Every service request tracked, routed, and escalated across one of India's fastest-growing EV networks
Hero MotoCorp VIDA — Hero MotoCorp's electric mobility business — built its Integrated Case Management System (ICMS) on Salesforce Service Cloud to unify complaints arriving through 10 distinct case origins, including its Charging Management System (CMS), email, phone, social media, chatbot, web, and its VIDA customer app. The platform now governs 470,000+ service requests a year through one configurable escalation engine, replacing manual spreadsheet tracking with automated SLA enforcement across every internal team and charging-infrastructure vendor.
For a rider stranded at a dead charging point, a missed SLA isn't a metric — it's a call that never got answered.
How the escalation engine works
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At a glance
Client
Hero MotoCorp VIDA — Hero MotoCorp's electric mobility business
Challenge
Complaints arrived through 10 different case origins — from CTI phone calls to CMS charging-infra alerts to social media — each with its own vendor, SLA clock, and ownership rules, tracked manually as volume scaled fast
Solution
An Integrated Case Management System (ICMS) built on Salesforce Service Cloud, with one configurable, rules-driven escalation engine
Result
Every case now routed, tracked, and escalated automatically — with zero hardcoded logic per complaint type
Manual spreadsheets couldn't keep up with a 36x surge in complaints
Hero MotoCorp VIDA runs one of India's fastest-growing EV service operations, fielding requests from charging infrastructure, dealers, roadside-assistance partners, and digital channels. Complaints reach the business through 10 distinct case origins — spanning CTI phone calls, CMS charging-infra alerts, email, chatbot, social media, web, and its VIDA customer app among others — each historically carrying its own ownership rules and SLA clock.
As the business scaled, case volume grew from 13,090 in 2022 to 472,349 in 2025 — a 36x increase in three years. Supervisors relied on manual follow-ups and spreadsheets to catch ageing cases, which meant operational overhead grew in lockstep with complaint volume, and the risk of a delayed response rose fastest exactly where it mattered most: coordinating with external vendors for charging infrastructure.
Charging-infrastructure complaints (case origin: Charging Infra, routed via the CMS) carry their own escalation clock on top of that: every charging station also has its own vendor, O&M executive, and zonal manager as separate points of ownership — and before ICMS, that ownership map lived outside any system supervisors could act on in real time. A single missed handoff meant a stranded rider with no automatic backstop.
Engagement Snapshot
- Industry
- Automotive / Electric Mobility
- Geography
- India
- Users
- 1,335+ active Salesforce users
- Customer assets
- 300K+ managed in Salesforce
- Core platform
- Salesforce Service Cloud
- Integrations
- CMS, Email-to-Case, TataTele CTI/IVR, social channels, chatbot
Why Salesforce Service Cloud was the right core for SLA governance at scale
Rather than replace one business process, Salesforce Service Cloud became the orchestration layer connecting complaints from 10 origins, multiple charging vendors, and internal operations into a single governed workflow.
The build-vs-configure line sat at the taxonomy. Case management, routing and omnichannel intake were configuration. Governing a deep, fully dependent three-tier complaint taxonomy — and the different SLA clocks hanging off it — was where the engineering went.
What Salesforce Service Cloud handles natively
- Centralized case management and queue-based routing
- Omni-Channel intake spanning Email-to-Case, CTI, and social
- Built-in reporting and full customer interaction history
Where custom engineering was needed
What Service Cloud couldn't do out of the box: govern a genuinely deep case taxonomy — a fully dependent, three-tier picklist, not a flat list. 33 top-level Types (from CTI phone-call issues to CMS charging-infra faults to social media queries) each control their own set of Complaint Categories (226 valid Type-to-Category combinations), and each Complaint Category in turn controls its own set of Aggregates, the most granular complaint classification (770+ valid Category-to-Aggregate combinations). 14 of those Types carry their own defined multi-tier SLA sequence. Governing all of that through one engine, instead of a growing pile of one-off automations, is what set up the hardest part of the build.
What we built
01 · Layer
L1 — Unified Intake
Cases are created automatically across all 10 configured case origins — CMS, Email-to-Case, TataTele CTI/IVR, social channels, chatbot, web, and the customer app among them — with no complaint origin requiring manual entry.
Omni-Channel · Email-to-Case · CTI02 · Layer
L2 — Configurable Routing & Escalation Engine
Dynamic assignment by Type, Complaint Category, and Aggregate, paired with Scheduled Apex and Flow-calculated escalation timestamps that continuously evaluate SLA status against category-specific TAT rules and trigger multi-tier escalation before a breach. For charging-infrastructure cases, escalation timestamps (L2, L3, L4) are calculated directly off the case's creation date through dedicated formula fields.
Scheduled Apex · Flow03 · Layer
L3 — Vendor & Leadership Visibility
Full lifecycle management for the charging network — 1,405 charging stations across 18 states and 55 cities, each mapped to a dedicated vendor, O&M executive, and zonal manager, escalating on a fixed 48-hour → 96-hour → 168-hour clock from case creation — plus consolidated dashboards giving leadership real-time oversight across every channel and vendor.
Vendor Lifecycle · DashboardsOne escalation engine, not one per complaint type
The single toughest requirement was building one automation engine that could support drastically different escalation journeys — across a taxonomy of 33 case categories, 14 of them on their own defined SLA sequence — without hardcoding a separate implementation for every one.
The spread is real and it's wide. A Dealer Management System complaint escalates on a 1-hour → 1.5-hour → 3-hour clock. A Pre-Sales or Sales enquiry runs on 24 hours → 48 hours → 6 days. A charging-platform (CMS) issue runs on 24 hours → 48 hours → 7 days. A Customer App issue adds a fourth tier on top of that. Charging-infrastructure cases run on yet another clock again — L2 at 48 hours, L3 at 96 hours, L4 at 168 hours from case creation, computed by formula rather than tracked by hand. The obvious approach — a dedicated flow per complaint type — breaks the moment a new category is added, and at nearly half a million cases a year, that maintenance burden compounds fast.
The fix wasn't another flow — it was one engine that reads the escalation rules instead of having them written into it.
We built a configurable escalation framework that evaluates every case against complaint category, origin, elapsed SLA time, and business context, then automatically routes it through the correct operational journey — including, for the 1,405-station charging network, calculating each escalation timestamp directly off the case's creation date and routing through the right vendor, O&M executive, and zonal manager in sequence. New categories and rules are added through configuration, not a deployment.
Before
- Manual spreadsheet tracking to catch ageing cases
- A separate, hardcoded process for every complaint category
- No automatic backstop when a vendor or team missed a handoff
- Escalation timelines only as reliable as the person watching the sheet
After
- Scheduled Apex evaluates every open case against category-specific SLA rules
- One escalation engine serves 14 complaint categories — no per-category code
- Multi-tier escalation (vendor → O&M executive → zonal manager) fires automatically before a breach
- New categories added through configuration, not development
How we delivered it
A phased delivery built for the volumes the business was heading toward, not just the ones it had at launch.
Discovery & mapping
Workshops with business, operations, and service stakeholders to document every complaint journey, SLA, and escalation path across CMS, vendors, and internal teams.
Solution design
Architected the ICMS platform and the core configurable escalation framework built for long-term scalability, not just the volumes at launch.
Build & integrate
Implemented Service Cloud, Flow and Scheduled Apex automation, and integrations with the CMS and TataTele CTI/IVR — including automated test-ride booking confirmations and reminders.
Validation & rollout
SIT, UAT, and phased production rollout, followed by a hypercare period to refine workflows as real case volume moved through the system.
What changed for Hero MotoCorp VIDA
Real numbers only — pending metrics await client-approved data.
case volume growth absorbed without a matching jump in missed SLAs or headcount
charging stations now on one automated vendor → O&M → zonal manager escalation chain
proactive outbound calls successfully delivered, from 871K+ triggered
support and operations users working from one governed workflow
Governance scaled with the business instead of trailing behind it: leadership moved from chasing ageing cases in spreadsheets to watching them on a live dashboard, 1,405 charging stations gained an automatic escalation backstop, and 300,000+ customer assets that were scattered across systems now sit in a single Salesforce view.
Salesforce Service Cloud — common questions
Chasing ageing cases across channels and vendors on spreadsheets?
We build Salesforce Service Cloud platforms where the escalation rules are configuration, not code — so governance scales with volume instead of trailing behind it.
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