1.2x Member Growth, Fewer Inquiries: How Mogumo Tripled Priority Subscriptions

Oxxx Co., Ltd. (Mogumo)

Retail / E-Commerce·1-500 employees·Customer Support

1.2x Member Growth, Fewer Inquiries: How Mogumo Tripled Priority Subscriptions

At a glance

• Member count grew 1.2x while email inquiries decreased
• Priority subscription contracts tripled compared to prior year
• Response time improved to under 16 hours, down from over 20
• Zero additional headcount needed despite growth

The Challenge

Oxxx Co., Ltd.'s frozen toddler meal delivery service "Mogumo" grew rapidly after launching in 2021, quickly reaching 2,200 emails and 800 phone calls per month. The team couldn't keep pace. With just 2 staff handling email and 3-5 on phones, they routinely missed their one-business-day response target.

Their customers, busy parents juggling childcare and housework, contact support in short windows of free time after children are asleep or during lunch breaks. But the call center closed at 5 PM, and email responses often waited until the next day. The team knew their customers needed a self-service option that worked on their schedule, not the support team's. The FAQ existed, but customers weren't finding it.

Why Helpfeel

The team's predecessor selected Helpfeel based on its intent-prediction search, which surfaces relevant articles even when customers use approximate or imprecise terms. For a customer base searching in moments of distraction and exhaustion, this was critical. Case studies from similar companies that had solved comparable challenges gave the team confidence the solution would work for their audience.

What They Did

• Created visual, screenshot-based FAQ articles for common member page operations, directly addressing "how to use" questions that had previously required typed step-by-step email responses
• Pinned the "Ganbaru Kazoku Ouen Course" (Family Support Course, their highest-priority subscription plan) to the top of the FAQ homepage and frequently viewed terms section to increase awareness
• Strengthened traffic routing to the shipping fee page, which links to the priority course
• Redirected searches for specific meal quantities ("18 meals," "12 meals," "8 meals") to surface the shipping fee and course pages
• Corrected a visual similarity issue flagged by Helpfeel's Customer Success team where customers searching for "defrost" accidentally landed on the "cancellation" page

Results

Member count grew 1.2x after implementation, yet email inquiry volume decreased. The response time KPI of "within 20 hours" had been consistently missed before Helpfeel. The most recent month achieved response time within 16 hours, a reduction of more than 4 hours on average. Phone inquiries remained roughly flat at approximately 800 calls per month, and the team required no additional headcount, contributing to labor cost containment.

Staff who previously typed out step-by-step instructions in every email now simply attach a link to the relevant FAQ article, reducing handling time considerably.

The priority subscription course saw dramatic results. Contracts for the "Ganbaru Kazoku Ouen Course" tripled compared to March of the previous year. At Helpfeel launch in October 2024, this course's page accounted for just 6.9% of total FAQ page views. By December 2024, it grew to 14.6% of total FAQ traffic. By January 2025, it reached 16.7%, becoming the most visited page in the entire FAQ. This coincided with a PR push, and the combined effect was clearly reflected in membership growth.

The team has been making steady progress toward their KPI of a 9% cancellation rate, attributed to the improved self-service environment and faster resolution of issues.

"Helpfeel reduces the burden not just on the company's support team, but on customers themselves. For businesses targeting busy customers, deploying this kind of solution can strengthen loyalty and improve the overall brand image."

Ayako Yasuda, Customer Success Group

Looking Ahead

The Helpfeel Customer Success team sends detailed improvement suggestions after every monthly meeting, enabling same-day FAQ updates in the fastest cases. For Mogumo, a recently launched service with limited time and resources, the partnership continues to deliver measurable business impact while keeping the support experience simple for the parents they serve.

“Helpfeel reduces the burden not just on the company's support team, but on customers themselves. For businesses targeting busy customers, deploying this kind of solution can strengthen loyalty and improve the overall brand image.”

— Ayako Yasuda, Customer Success Group