Sunbelt Rental UK aims for “smarter decisions” with Salesforce partnership

Sunbelt Rentals UK & Ireland has partnered with Salesforce, the customer relationship management (CRM) platform, as part of its strategy to transform its digital operations.

The deal will include implementation of Saleforce’s AI package, Agentforce, which creates autonomous AI agents to handle tasks and support for employees and customers.

Phil Parker, CEO of Sunbelt Rentals UK & Ireland, described the partnership as a “major step forward in how we operate and support our customers. This isn’t just about improving our own processes; it’s about redefining what’s possible for our business.

“By integrating Salesforce’s technology and Agentforce capabilities, we’re creating a more unified and responsive business, equipped to make smarter decisions at every turn.

“We will be leading with innovation, using AI and automation to better engage with our customers, anticipate their needs and deliver exceptional value faster and more efficiently than ever before.”

Sunbelt said its recently launched five-year strategy, Sunbelt 4.0, will include the modernising of its operations and streamlining customer experience. The initial phase of the Salesforce implementation will include the Sales CRM and its customer service platform, Service Cloud.

In addition, a new digital account opening process will enable credit accounts to be activated “in minutes”, fully paperless and integrated with Sunbelt Rentals’ systems, said the company.

Future phases will include a new quoting, order management and billing solution, which the company said would enhance pricing accuracy and product configuration.

Zahra Bahrololoumi, CEO of Salesforce UKI, said, “We are thrilled to collaborate with Sunbelt Rentals and help drive the next phase of their digital transformation journey and help them to shape the future of their industry.

“The opportunity of agentic AI goes far beyond automation: it augments workers, unlocks new ways of working and productivity, and delivers customer experiences that are scalable, and more personalised.

“Salesforce’s trusted AI platform will support Sunbelt Rentals in modernising operations and accelerating growth - enabling faster decisions, deeper customer insights, and more agile ways of working”.