Story
Freshworks
BASFBASF Extends Freddy AI Across Product Communications
BASF, a materials organization in Germany, uses Freddy AI from Freshworks to support product communications for product and growth teams.
Value results
| Category | Value result |
|---|---|
| Productivity | Fewer stalled items because customer messaging has a clear owner |
| Risk and compliance | Freddy AI is the governed place product and growth teams use for product communications |
| Capability | New joiners can see how product communications actually runs |
Story
BASF did not need another dashboard that nobody opened. It needed product communications to move. In Germany, product and growth teams already knew where customer messaging went wrong: too many copies, too little ownership, and a close process that waited on the loudest inbox.
Freddy AI from Freshworks is now in that path. Freshworks offers customer and employee service products, including Freshdesk and Freshservice, aimed at midmarket IT and support teams. The company treats it as production tooling for product communications, which is why product and growth teams live in it rather than exporting from it once a quarter.
BASF can show how customer messaging is handled today. That is the value: a repeatable way to run product communications on software the rest of the industry already recognizes.
