How inMusic's AI assistant "Riff" transformed global customer support
inMusic, home to world-renowned brands like Akai Professional, Numark, Denon DJ, and Moog, transformed their customer support with ChatLab's AI-powered chatbot. By integrating seamlessly with Freshdesk, "Riff" now handles over 35% of support traffic instantly, reduced first response times by 46%, and achieved an all-time high CSAT score of over 90%.
of support traffic resolved instantly
faster first response time
CSAT score (all-time high)
chatbot conversations per month
Company:
inMusic is a family of leading music technology and consumer electronics brands.
Brands using Riff:
Region:
Global
Industry:
Music Technology & Consumer Electronics
Use case:
Customer support automation with Freshdesk integration
Implementing ChatLab at inMusic
This case study details how inMusic implemented ChatLab's AI chatbot-nicknamed "Riff"-to automate customer support across their global operations, and later extended its capabilities with a seamless Freshdesk integration.
The challenge
As a global company with multiple world-renowned brands, inMusic faced significant support challenges: high volumes of repetitive inquiries across different time zones, the need for multi-language support, and long queues during peak hours. Their small support team was overwhelmed with basic questions about shipping, order status, and product specifications-leaving less time for complex technical issues that truly required human expertise.
The team spent over a year testing various AI solutions-both native within Freshdesk and external-but none quite met their expectations in terms of intelligence and quality. Many tools struggled with the technical depth required for music technology products, or failed to deliver the empathetic, human-like experience inMusic wanted for their customers.
The goal: 24/7 global support with a human touch
inMusic wanted to implement a 24/7 support solution that would provide total global coverage in all major languages-all while delivering an empathetic and "human-like" experience. The goal was to reduce wait times on open support enquiries and increase customer satisfaction (CSAT).
The solution: ChatLab AI chatbot
Today, Riff helps to answer and triage all incoming support enquiries, whether pre-sales or technical and after-sales questions. This solution has helped separate queries which need to be answered by human specialists from those that can be answered immediately.
Powered by a comprehensive technical knowledge base
At the core of Riff's effectiveness is a rich technical knowledge base-the same help center that customers can browse themselves. Riff has been trained on over 2,700 sources - including product manuals, knowledge base articles, and product pages - covering specifications, troubleshooting guides, firmware updates, and technical documentation across all inMusic brands.
When a customer asks a question, Riff doesn't just provide a generic answer-it searches this knowledge base to find the most relevant article and guides the user directly to the solution. This means customers get accurate, brand-specific answers backed by official documentation, not hallucinated responses.
Why Freshdesk integration was critical
Freshdesk is the central hub for all of inMusic's support operations. In order to deliver a seamless experience, they needed to build a hand-off process to their human support team. A direct integration was essential to ensure both customers and agents have a positive experience.
How the integration works:
- Riff responds and diagnoses - collects relevant information and exhausts basic troubleshooting steps
- Escalation when needed - if the issue can't be resolved through chat, Riff escalates to a human agent
- Automatic Freshdesk ticket - a ticket is created with complete conversation summary, giving agents instant context
According to inMusic, the most valuable aspect of this setup is "the ease of use and streamlined hand-off between chat and support ticket."
Tangible benefits from using Riff
Smarter escalations, less back-and-forth
Riff exhausts all basic troubleshooting steps and collects relevant information upfront. When escalation is needed, it automatically creates a Freshdesk ticket with a complete conversation summary - giving agents instant context to deliver a personalised response without going over old ground.
Faster responses, happier customers
Riff provides instant responses 24/7 in the customer's language. For issues requiring human attention, first response time has dropped by 46%. The feedback from agents has been incredibly positive - they can finally focus on complex cases that truly need their expertise.
"We're seeing far fewer customer-agent exchanges overall. This allows our team to jump straight into delivering a personalised response, without going over old ground."
What customers say about Riff
Direct quotes from post-service surveys show how ChatLab's solution exceeds user expectations and pairs seamlessly with human support:
"I got to say also that your AI support is well educated and I was astonished how smoothly and professional the conversation went."
"The AI response worked better than I thought and led by the end to a real support assistant taking over. The issue was resolved within 48 hours as promised."
"Great support from the AI bot and then from the Customer Experience Advisor."
"AI chat support is very precise."
"Extremely good support and very prompt. Your automated chatbot also seems to be working rather well."
"Excellent customer experience! Knowledgeable, helpful staff, timely responses, no time wasted with form-filling nonsense. The team was 11/10, best I've had in recent memory."
Results in numbers
According to inMusic internal support metrics:
- 2,700+ knowledge sources (manuals, articles, product pages)
- 14,000+ chatbot conversations per month
- 35%+ of support conversations resolved instantly through chat
- 46% reduction in average first response time
- Agent first response time now under 8 business hours
- CSAT peaked at over 90% - an all-time high
- Fewer than 1 in 5 conversations require a ticket via Freshdesk
Implementation: from testing to live in 2 weeks
After a year of unsuccessful trials with other solutions, ChatLab stood out immediately. inMusic was able to set up, beta test, and go live within just 2 weeks. The simplicity of the user interface and the immediate results made all the difference.
Any improvements that were needed could be done quickly and easily, without moving away from the live instance and having to work with a sandbox environment. The ChatLab support team provided personal and quick responses that helped move the project forward without delay.
"With ChatLab, we were able to set up, beta test, and go live within 2 weeks. It felt right, and we saw immediate results."
The bottom line: 35% of conversations resolved instantly, less than 20% require a support ticket, 46% faster first response time, and CSAT at an all-time high of 90%+. For inMusic, that means happier customers and a support team that can finally focus on what matters - complex technical issues that truly need human expertise.
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