Transforming Dogs Trust Behavioural Services
Reimagining behavioural support and prevention services to reduce the number of dogs being relinquished or euthanised with Service Cloud & Agentforce
Summary
Following the pandemic and rising cost-of-living pressures, more dogs are being relinquished due to behavioural issues. In response, Dogs Trust is transforming its prevention services to make behaviour support easier to access. In partnership with Mint Consulting, the project has delivered a seamless customer journey across triage, booking, and service delivery, helping owners get support earlier while improving internal case management. Built on Salesforce with GoMeddo and FinDock/PCI Pal integrations, the solution will automate processes and enable easy access to services like 1-1 training and behaviour packages. This will reduce contact centre workload, centralise data, and support future growth.
About Dogs Trust
Dogs Trust is the UK’s largest dog welfare charity, dedicated to rehoming thousands of dogs every year through a nationwide network of rehoming centres and digital services . The organisation currently receives approximately 90,000 adoption applications annually, the vast majority of which are submitted via online channels . Today, Dogs Trust facilitates around 10,000 successful rehomings each year.
Details
Solutions
Challenges
A Contact Centre Overwhelmed by Manual Processes
Every booking for behaviour services relied on phone-based, manual handling, placing unsustainable pressure on contact centre teams and creating inefficiencies that were only growing harder to manage.
Disconnected Systems Blocking a Single View of the Customer
Siloed data spread across disconnected systems meant teams had no unified picture of the customer, limiting their ability to report meaningfully or make informed decisions.
No Digital Journey for Dog Owners
Without any online self-service capability, dog owners had no digital route to triage their concerns, schedule appointments, or make payments, creating friction at the very first point of contact.
A Salesforce Environment Weighed Down by Technical Debt
Inefficient legacy configurations and custom functionality had left the existing Salesforce environment difficult to use and harder to maintain, hampering the day-to-day experience for every team relying on it.
A Growing Crisis With Not Enough Early Intervention
Post-pandemic, an increasing number of dogs were being relinquished or euthanised due to behavioural issues that could have been addressed sooner. The absence of accessible, timely support was costing dogs their homes and their lives.
Solution
A Digital Self-Service Journey From First Click to Confirmed Booking
The GoMeddo engine was implemented to automate online scheduling and booking for prevention services, giving dog owners a seamless digital route into Dogs Trust's behaviour support without ever needing to pick up the phone.
Smarter Case Management Across the Behaviour Support Journey
Complex case management in Salesforce Service Cloud was restructured by separating workflows into parent Behaviour Support Line cases and child Behaviour Service Delivery cases, bringing clarity and control to a previously tangled process.
Secure, Automated Payments Built Into the Workflow
FinDock and PCI Pal were integrated directly into the Salesforce environment to enable secure, automated payment processing, removing manual handling from the financial side of service delivery.
AI-Powered Support Available Around the Clock
An Agentforce AI Proof of Concept was deployed to provide 24/7 customer support and automated triage, surfacing answers from Dogs Trust's SharePoint knowledge base and ensuring owners could get help at any hour, not just during office hours.
Automated Communications That Keep Owners Informed at Every Step
Salesforce Marketing Cloud was used to manage high-volume, automated customer communications across the full service journey, from booking confirmations and reminders through to post-service impact surveys.
Outcomes
Fewer Dogs Lost to Preventable Behavioural Crises
By making behavioural support easier to access before problems escalate, Dogs Trust is better positioned to keep dogs in their homes and out of crisis, directly reducing the number of relinquished and euthanised dogs driven by issues that could have been caught earlier.
A Platform Built to Deliver 13,000 Rehoming by 2027
The transformation directly supports Dogs Trust's ambition to achieve a 27% increase in successful dog rehoming, reaching 13,000 adoptions annually by 2027, by giving the organisation the operational capacity to grow without constraints.
Contact Centre Teams Freed From Administrative Burden
With applicants shifting toward automated self-service and proactive triage, contact centre teams have been relieved of significant manual workload, freeing them to focus on the cases that genuinely need human expertise and care.
One Platform, Total Visibility Across Every Service
Centralising data within a single Salesforce environment has transformed how Dogs Trust tracks and reports on service demand, usage, and outcomes, giving leadership the insight needed to make better decisions faster.
A Foundation Scaled for Whatever Comes Next
A flexible, scalable technology architecture means Dogs Trust can confidently handle increased applicant volumes and expand prevention services over time, without the platform becoming the bottleneck to ambition.
What Mint were able to do was come in, understand our business, and help us build something sustainable, enabling us to do so much more than we ever could have envisaged.
Director of Behavioural Services
Dogs Trust
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