At Tryg we have used bmetric for several years. In part to gain insight as to why customers are calling, so we can offer better help, faster; and in part to make sure that our user experience is the best possible across channels, whether you want to buy online or talk to our sales department. bmetric has always delivered swift and high-quality service.Call-Tracking + Contact Personalisation
Most service calls never needed to be calls.
Every service-intent visitor that ends up in your phone queue costs your business an order of magnitude more than the self-service path your website already supports. The same static contact page sends sales visitors and service visitors down the same expensive route.
bmetric makes the channel decision for you in real time — service questions to self-service, bots, or scheduled callbacks; sales-ready visitors left on the channels that convert them.
Trusted by leading European enterprises
Up to 0 Fewer service calls reaching your agents — when channel routing is deliberate
0 Calls and leads handled for clients in 2025
0 Visitor sessions analysed for clients in 2025
Your contact options are shaping your business, whether you planned them or not.
Every phone number, chat widget, and contact form on your website sends a signal to your visitors about how you want them to reach you. If those signals are not deliberate, the result is predictable. Sales-ready visitors get stuck in service queues. Service-intent visitors call your sales line. Your most cost-effective channels sit unused.
Most businesses treat contact options as static links in a footer. But the channel a visitor sees shapes whether they call your service desk, submit a sales lead, or abandon your site entirely. The cost of showing the wrong contact option is real. It just rarely gets measured.
Deflecting service calls is the practice of choosing which contact channel to show, to which visitor, at which moment, based on their intent, your business priorities, and what the data says actually works. It is the difference between a website that generates contacts at random and one that generates the right contacts in the right channels.
How it works
Every visitor gets a decision. Not a default.
bmetric runs the same five-step loop for every session — reading intent signals, selecting the right deflection channel, routing service visitors away from the sales queue, and feeding every outcome back to the start.
Read
Session behaviour, page context, CRM status, and queue capacity scored in real time.
Decide
Service question or sales signal? Threshold checked before anything is shown.
Engage
Self-service link, bot handoff, scheduled callback, or FAQ prompt surfaced at the right moment.
Route
Service-intent visitors directed to the cheapest channel that resolves their question. Sales-intent visitors left alone.
Learn
Resolution outcome recorded and fed back. Next visitor with the same intent gets a sharper answer.
Outcomes feed back to Read, and every cycle gets smarter
What deflection is worth, in plain numbers.
These defaults reflect typical inputs across our projects. Adjust them to match your business — the result updates as you do.
ROI Calculator
Adjust each input to match your own numbers. The projection updates as you do.
5-year saving 0
Annual service contact cost
The defaults are conservative anchors based on the projects we run. Scale each input to your own traffic, contract value, or team size — the result moves with your business.
The right channel. For the right reason.
bmetric matches each visitor to the right channel, at the right moment, based on the full picture.
- Intent-weighted decisions. Service signals and sales signals scored separately against historical conversion patterns.
- Every deflection channel in play. Self-service links, bot handoffs, scheduled callbacks, and FAQ prompts all available.
- CRM and CDP aware. Existing customers with open tickets see status updates, not new contact forms.
- Capacity-aware routing. When service lines are saturated, visitors are automatically routed to async channels.
- Every outcome tracked. Each deflected contact tied back to the page and session that generated it.
Less volume on the wrong channels. No disruption for the right visitors.
Deflection should never cost you a sale.
A visitor on your pricing page asking about coverage is a sales conversation, not a service deflection. A returning customer browsing renewal options is a retention moment, not a chatbot handoff. bmetric reads the full session context and only deflects when the data says the visitor wants a service answer, not a sales conversation.
Your sales pipeline stays intact. bmetric draws a clear line between service-intent visitors and commercial-intent visitors, and never crosses it.
Talk to an expertLive demo
Same website. Different routing.
bmetric reads intent signals, routes each visitor to the right channel, and records every outcome. Select a visitor type to see the decision.
Three technologies.
One deliberate deflection strategy.
Routing service visitors to the right channel requires a decision layer, a delivery layer, and an attribution layer working in concert.
Contact Orchestrator
The decision layer that reads visitor signals in real time and determines which contact option — or no contact at all — each visitor should see.
Learn moreContact Builder
Build and deploy self-service prompts, scheduled callbacks, and bot handoffs in any format, without developer involvement.
Learn moreCall-Tracking
The attribution layer that ties every inbound call back to its originating page, campaign, and session. Tells you whether service call volume is falling and sales calls are rising.
Learn moreEvery deflected contact, routed to the system that handles it.
Whether a visitor is handed to a chatbot, a self-service portal, or a scheduled callback queue, bmetric connects to the systems already running your contact centre. No custom integration work. No data silos.
See all integrationsWorks within consent limits.
Not around them.
Over 30% of visitors decline tracking cookies. bmetric’s privacy mode lets you continue capturing leads and measuring contact performance for these visitors. Attribution stays complete. Your organisation stays GDPR compliant.
What our clients say
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Understand what each contact was worth. Feed those outcomes back into your contact strategy automatically.
Learn moreBuild your contact strategy.
We’ll help you implement it.
A contact strategy is the foundation that makes personalisation work. Without one, you are deciding which prompts visitors see without knowing why. With one, every contact option on your website serves a deliberate purpose. bmetric has published a framework to help you get started, covering four key dimensions: defining KPIs per channel, mapping company priority against customer preference, assessing visitor intent through data signals, and applying the strategy through testing and iteration.
Contact Strategy: A Starting Point
Our step-by-step framework for building a contact strategy from scratch.
Download PDFWebsite Real Estate
How to use widgets, overlays, and pop-ups the right way.
Read articleConnecting Online and Offline Journeys
Webinar on bridging the gap between digital and human interactions.
Watch webinarPerspectives
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Ready to see it?
See where service calls are slipping through on your own website.
Book a demo and we’ll show you which visitors are reaching the wrong channels, where service calls are costing you most, and how bmetric turns static contact pages into intent-driven decisions.
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“When sales talks to buyers and service talks to customers, both queues move faster.”
Mads-Emil · CEO, bmetric