SAP Concur's Successful Implementation of Drift for Enhanced Customer Experience and Sales Efficiency

SAP Concur, launched in 1993, is the world’s leading brand for travel, expense, and invoice management solutions. The company services millions of users globally and is committed to meeting the prospects at their stage in the buyer’s journey. They strive to design and optimize their services based on data, rather than assumptions. SAP Concur is known for its innovative approach to customer experience and its commitment to improving workflow efficiency and productivity.

SAP Concur, a leading brand for travel, expense, and invoice management solutions, was facing challenges with their previous chat tool. The tool was not providing the desired level of personalization and optimization. The company wanted a solution that would not only help their sales team drive new leads but also reduce the volume of support inquiries they were receiving. As a global company servicing millions of users, SAP Concur also wanted to nurture their customers at every stage of the buyer’s journey. They realized the need to design and optimize their services based on data, rather than assumptions.

SAP Concur chose Drift as their solution in 2021. The implementation of Drift led to an influx of new leads, increased pipeline, and improved routing efficiency within the first year. Drift was integrated with SAP Concur's existing tech stack, including Adobe products, Tealium, Demandbase, and their CRM, enhancing workflow efficiency, productivity, and customer insights. SAP Concur innovated their customer experience by using personalized playbooks to engage customers at the right moment with the right conversation. They also redirected support inquiries away from their sales team, improving the experience for both customers and sales reps. One of their most successful playbooks allowed visitors to 'skip the form' and talk directly to a person, even during off hours. This playbook was particularly effective on high-value form pages like 'Contact Us', 'Request a Quote', and 'Free Trial'.

• The implementation of Drift has significantly improved SAP Concur's operational efficiency. The integration of Drift with their existing tech stack has enhanced workflow efficiency and productivity. The use of personalized playbooks has revolutionized the way SAP Concur engages with customers, providing a more personalized and efficient customer experience. The ability to redirect support inquiries away from the sales team has not only improved the customer experience but also allowed the sales team to focus more on generating new leads. The 'skip the form' playbook has been particularly effective, enabling direct communication with customers even during off hours. Furthermore, the implementation of Drift has fostered a more integrated and collaborative approach between the sales and marketing teams.

• $10 million in attributed pipeline within nine months of implementing Drift

• Drift became the second highest converting channel for SAP Concur

• 60% of conversations were identified as support-related, helping to redirect support inquiries away from the sales team