How Autotorino automated lead intake and inbound call capture with Zapier and Salesforce

Autotorino, a dealership group operating 74 locations and 23 brands, used Zapier, Salesforce, and AI tools to automate fragmented digital lead capture and manage approximately 100,000 monthly inbound calls. Separate Zapier workflows route inputs from forms, ads, email, and landing pages into Salesforce, sometimes using AI to classify or enrich records; 109 Salesforce-writing automations reportedly saved the CRM team 2,394 hours in 2025 while reducing manual-entry errors. To address unanswered calls, the company piloted workflows that convert recorded messages into structured Salesforce leads, handling about 1,500 previously missed requests per month and influencing an estimated €150,000 in after-sales net profit. Its voice-processing workflows use tools including AssemblyAI, OpenAI, ElevenLabs, Zapier, and Salesforce to transcribe, categorize, and route customer requests, with human oversight and iterative prompt tuning used to improve accuracy. The structured processes also provide greater visibility into call reasons, missed showroom demand, and follow-up gaps, while Autotorino is developing an outbound-calling workflow to automate customer follow-up and appointment booking.

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