As a premium furniture company, woodboom's bestseller is a €1,500 bed, a premium-priced product that needs some explaining. Before buying, its customers asked an average of 7 questions, mostly via email. This could easily take 2-4 weeks. Many potential buyers got lost on the way and ended up choosing different, more accessible solutions. However, a strength of woodboom as a Berlin-based, family-owned business has always been the customer-centric style of communication and the ability to convince and win back customers with empathetic conversations. Email and website did not seem to be the right channels to maintain these close connections in the long run.