How BE Group improved customer experience and gained €400,000+ in lead revenue with Serviceform
“Before Serviceform, tracking the content and value of leads was difficult and often required a lot of manual work. Now, the tools give us clear visibility into the monetary value of our leads. Combined with the flexibility and customer-friendliness of the platform, Serviceform has helped us generate between €400,000–€800,000 more in lead revenue.” — Riku Rautio, Marketing Manager, BE Group
Riku Rautio
Marketing Manager, BE Group
Experts in steel with a knack for tech
BE Group is one of the Nordics’ leading suppliers of steel, stainless steel, and aluminum. From its base in Malmö, Sweden, the company serves customers across Sweden and Finland with both trade and production services.
In Finland, Marketing Manager Riku Rautio is tasked with driving both marketing and e-commerce growth. While BE Group had plenty of traffic and customer interest, the tools they relied on made it hard to track which leads brought real business value. Forms collected names and details, but they offered little flexibility and almost no insight into what those leads were actually worth.
Turning forms into conversations
Riku’s team introduced Serviceform to simplify and modernize how customers interact online. Instead of relying only on rigid forms, visitors could now choose between chat or forms, both connected into the same system.
The result was a smoother experience for customers and far less manual work for the team. Leads could be qualified and tracked more easily, and the data finally showed which opportunities were driving revenue.
"The customizability of Serviceform’s tools is much better than what we used before. They’re more customer-friendly and make it far easier for us to measure results."
€400,000+ in revenue
The impact soon became measurable. With Serviceform, BE Group estimates between €400,000 and €800,000 in additional lead revenue.
But the real difference, Riku says, is visibility:
"With our old tools, proving the value of leads was difficult. Serviceform clearly shows us the monetary value of our leads, which helps us connect marketing activity to real business results."
This clarity has given the marketing team more confidence in their decisions while offering customers a faster, more engaging way to connect.
Simple to use, powerful in results
For BE Group, adopting Serviceform was straightforward. The tools were quick to implement, easy for the team to manage, and well supported by Serviceform’s customer success team.
"The tools are unified from the customer’s perspective and easier for us to manage internally. Customer-friendliness and user experience have certainly improved. And whenever I’ve needed help, support has been fast and reliable."When asked if he would recommend Serviceform, Riku’s response was simple:
“Serviceform provides chat and form tools for websites covering both bots and live chat. Yes, I would recommend them.”
About BE Group
BE Group is a trusted name in steel, stainless steel, and aluminum products and services across Sweden and Finland. With decades of experience, the company combines technical know-how with modern digital solutions to help its customers optimize production and stay competitive. By working with Serviceform, BE Group has been able to extend this commitment to efficiency and customer service into its digital sales channels as well.
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