Story
Freshworks
Imperial BrandsImperial Brands Adopts Freshworks for Customer Support
Imperial Brands, a consumer staples organization in the United Kingdom, uses Freddy AI from Freshworks to support customer support for support agents.
Value results
| Category | Value result |
|---|---|
| Productivity | Fewer stalled items because support tickets has a clear owner |
| Productivity | Handoffs in customer support sit in a shared queue instead of a mailbox trail |
| Capability | New joiners can see how customer support actually runs |
Story
Inside Imperial Brands, customer support used to depend on whoever still had the latest file. That pattern is common in consumer staples groups working out of the United Kingdom. Support agents needed a system that would still make sense after the original project team moved on.
Imperial Brands uses Freddy AI from Freshworks as the working layer for support tickets. Freshworks offers customer and employee service products, including Freshdesk and Freshservice, aimed at midmarket IT and support teams. The practical change is simple: customer support has a home, and reviews happen there instead of in a forwarded thread.
Nothing in this writeup invents a savings number. What Imperial Brands gets from Freshworks is a durable place to run customer support and a way for support agents to see the same support tickets at the same time.
