In&motion's Connected Airbags Deploy in 60 Milliseconds. In Annecy, a Customer Service Like No Other.

At the customer service department — which handles thousands of tickets per year and employs twenty people — requests must be tracked promptly, with a global overview. Ino CX was chosen for this purpose, integrated with Zendesk.

One hundred and twenty thousand athletes, motorcyclists, cyclists, horse riders… can protect their lives and bodies thanks to the connected airbags of a particularly innovative company based in Annecy: In&motion. The company wanted to centralize its customer interactions on a single tool, paired with Zendesk. After consultation, they selected Ino CX. Bastien Eyme, Head of Customer Relations, explains the reasons behind this choice.

What were — and still are — your customer service challenges that led you to consult vendors in 2025? 
Bastien Eyme: We wanted to centralize all our customer interactions on one single tool (Zendesk), enabling a 360° view from the first point of contact, regardless of the channel chosen by the customer (phone, contact form, local store). We also needed to make this data accessible and route tickets across the different countries where we operate: France, Italy, Germany, Spain, and the United States.

The Customer Care team, which employs twenty people and handles the various telephone flows, therefore needs to be able to easily create localized phone numbers.

Since our product is a safety device, there is a real need to be responsive to our users — whether for getting an airbag back in service after a fall or accident, or for helping them understand and use the product. This explains the logic behind the automatic callback feature.

The final requirement was genuine flexibility in the technical configuration offered by the telephony tool, in order to accommodate the varying distribution of call volumes across our different markets.

Why did you choose Ino CX, and which other vendors did you consult? 
BE: Aircall, Ringover, Diabolocom, and Ino CX were all considered, based on recommendations from users with similar needs within my Customer Care community (a Slack community of customer service experts from all types of companies). Ino CX and Diabolocom were quickly shortlisted. Our final decision was based on three criteria: compliance with our technical specifications, the stability of the solution, and the ability to cover our international needs (four or five local-indicator lines per country, adjustable queue weighting based on language and advisors, ability to trigger automatic callbacks if a customer has been waiting more than two minutes). Future development possibilities were also taken into account, such as click-to-call from a chatbot, for example. Ino CX has a well-documented API that can be integrated with our tools to support the developments planned for the coming years.

But the quality of the commercial relationship was very important too, with access to technical experts who validated our "target setup" and highlighted any potential complexities to anticipate.

What is the volume of contacts handled by customer care, what are the contact channels, and what are the most frequently asked questions? 
BE: We handle several thousand tickets per year; 40% by phone, 50% via contact forms, and 10% via social media. The most frequently asked questions relate to: help with setting up and using the airbag vest (which detection algorithm mode to choose depending on the use case); how the detection algorithms work; and accounts shared after airbag deployment. Nearly 10% of our incoming contacts are messages of thanks sent to the teams, for lives saved or injuries avoided. Every day, on average, twenty falls are "covered" by our airbags.

French Tech and Decathlon collaborate with In&motion

"Innovation comes down to 60 milliseconds. That's how long it takes this smart airbag to deploy and protect the spine. When Decathlon teams up with In&motion to make one of the most advanced portable airbag technologies on the market more accessible, I find that absolutely brilliant! It's a concrete step forward, and one that can change lives." — Gary Anssens, Founder of Alltricks

Note: Cover photo: In Annecy, where the company is based and operates across multiple countries.