Case Study Overview
How Morse Manufacturing Turned an AI Agent Into an Always-On Sales Engineer
Morse Manufacturing has been an industry leader in drum-handling equipment since 1923, with an extensive catalog of industrial lifters, pourers, tumblers, accessories, and highly specialized equipment.
With such a technical product offering, customers often need more than a simple product search to find the right solution. Site-Seeker deployed an AI-powered Website Concierge designed to do much more than answer basic questions. The agent acts as an always-on sales engineer—guiding product discovery, navigating technical information, qualifying opportunities, and delivering sales-ready quote requests to the Morse team 24/7.
- Manufacturing, Material Handling
- AI Agents, AI in Marketing, Conversational AI, Lead Generation Marketing, Sales Team, Technical Support
The Challenge
Turning a Complex Product Catalog Into a Guided Buying Experience
Morse Manufacturing’s products solve highly specific material-handling challenges. Selecting the right equipment can depend on drum size, weight, material, handling method, forklift configuration, required accessories, and other technical considerations.
For a prospective customer, finding the right solution may require navigating product pages, manuals, specifications, and accessories before they can confidently request a quote. For the Morse sales team, that can mean spending valuable time answering preliminary questions and gathering requirements before an opportunity is truly ready for sales.
The challenge was to create an experience that could provide meaningful technical assistance immediately while identifying which conversations represented legitimate sales opportunities.
The Big Idea
Not Just a Software Install. It’s a New Employee.
Our approach was built around a simple operational philosophy: an AI agent shouldn’t be installed and forgotten. It should be onboarded, managed, reviewed, and continuously improved—much like adding a junior sales engineer to the team.
Using an intuitive conversation dashboard, Site-Seeker can review interactions, identify where the agent succeeds or struggles, uncover missing knowledge, and continually refine its responses.
This ongoing training allows the AI to become increasingly familiar with the nuances of Morse Manufacturing’s products and customers. Rather than operating as a basic chatbot, the Concierge can participate in complex product discovery, answer technical questions, identify buying intent, and know when a conversation is ready to move to a human salesperson.
The Results
More Questions Answered, Stronger Leads, and Less Legwork for the Sales Team
Auditing the AI Concierge’s conversations showed that the agent was doing more than generating engagement. It was successfully resolving customer questions, supporting product research, and turning complex conversations into qualified sales opportunities.
92.2% Resolution Success Rate
The AI successfully resolved the overwhelming majority of customer sessions, helping users find the appropriate drum-handling solution, locate parts, access dealer information, and answer technical questions.
6.8% Knowledge Gap Rate
Only a small percentage of conversations exposed gaps in the agent’s knowledge, primarily involving highly specific legacy parts or troubleshooting information that was not yet available within its knowledge base.
13 Strictly Qualified Leads
Thirteen users completed meaningful product discovery, received a tailored equipment recommendation, and submitted contact information for follow-up. Casual browsers and incomplete inquiries were intentionally excluded from this total.
51.6% Product Research & Quote Conversations
More than half of audited conversations centered on product research and quote requests, while 25.4% involved parts and maintenance and 23% focused on dealers, manuals, and other support needs.
Turning Website Conversations Into Sales-Ready Opportunities
Morse Manufacturing’s AI Concierge demonstrates how conversational AI can become an active part of the sales process. By combining technical product knowledge with intelligent qualification and escalation, the website can help customers get answers faster while giving the sales team better-prepared opportunities.
Site-Seeker helps organizations build AI experiences around real business processes—not simply add another chatbot to their website.
Our Insights & Strategy
Building an AI Agent That Gets Smarter With Every Conversation
The goal wasn’t simply to make information easier to find. We wanted to create an AI-driven experience capable of understanding technical needs, guiding buyers toward the right solution, and recognizing when a conversation should transition from customer support to sales.
AI Agents Need Active Management
Even a well-trained AI system will encounter unexpected questions, unusual terminology, and information gaps. Regular conversation auditing gave our team visibility into real customer behavior and allowed us to continually strengthen the agent’s knowledge and responses.
Product Discovery Is More Valuable Than Simple Q&A
Customers rarely arrive knowing the exact Morse model they need. Instead of requiring users to understand the catalog themselves, the Concierge gathers requirements conversationally and uses those details to narrow the available options and recommend appropriate equipment.
Qualification Should Reduce Noise for Sales
Not every website conversation should become a lead. The system was designed to distinguish between general research and genuine purchase intent, allowing routine questions to be handled autonomously while escalating the strongest opportunities to Morse’s sales team.
Execution
From Product Discovery to a Formatted RFQ
Site-Seeker trained and refined the AI Concierge around Morse Manufacturing’s technical product information and real customer buying process. The resulting workflow helps guide users from their first question through product selection and, when appropriate, into a structured sales handoff.
Guide the Technical Discovery Process
The Concierge asks questions that help clarify a customer’s application and requirements instead of immediately pushing them toward a sales form.
For example, a customer searching for a forklift-mounted drum handler could specify the type and weight of drum being handled, how the equipment needs to operate, and whether the operator must remain inside the forklift.
The AI can then use those requirements to narrow the catalog and recommend equipment suited to the application.
Recommend Products and Accessories
Product recommendations can extend beyond the primary piece of equipment. During one audited conversation, the agent identified the appropriate forklift drum handler and discussed accessories relevant to the customer’s requirements, including remote operation, enhanced visibility, and power options.
This turns the experience into a guided technical consultation rather than a simple website search.
Automatically Create the Sales Handoff
Once a visitor demonstrates strong purchase intent and completes product discovery, the AI can generate a structured quote request for the Morse sales team.
Instead of receiving a raw chatbot transcript, sales receives an actionable summary containing information such as the customer’s intended application, major requirements, recommended model, relevant accessories, topics discussed, and requested next steps.
By the time a salesperson becomes involved, much of the preliminary discovery has already been completed.
The qualified conversations reviewed during the audit included requests spanning multiple highly specialized Morse products and applications. In each case, the AI helped gather technical requirements, navigate the available equipment, and determine the appropriate next step.
By combining the technical knowledge of Morse Manufacturing’s catalog with ongoing conversation auditing and intelligent lead qualification, the AI Concierge operates less like a website widget and more like a dedicated member of the sales team—answering routine questions, guiding complex product discovery, and delivering better-prepared opportunities around the clock.
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