FairPrice Group makes every day a little better for customers with AI

With Salesforce’s generative AI and integrated cloud solutions, FairPrice Group is redefining customer service—ensuring that every interaction contributes to making every day a little better for all.

FairPrice Group was established in 2019, bringing together four entities – FairPrice, Kopitiam, Foodfare and Link – with the purpose of making every day a little better by keeping daily essentials within reach for all. The Group has an extensive network of over 570 touchpoints and provides an integrated array of products and services, including groceries, food take-aways, and a rewards programme that delivers personalised and delightful experiences.

As FairPrice Group grew, so did the volume of customer inquiries. To continue delivering exceptional support, the Group needed a solution that not only boosted productivity but also maintained high levels of customer and employee satisfaction around the clock.

This growth also presented a challenge: capturing customer attention in today’s fast-paced world. Short attention spans and information overload created the need for more effective engagement strategies.

By deploying Salesforce Service Cloud and Einstein Bots, FairPrice Group introduced a generative AI-powered chatbot that’s available 24/7. This intelligent assistant handles common requests—such as rescheduling deliveries or updating order instructions—by following pre-designed flows developed in collaboration with consulting partner VISEO. As a result, the chatbot now deflects 80% of cases, freeing up human agents to tackle more complex customer issues.

“Einstein has empowered us to swiftly respond to requests like rescheduling deliveries. In Singapore’s fast-paced e-commerce landscape, this capability is invaluable,” said Jackson Tan, Head of Innovation and Experiences at FairPrice Group.

FairPrice Group has also used AI to empower customer service reps and make it easier for the customer service team to provide efficient and consistent support to consumers.  

The Group’s wide range of businesses and products means that customer service representatives had to navigate a rich and diverse knowledge base to deliver informed and tailored responses to every query. 

Now, Einstein Service Replies analyses content from customer conversations in real time to provide the team with AI-generated replies grounded in the company’s data. This capability has reduced the time spent on responding to questions and boosted first-call resolution to over 90% while making responses to customers faster. It has also contributed to a 10% reduction in the cost per support ticket and a double-digit increase in employee engagement scores. 

“When customers are happy, it makes work more meaningful and enjoyable and helps us keep employees engaged,” said Derek Ang, Lead (Service Culture), Customer Service Department, FairPrice Group.

FairPrice Group’s CRM team also leverages Marketing Cloud to effectively manage and personalise communications across business units, ensuring the right content reaches the right audience at scale.

With Salesforce’s advanced segmentation and personalisation tools, FairPrice Group is progressing towards 1:1 personalisation; moving away from a one-size-fits-all approach to delivering tailored offers, product recommendations, and vouchers that align with individual customer needs.

By utilising Salesforce’s proprietary AMPscript alongside Einstein’s intelligent features, FairPrice Group can seamlessly personalise communications throughout the customer journey—from activation and onboarding to engagement and churn management. This enables FairPrice Group to optimise customer interactions and drive greater ROI across multiple brands.

FairPrice Group continues innovating with Salesforce and VISEO to make every day better for customers and employees. This includes designing user interfaces that reduce friction for employees when accessing the knowledge they need to serve customers. 

“Every step has been a confidence-building step with Salesforce and VISEO. We’ve now delivered something we are really proud of, and we will keep making the experience better,” said Tan.

With Salesforce’s generative AI capabilities, FairPrice Group can serve customers 24/7, and deliver rapid responses grounded in the business’ data. It can also integrate AI directly into the flow of work, empowering reps to provide more efficient and consistent service and reach resolutions faster.