Sunday Partners with Salesforce to Streamline Operations and Boost Customer Engagement
Sunday, a Thailand-based InsurTech company, has teamed up with Salesforce to centralize its operations and personalize engagement for over 330,000 customers. Leveraging Salesforce solutions such as Sales Cloud, Service Cloud, Tableau, and Slack, Sunday aims to scale its business efficiently across Thailand and Indonesia.
With Salesforce’s support, Sunday has developed a versatile business model that serves both business-to-business (B2B) and business-to-business-to-consumer (B2B2C) markets. This integrated approach is a key driver of the company's growth and success in the region.
Building a Connected AI-Powered Platform
Dhanadham Pokthitiyuk, Sunday’s Chief Marketing Officer, explained that Salesforce is much more than a CRM tool for the company. Together, they created a connected AI-powered platform that supports Sunday’s transition from a pure B2B model to one that also serves insurance partners and consumers directly.
This platform enables greater personalization, improves operational efficiency, and supports innovation strategies as Sunday prepares for its next growth phase.
Growth and Expansion Across Insurance Verticals
Founded in 2017 as a B2B health insurance provider, Sunday has expanded its offerings into motor insurance and smartphone protection. The company has also launched a direct-to-consumer (D2C) online channel, broadening its reach beyond traditional partnerships.
In 2022, Sunday expanded into Indonesia, becoming a registered InsurTech, licensed broker, and now a fully licensed insurance company. This cross-market success is supported by early investments in a fully integrated technology platform built with Salesforce. The platform consolidates sales, service, communications, and data analytics into a single system.
How Salesforce Solutions Support Sunday’s Operations
- Sales Cloud: Manages Sunday’s B2B2C model by tracking leads, managing commissions, and segmenting retail customers based on behavior, engagement, and purchase history. This ensures seamless customer interactions across channels.
- Service Cloud: Handles customer service ticketing for claims, refunds, cancellations, and complaints. It consolidates all customer communications in one place, allowing service teams to manage cases efficiently.
- Real-Time API Integrations: Provide sales and service teams with live access to customer policies and claims history, enabling timely and relevant offers without manual effort.
- Slack: Facilitates internal communication across departments and locations, ensuring that urgent service cases and sales opportunities are addressed promptly.
- Tableau: Offers leadership and investors real-time dashboards showing claims trends, profitability, and customer growth.
Exploring AI-Driven Efficiency with Agentforce
Looking ahead, Sunday is exploring Salesforce’s Agentforce, a digital labor solution that complements human teams. Agentforce can automate simple inquiries, freeing human agents to focus on complex and sensitive cases such as motor accident claims or emergency support.
Vernon Cheo, Head of Emerging Small Medium Business at Salesforce ASEAN, highlighted that Agentforce provides insurers with pre-built AI agent templates to automate front-office tasks and augment financial services teams.
Conclusion
Sunday’s collaboration with Salesforce demonstrates how an integrated technology platform can simplify insurance operations, enhance customer engagement, and support expansion across markets. By combining AI-powered tools with real-time data and internal collaboration, Sunday is positioned to continue growing its footprint in Southeast Asia.
Your membership also unlocks:
