Emerson's Digital Transformation: Enhancing Customer Engagement with Drift

Emerson is a Fortune 500 company that provides innovative solutions for customers in industrial, commercial, and residential markets. The company employs over 86,000 employees and has 170 manufacturing locations across the globe. Emerson is committed to enhancing its digital engagement with customers and prospects, and it drives millions of web visits annually. The company has a diverse product portfolio and expertise, and it requires a scalable solution to match its size, personnel depth, and geographic diversity.

Emerson, a global technology, software, and engineering company, faced a challenge in elevating its digital engagement with customers and prospects. The company, which already had millions of web visits annually, wanted to improve the customer experience and connect customers with subject matter experts more efficiently. The goal was to reduce the time it takes for customers to get their needs met, replace form fills, capture intent, and deliver high-value leads directly to their product experts. Initially, Emerson used a simple web-based calendaring solution, but scalability was a problem given the company’s size, personnel depth, and geographic diversity. They needed a solution that could provide artificial intelligence with chat capabilities, which their previous tool lacked. Furthermore, Emerson required a globally scalable solution that would consider customer intent and a partner that could support them without adding headcount.

Emerson found its solution in Drift, a conversational AI platform. Drift’s playbook model allowed Emerson to quickly adapt to each customer’s needs and direct them to the right resources. With Drift, Emerson could provide a dynamic and relevant experience for each site visitor, whether they needed to connect with an Emerson expert or use self-service web resources. The platform was available to customers 24/7/365. Emerson also invested in Drift’s professional services offering, ensuring that their team had a dedicated Drift resource to build and optimize playbooks. Today, Emerson has Drift active across multiple product pages within their Measurement Instrumentation offerings. Business development representatives, customer care technicians, and technical specialists all leverage Drift to support customers and buyers by quickly booking meetings, live chatting, and leveraging AI to solve an array of customer needs.

• Emerson's adoption of Drift has transformed their customer's digital experience. The company has moved away from a 'build it and they will come' mindset to a more proactive approach in engaging with customers. Drift also captures key insights through buyer and customer activity, which Emerson uses to create a better website. The company has been experimenting with different bot messages through Drift’s A/B testing functionality to learn what works best for their visitors. The use of Drift has not only improved the quality of their customer experience but also exceeded their ROI projections. As Emerson continues to grow with Drift, they are excited to see where this digital transformation takes them next.

• 600+ meetings booked through Drift

• 80% of bot traffic from net new contacts

• 60% of bot traffic are new contacts at known accounts