Salesforce has signed a definitive agreement to acquire Cresta, a company that makes voice agents for customer service calls. Salesforce says the deal would bring Cresta’s conversation analysis and tools for human representatives into its customer service platform.
Cresta’s voice agents are designed to resolve complex calls from start to finish. According to Salesforce, they can hold real-time conversations and handle interruptions. The company names Marriott, Comcast and Alaska Airlines among the brands using Cresta.
Cresta’s platform also guides human representatives during calls. Salesforce says it analyzes interactions, coaches representatives and provides tools to test and improve voice agents.
Salesforce plans to integrate Cresta into Service Cloud
Salesforce plans to combine Cresta’s understanding of conversations with customer history and service tools in Service Cloud. The company says businesses would then be able to link calls to customers and track outcomes such as resolution, retention and revenue.
Salesforce says Cresta will continue supporting the contact center and telephony platforms its customers use today after the transaction closes.
The acquisition is expected to close in the first quarter of Salesforce’s fiscal year 2028. Closing remains subject to customary conditions, including required regulatory approvals.
