Agentforce-Powered Event Concierge

The Event Concierge is designed to transform the member experience for InnovateSTEM. The demo follows Morgan, a STEM professional, as she engages with the agent throughout the event lifecycle.

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Inspiration

Associations like InnovateSTEM host rich, multi-track events but struggle to deliver personalized, real-time support at scale. We wanted to show how an intelligent agent could transform the member experience—from discovering relevant sessions to on-the-ground guidance—while driving deeper engagement and new revenue opportunities.

What it does

  • Pre-Event Concierge: Recommends sessions based on each member’s Salesforce profile, enrolls them in sessions, and handles VIP upgrade transactions.
  • Salesforce Automation: Updates Contacts, Campaign Members, custom Itinerary records, and Opportunities in real time.
  • On-Site Support: Provides wayfinding, “more like this” session recommendations, and allows members to modify their agendas on the fly.
  • Post-Event Follow-Up: (Future) Collects feedback and logs event sentiment directly into Salesforce for continuous improvement.

How we built it

  • Experience Cloud: Microsite for InnovateX where members interact with the agent.
  • Agentforce: Deployed our custom Event Concierge Agent as a Lightning Web Component that communicates over REST APIs.
  • Apex & Flows:
    • Apex controllers to fetch personalized recommendations and enforce session capacity.
    • Record-triggered Flows to create/update Itinerary and Opportunity records.
  • Custom Objects:
    • Event Session (Session Name, Topic, Time, Capacity)
    • Speaker (Name, Bio, Expertise)
    • Itinerary (Contact, Session, VIP Upgrade, Status)
  • Standard Objects Leveraged: Contact, Campaign/Campaign Member, Opportunity.

Challenges we ran into

  • Identity Verification: Ensuring secure community login and mapping to the correct Contact record.
  • Payment Gateway: Simulating credit-card transactions in a sandbox/demo environment without exposing real payment data.
  • Capacity Constraints: Real-time “sold-out” logic required careful race-condition handling in Flows/Apex.

Accomplishments we’re proud of

  • Deep Salesforce Integration: Every chat action reads/writes standard and custom records in real time.
  • End-to-End Personalization: From session discovery to payment and itinerary updates, the agent feels like a human concierge.
  • Business Impact: Solves real-world pain points—boosting member satisfaction, driving incremental VIP revenue, and reducing manual support overhead.
  • Hackathon “Wow” Factor: This level of automation and personalization would be a standout demo at Dreamforce.

What we learned

  • The power of combining Flows and Apex for scalable, transactional logic.
  • Best practices for securing Experience Cloud + Agentforce API connectivity.
  • Designing conversational UX that maps cleanly to Salesforce data models.
  • Handling asynchronous updates and edge cases (e.g., session sell-outs).

What’s next for the Concierge

  • Mobile Push & SMS Integration: Remind members of upcoming sessions or location changes.
  • Multi-Event Support: Let members manage all association events from a single agent.
  • AI-Driven Networking: Suggest peer connections based on shared interests or career paths.
  • Travel & Accommodation Actions: Book hotels or transportation through the agent.
  • Post-Event Feedback Loop: Automate surveys and sentiment analysis to close the event-management loop.

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