Bicycle manufacturing · Advice and lead agent
vanRaam: a customer service agent in six languages that led to a new product
Published · Updated
vanRaam builds adapted bikes and tricycles that help people keep cycling and stay independent. On its website, a BeeManaged agent holds the first conversation with visitors in six languages: Dutch, English, German, French, Danish and Italian. The agent answers product questions, helps people work out which model suits them and points serious buyers to a test ride at their nearest dealer. Depending on the conversation it creates a lead in Microsoft Dynamics, updates an existing contact, hands a task to the right dealer or starts the follow-up for a brochure or a test ride. The agent also reads every conversation back and groups them into themes. One of those themes became a product: the analysis showed that many customers wanted to take their pet along on the Thuja, and vanRaam now makes a dedicated pet add-on for it. BeeManaged runs the agent as a managed service and adjusts it every month.
The question
vanRaam sells a wide range of adapted bikes through dealers in several countries. The website had a static product finder. That works if you already know what you need, and much less if you are still figuring out which bike fits your body, your route and your confidence on the road.
vanRaam wanted every visitor to be able to have that conversation in their own language, and wanted the serious ones to reach sales or a dealer with the context of the conversation.
What we built
- A conversational agent on the vanRaam website in Dutch, English, German, French, Danish and Italian, replacing the static product finder.
- Product advice based on vanRaam's own product data and support information.
- Routing to a test ride and to the nearest dealer.
- Actions in Microsoft Dynamics that depend on the conversation: a new lead, an update to an existing contact, a task for the dealer, a brochure workflow or a test ride follow-up. One conversation can trigger several of them.
- A recurring analysis that groups all conversations into themes the team can act on.
What changed
The agent does the obvious work well: it answers questions and moves buyers toward a test ride. The larger value turned out to sit in the conversations themselves.
The clearest example is the Thuja, vanRaam's electric tricycle. The conversation analysis showed that many customers wanted to take their pet along. vanRaam acted on it and now produces a dedicated pet add-on for the Thuja: a product that came straight out of what customers told the agent.
Other themes shaped the chat and the campaigns. Most people do not ask about specifications; they want reassurance about which model fits them and whether it will feel safe. A second group wants more stability without feeling they are giving up their independence. And the step that most often stood between interest and a sale was finding the nearest dealer quickly enough.
How we manage it
Every month we review the conversations, update the agent when products or dealers change and report the themes that came up, so the next product idea does not have to wait for a yearly survey.
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