As a premium furniture company, woodboom's bestseller is a 1.500€ bed, a premium-priced product in need of explanation. Before buying, their customers asked an average of 7 questions, mostly via email. During this process that 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 in empathetic conversations. Nevertheless, email and website did not seem to be the appropriate channels to maintain these close connections over the long run.