inMusic scales globally with Freshdesk
How Freshdesk insights helped CX leaders to drive success and improve customer satisfaction to over 85%
“The Customer Experience is at the forefront of everything we do. Freshdesk has provided us with the tools we need to work smarter and implement customer-centric strategies.”
Business challenge
Fragmented regional support teams using only Outlook created operational silos and inconsistent service quality across global locations
Rapid business growth overwhelmed existing infrastructure with more customer emails than the team could humanly process
High agent churn resulted from overwhelming workloads and lack of meaningful performance tracking
Business outcome
Achieved 87% reduction in first response times while increasing customer satisfaction to 84% through AI-powered efficiency gains
Analytics provided stakeholders with the visibility and tools to make educated business decisions about operations
Freshworks solutions are powered by AWS, providing a strong and scalable foundation for end-to-end cloud operations
inMusic is one of the largest manufacturers and distributors of music technology in the world, with over 20 brands including Headrush and Ion.
Media & Entertainment
U.K.
When inMusic's aggressive acquisition strategy brought them over 20 music technology brands, their support infrastructure couldn't keep pace. Passionate musicians and DJs working across isolated regional teams had no way to share knowledge, track performance, or make data-driven decisions. The company needed more than just a ticketing system—they needed visibility and a foundation for transformation.
inMusic, one of the world's largest manufacturers and distributors of music technology, serves everyone from bedroom producers to professional artists across historic brands like Akai Professional, Moog & Alesis. Implementing Freshdesk’s unified reporting and integrations played a supporting role in inMusic's leadership bold strategic moves: a complete global restructure, creation of a dedicated Customer Champion role, and integration of quality analysis tools. The results speak to the power of inMusic’s expert teams armed with the right data and tools.
Since the transformation, inMusic has slashed first response times for customer inquiries by 87%—from 76 hours to just 10 hours. Customer satisfaction rocketed to an average of 85%, hitting a peak of 90%. A strategic global restructure enabled by actionable insights saved over $500,000 in operational costs. Bill Waller, Head of Global Customer Service Operations, reflects on the company’s rapid growth: “As we’ve scaled up dramatically in recent years, we’ve had to evolve our approach and rethink our entire strategy.”
The company
inMusic is one of the largest manufacturers and distributors of music technology in the world, with over 20 brands including Akai Professional, Moog, Alesis, M-Audio, Denon DJ and Headrush, to name a few. The company serves a diverse customer base spanning complete beginners to professional artists and production studios globally.
The challenge
inMusic's growth through acquisitions created a perfect storm of support challenges. "We had offices and tech support teams in America, the UK, Germany, Japan, and Canada, but we were all running different approaches to support," explains Waller. Each region operated in isolation using basic Outlook inboxes with virtually no automation, just a simple rule to color-code agent names for daily email counting.
While the company's agents were passionate musicians, producers, and DJs who understood their products intimately, the fragmented system prevented leadership from making informed decisions. There was no way to identify trends, measure what was working, or understand where improvements were needed. "We were receiving more emails than we could humanly answer," Waller recalls.
More critically, the lack of visibility made it impossible to leverage their distributed musical expertise effectively or make strategic decisions about team structure and resource allocation. Agent churn was high and leadership knew they needed a foundation that would enable smarter operations—not just faster responses.
The solution
inMusic's leadership knew the technology existed to work smarter, not harder. They needed a unified platform that could consolidate their fragmented regional operations, provide visibility into performance across teams, and offer the automation and reporting capabilities essential for data-driven decision making. Having reviewed different enterprise solutions, Freshdesk stood out for providing the ease of use, visibility and foundation inMusic's leadership needed to make strategic decisions. "The thing that we liked about Freshdesk was not only the really competitive pricing for the feature set that was offered, but the user interface was easy for agents to interact with." says Waller. Unlike competitors who oversold capabilities, "with Freshdesk, when we sat down, it was very apparent from the get-go that the features that we wanted were there and it would allow us to provide a great customer, and agent experience."
inMusic implemented Freshdesk within weeks. Armed with unified reporting and analytics, leadership made bold moves: a complete global restructure from territorial teams to specialized groups (Level 1 handling admin, software, and hardware; Level 2 specialists managing production, musical instruments, DJ equipment, and advanced software), and creation of a dedicated Customer Champion role for Ben Selfe to focus entirely on analyzing customer interactions and driving quality improvements. Freshdesk, powered by AWS, freed up resources previously consumed by operational chaos, making this strategic role possible.
The team leveraged integrations to strengthen their operation. Jira integration enables seamless communication between support and product teams without expensive license proliferation. Maestro quality analysis works with Freshdesk data to assign customer experience scores to every ticket and surface trending drivers. "We can now assign a customer experience score to pretty much every single ticket that we get," says Selfe, enabling the team to quickly identify whether issues require training, product improvements, or marketing adjustments. "Every negative CSAT goes to our CEO," notes Waller, reaffirming the companies dedication to providing an industry leading customer experience.
For agent efficiency, the team adopted Freddy Copilot features. The AI summarization tool proved helpful for ticket handoffs in their tiered system. “Now we're not doubling up on requests for information," says Selfe. Content generation assists Level 2 agents in creating support articles when they encounter new issues, accelerating knowledge base growth.
Impact
inMusic's strategic transformation delivered remarkable results: first response times plummeted 87% from 76 hours to 10 hours, while customer satisfaction climbed to an average 85% in 2025—reaching a peak of 90%. Full resolution times dropped from 145 hours to 97 hours, with over 90% SLA compliance.
The global restructuring delivered massive cost savings. By eliminating duplicate expertise across regions and leveraging integrations, inMusic saved over $500,000 in operational costs. Ben Selfe's Customer Champion role enables granular quality analysis across the organization, while Level 2 agents now dedicate more time to creating support content, complex troubleshooting, and thorough product testing.
As inMusic continues expanding their brand portfolio and global reach, the foundation they've built positions them to scale seamlessly. With unified data, strategic integrations, and a dedicated focus on customer experience quality, inMusic's expert team has created a support operation that grows stronger with every acquisition—proving that when skilled professionals have the right tools and visibility, remarkable transformations become possible.