FreshdeskThe company
Innr Lighting B.V. is a smart lighting company based in Hilversum, the Netherlands. It makes Zigbee smart bulbs, LED strips, luminaires, outdoor lights, smart plugs and controls that work with Philips Hue and other Zigbee bridges. It sells direct from innr.com, with free delivery in the Netherlands, Germany and Belgium on orders above a minimum value, and through Amazon and retailers. Support runs in Freshdesk.
The problem
Smart lighting is still new to most people, and a lot of the questions are about setup: which bridge do I need, why will this bulb not pair, does it work with Alexa, why do the lights keep dropping off. Customers write in Dutch, German, English and French, and the answer is usually in the help center already.
The inbox also fills up with mail that is not a customer at all: marketplace order notifications, courier updates, review platform digests, supplier pitches. Before anyone could draft a reply, someone had to sort the real questions from the rest.
How it runs
Innr connected Freshdesk to eesel in May 2026 and started drafting for real in July. eesel reads about 1,500 help center articles and past tickets from Freshdesk plus a set of files the team wrote, and follows the team's instructions on tone, language and what to hand over.
- It wakes on a new ticket and on a ticket update, with a filter in front of it. Tickets filed under marketplace, courier, review or internal types are skipped, as are emails from the team's own domain and sales pitches. Anything from a real customer asking for help is processed, even if the ticket type is empty.
- It always searches the help center before drafting. If the help center does not cover it, it says so and hands over rather than guessing.
- The reply is a draft in an internal note. A person sends it. In a few cases in the month it replied directly.
- Language is matched to the customer. German replies use the formal "Sie" in every sentence and a first name greeting. A customer who writes in English gets English, whatever their country.
- A lamp that stops working after days or weeks is treated as a hardware issue, not a setup problem: one quick test, then the return process, asking for the order number as proof of purchase.
- Every Monday morning it pulls in the past week's question, return and replacement tickets from Freshdesk, so what the team answered last week is in its knowledge this week.
Next steps
Every reply today is a draft that a person reads and sends. Innr is working closely with eesel's engineering team to move part of that queue to fully autonomous replies, refining the drafts until they can go out on their own for a chosen set of topics and ticket types. Everything outside that set stays with the team.