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Bicycle manufacturing · Lead and advice agent

vanRaam: an AI agent that turns website visitors into leads for dealers

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Employees assemble adapted bikes on the production line at vanRaam in Varsseveld

vanRaam builds adapted bikes and tricycles and sells them through a network of dealers. For a manufacturer like that, the website has one main job: turning interested visitors into leads a dealer can follow up. A BeeManaged agent now holds that first conversation in six languages. It helps people work out which bike suits them, collects brochure requests and test ride requests, and passes each lead to the right dealer. Brochure requests are the kind of lead companies are prepared to pay for; here they come straight from vanRaam's own website. In Microsoft Dynamics the agent creates or updates the contact and starts the right follow-up. As a by-product, the conversations show where the range and the website fall short. Many visitors turned out to be looking for a way to take their dog along, and that input helped shape vanRaam's new dog solution for the Thuja.

The question

vanRaam sells through dealers, so every serious visitor should end up as a lead a dealer can act on. 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 more of those visitors to become a brochure request or a test ride, in their own language, and wanted every request to reach the right dealer.

What we built

  • A conversational agent on the vanRaam website in Dutch, English, German, French, Danish and Italian, replacing the static product finder.
  • Advice that helps visitors find the right bike, based on vanRaam's own product data and support information.
  • Brochure requests and test ride requests collected inside the conversation.
  • Every lead routed to the right dealer.
  • A full-screen kiosk version of the assistant, called Robin, with a choice of text size. It works just as well on a phone.
  • Actions in Microsoft Dynamics that depend on the conversation: a new lead, an update to an existing contact, a task for the dealer, the 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 it delivers

The main result is a steady flow of leads for dealers: people who asked for a brochure or a test ride after a conversation about which bike suits them. Those are the leads companies normally pay for, and vanRaam gets them from its own website, in six languages.

Visitors get an answer straight away, in their own language, and a route to the dealer that fits their location.

Blind spots, found along the way

Because the agent reads every conversation back, it also shows what people are looking for and cannot find. Many visitors wanted a way to take their dog along. That input helped vanRaam develop a dog solution for the Thuja, its electric tricycle.

Other themes shaped the chat and the campaigns. Most people want reassurance about which model fits them and whether it will feel safe, more than they want specifications. 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 blind spot does not have to wait for a yearly survey.

All cases

What would your agent do?

Tell us which conversations take up your team's time. We come back with a scope, a timeline and a price.

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