assistance of NTT DATA, Damm has made significant progress on its digital transformation journey, gaining a lasting competitive advantage.

Next steps

Following the success of the initial proof-of-concept phase, Damm plans to scale the solution — and its benefits — across the organization with a clear goal: fully leverage the potential of AI and data to further improve commercial decision-making.

The company will also implement Salesforce Data Cloud to link its data lakes with the CRM in real time, ensuring sales teams always have up-to-date, relevant information, exactly when they need it.

More data, better decisions

In the next phase, Damm will incorporate new data about consumption patterns at various establishments. This additional data will significantly improve the accuracy of their AI-driven insights, providing more comprehensive insights into customer behavior and financial performance.

Data Cloud: the engine of integration

To ensure seamless access to this data, Damm will implement Salesforce Data Cloud — a platform that will enable real-time connectivity between the company’s data lakes and the CRM. This will ensure that sales teams have timely, relevant and updated information exactly when they need it.

Organizational scalability

In addition to technological improvements, the solution will be extended to the entire hospitality sales force. This will allow all managers to benefit from automated workflows, structured data, and insights generated by artificial intelligence, enhancing their productivity, accuracy, and responsiveness. 

With this evolution, Damm not only optimizes its current processes but also lays the foundations for a large-scale digital transformation — a strategy that strengthens its competitiveness and consolidates its leadership in an increasingly data-driven market.