Videoland by RTL & WPP Enterprise Solutions
Automating customer retention and empowering support teams with Salesforce Agentforce
Videoland, the leading Dutch streaming service, partnered with WPP Enterprise Solutions to build and deploy an autonomous AI-driven Subscription Agent using Salesforce Agentforce. The solution automates the end-to-end subscription cancellation process—not just by processing requests, but by actively engaging in personalized retention dialogues. By handling repetitive administrative tasks, the agent frees up human customer support representatives to focus on complex, high-value customer interactions.
As the premier streaming service focused on the Dutch market, Videoland offers exclusive access to series, live events, and television programs. However, managing customer retention at scale presented a dual challenge:
Administrative Burden: Customer service representatives were bogged down by repetitive, manual subscription cancellation workflows.
Missed Retention Opportunities: Traditional automated cancellation flows were rigid, failing to understand why a customer wanted to leave or offer tailored alternatives to keep them subscribed.
Working with WPP Enterprise Solutions has been absolutely amazing. They are incredibly accessible and flexible. When brainstorming solutions, they never confine us to a single path—they are always open-minded and bring a wealth of diverse, creative ideas to the table. This deep collaboration is playing a massive role in our ambition to become the number one streaming service in the Netherlands.
The Solution: The Agentforce Subscription Agent
Working alongside the technical and business process experts at WPP Enterprise Solutions, Videoland developed an autonomous Subscription Agent built on Salesforce Agentforce.
The agent manages the complete end-to-end customer journey when a subscriber reaches out to cancel:
Conversational Retention: Instead of instantly processing a cancellation, the agent initiates a natural dialogue to understand the customer’s reasons for leaving.
Proactive Alternatives: Based on the customer's feedback, the agent dynamically suggests alternatives, such as:
Downgrading to a more cost-effective subscription tier.
Pointing out upcoming content releases tailored to the user’s preferences to encourage them to stay.
End-to-End Execution:
If the customer still chooses to cancel, the agent autonomously processes the cancellation within Videoland’s systems, requiring zero human intervention.
The Technology
The technology behind the Subscription Agent is entirely Salesforce-based, seamlessly integrating across Videoland’s digital ecosystem:
Salesforce Agentforce: Powering the conversational intelligence and autonomous decision-making.
Salesforce Service Cloud: Ensuring customer data and support histories are perfectly synchronized.
Salesforce Marketing Cloud: Helping identify upcoming content titles to present to the user during retention dialogues.
Salesforce Flows: Used to pull real-time viewer and subscriber data into the agent's decision-making matrix.
Key Benefits & Business Impact
Empowering Human Agents: By taking over repetitive cancellation tasks, human service reps are freed up to handle highly complex, emotionally sensitive, or high-value customer cases that require a human touch.
Open & Flexible Collaboration: Videoland praised WPP Enterprise Solutions' open-minded, highly flexible, and collaborative approach, which allowed them to think outside the box to deliver a tailored, multi-cloud flow.
Strategic Ambition: This implementation directly supports Videoland's ambition to solidify its position as the number one streaming service in the Netherlands.
We knew Agentforce would eliminate repetitive work, but the level of enthusiasm from our team truly surprised us. Our support staff had always found the 'sales' aspect of trying to convince customers not to cancel uncomfortable. Transitioning that retention role to the AI agent was a massive win for them—it removed that pressure and let them focus on pure support.