ProPlugin’s Customer Support Transformation: 29 Channels, One Inbox
From Scattered Chats to Faster Customer Support
ProPlugin
ProPlugin is a leading retailer of audio, music instruments, and content creation equipment, serving musicians, podcasters, livestreamers, and creators across Thailand.
The brand sells across an unusually wide footprint of channels, from its own website and physical stores to all major marketplaces and social platforms, and is known for expert technical guidance on high-consideration purchases like studio mixers, microphones, and broadcast equipment.
Customers reached ProPlugin across 29 different channels, including Facebook, Instagram, LINE, TikTok, Lazada, Shopee, email and more. Admins jumped between apps, missed conversations, and had no single view of who was waiting for a reply.
Connected all 29 channels to Zaapi's unified inbox so every message, from sales questions and repair requests to livestream comments, lands in one queue with full customer context.
Conversations handled grew by 96% from June 2025 to January 2026, with no proportional growth in support headcount.
As volume scaled, average response time hit 00:12:48 and 12-hour missed conversations climbed sharply. Customers ready to buy a $2,000 mixer weren't getting answers fast enough.
Set up automated routing, instant auto-replies, and queue-based assignment so every inbound message is acknowledged immediately and organised automatically.
Average response time fell to 5:33, a 56.6% reduction. The 10-minute response rate climbed from 81.9% to 87.3%.
Reporting on conversation volume, missed messages, and admin performance was manual and reactive. Managers couldn't tell which channels or campaigns were driving the spike in inquiries.
Activated Zaapi's analytics dashboard to give managers a real-time view of conversations, response rates, missed messages, and new vs returning customers, segmented by channel and admin.
Messages sent grew by 103%, while messages received increased by 76%. With one dashboard, ProPlugin could see which campaigns and channels drove conversations, giving the team clearer insights to make better business decisions.
The Result
With Zaapi, ProPlugin replaced 29 fragmented sales channels with one unified workspace, giving its team clearer customer context and a simpler way to manage conversations. The result was 96% more conversations handled and a 56.6% faster average response time, without needing to grow the support team at the same rate.
Sjoerd V., Chief Business Development
“With 29 messaging channels feeding into one small team, managing chats across dozens of tabs used to be a real struggle. Zaapi changed that. Every message now lands in a single queue, so our team responds faster and more accurately.
AI automations, powered by a detailed, in-house curated knowledge base, handle customer questions outside working hours, giving us 24/7 coverage. Response times are down, revenue is up, and we're handling nearly double the volume with the same headcount.”
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