Grand Pacific Resorts is a vacation ownership and hospitality company managing resort properties across California, Utah, and Hawaii. Its contact center serves a large timeshare owner population, with approximately 90% of customer interactions handled by phone.
Grand Pacific Resorts operates a predominantly voice-based contact center serving a large timeshare owner population. With many owners preferring to speak directly with a representative rather than using online or mobile self-service, approximately 90% of customer interactions take place by phone.
Among the team's recurring responsibilities was an outbound reservation confirmation process. On the surface, the task appeared simple: contact an owner and confirm whether they intended to use an upcoming reservation. In practice, the workflow consumed the capacity of approximately three employees and required multiple actions beyond simply placing a call.
Each reservation generated a sequence of up to three calls, spaced days apart. The outcome had to be recorded in GPR's CRM, the corresponding service case had to be updated, and unresolved cases had to be closed after the final attempt. When an owner indicated that they would not be using the reservation, the interaction also created a time-sensitive opportunity to identify alternative owner usage and raise CSAT.
The process was repetitive enough to automate, but important enough that incomplete execution would simply move administrative work to another part of the organization.
Grand Pacific Resorts chose tobegin with a deliberately contained use case: a repeatable outbound interactionwith defined outcomes, clear escalation rules, and a meaningful operationalpayoff.
The objective was not merely tocreate an AI voice that could place calls. The AI agent needed to complete theentire workflow:
• Make the required series of reservationconfirmation attempts
• Respond appropriately when reaching a liveowner or voicemail
• Identify when a reservation would not be used
• Transfer high-impact opportunities to anassociate
• Record the interaction and update the case inSalesforce
• Close the case after the final unsuccessfulattempt
The reservation confirmation workflow became theorganization's practical entry point into AI agents: limited enough to control,but complete enough to prove whether AI could perform real work inside theexisting operation while also driving CSAT.
Grand Pacific Resorts had been encouraged to use AI, but broad enthusiasm had not yet translated into a structured operating model. Individual teams could experiment with tools such as ChatGPT, but while individual efficiencies did yield results, GPR sought a more scalable approach to solve defined business opportunities and integrate with all systems.
The contact center took a different approach. Rather than beginning with the most ambitious possible use case, the team identified seven or eight workflows where an AI agent could create value without immediately confronting the complexity of the entire inbound operation.
Reservation confirmation was selected as the first deployment because it offered four important characteristics:
01 | A defined objective
Confirm whether an owner intendsto use an upcoming reservation.
02 | Repeatable decisions
Continue the call sequence,record the outcome, transfer an opportunity, or close the case.
03 | A clear escalation path
When an owner indicates that theinventory will not be used, transfer the interaction to a skilled employee.
04 | A measurable operationalimpact
Complete the routine workwithout requiring employees to place and document every call.
Grand Pacific Resorts runs itscontact center through Amazon Connect. For Evolve to create meaningfulcapacity, the AI agent could not operate as a standalone calling application.It had to function inside the company's established service environment.
Zenarate integrated Evolve withSalesforce so the agent could update and close cases as part of theinteraction. That capability was essential. Without it, an employee would stillhave been required to complete the administrative work behind every call, limitingthe value of the automation.
The resulting process is effectively hands-free. Evolveplaces the calls, documents the outcome, advances the workflow, and closes thecase after the final attempt without requiring an employee to intervene.
“Getting Evolve integrated with Salesforce, and having it close cases on our behalf, was key. Otherwise, we would still need someone handling the administration on the back end.”
— JEFF FARR · VICE PRESIDENT, REVENUE + TECHNOLOGY · GRAND PACIFIC RESORTS
Introducing an AI agent raisedan understandable question among employees: would automation eliminate jobs?
Grand Pacific Resorts addressedthe concern directly. The purpose of the deployment was to redeploy employees,not immediately reduce the team. The contact center continued to have more workthan its employees could comfortably absorb, particularly in inbound service.Automating routine outbound confirmations allowed the organization to moveapproximately 2.5 to three employees into that work instead.
Initial caution faded quickly. Once the AI agent waslive and operating reliably, it became part of the everyday workflow inapproximately three days. Employees stopped thinking of it as a new technologyand began treating it like additional capacity that had always been available.
“It took zero time to build trust in the agent. People forgot that it was there after about three days.”
— JEFF FARR · VICE PRESIDENT, REVENUE + TECHNOLOGY · GRAND PACIFIC RESORTS
Routine outbound work moved off the employee queue
Evolve now handles the standardreservation confirmation workflow, including repeated call attempts, voicemailinteractions, Salesforce updates, and case closure.
Outbound employees were redeployed
The employees previouslyresponsible for routine reservation confirmations moved to inbound service,allowing Grand Pacific Resorts to increase capacity at its contact center.
High-value calls now reach the right employee
When an owner indicates that areservation will not be used, the opportunity is transferred to an associatewho can focus on finding alternative use for that owner. Rather than assigninga service employee to every confirmation call, Grand Pacific Resorts canmaximize service levels by directing its most skilled people to theconversations where human judgment best impacts the owner's experience andoptions.
The entire workflow is completed inside Salesforce
Evolve does not simply make thecall. It documents the outcome, progresses the case through the requiredsequence, and closes it after the final attempt, eliminating the need forback-end manual administration.
The first Evolve deploymentworked because Grand Pacific Resorts did not begin with a vague directive to“use AI.” It began with a specific workflow, designed the agent around thecompany's actual systems and legal constraints, and defined where the workshould remain automated and where an employee could create greater value. Thatdistinction has changed how the organization deploys its people.
Routine confirmations can behandled consistently and at scale. Service employees can spend more timesupporting owners on inbound calls. The contact center remains in-house, butits existing capacity is applied more strategically.
The deployment has also changedthe organization's view of what is possible. Grand Pacific Resorts is alreadydeveloping an initial use case in which Evolve will contact owners, verify theperson on the line, and transfer qualified conversations to an experienced teammember. Beyond this, additional inbound and outbound opportunities exist acrossthe owner journey, particularly for service cases that can be resolved usinginformation already available in company systems.
The initial use case was intentionally narrow. Its implications are not.
“We're working smarter now. We're more effective across business units, we're making sure the calls get done, and everything is getting into the system seamlessly. The next step is to build deeper and smarter.”
— JEFF FARR · VICE PRESIDENT, REVENUE + TECHNOLOGY · GRAND PACIFIC RESORTS
Many travel and hospitality contact centers face the same tension. They need to maintain personal service while managing rising labor costs, seasonal demand, repetitive call volume, and customer populations that still prefer voice.
The Grand Pacific Resorts deployment demonstrates a practical path forward: automate the complete routine workflow, preserve human involvement where it creates value, and integrate the AI agent into the systems and standards that already govern the operation.
Evolve gave Grand Pacific Resorts more than another channel. It gave the company an additional member of the frontline — one that can perform defined work consistently, operate inside Salesforce, and allow employees to focus on the interactions where they matter most.
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