70+ Monthly Inquiries Prevented: How DAC's Internal Helpdesk Scaled Without Adding Headcount

Digital Advertising Consortium Co., Ltd.

Digital Advertising / Marketing·501-1,000 employees·Internal Helpdesk

70+ Monthly Inquiries Prevented: How DAC's Internal Helpdesk Scaled Without Adding Headcount

At a glance

• Prevented 70+ inquiries per month on average despite user base growing by 100+
• ~70% of users rated the system 'easy to use' in internal survey
• 300+ FAQ pages consolidated to 230 well-maintained pages
• Search hit rate improved further within 5 months of go-live

The Challenge

Digital Advertising Consortium (DAC), a leader in digital advertising and marketing solutions since 1996, runs a 5-person internal helpdesk serving more than 2,000 users across the organization and group companies. The team fielded over 1,000 inquiries per month covering PC malfunctions, software updates, and hardware replacements. Many questions were repetitive, and volumes spiked during new employee onboarding, personnel transfers, and company-wide hardware rollouts.

The company had run an internal FAQ using a third-party service since 2013, but it never functioned effectively. Weak search performance made it hard for employees to find answers. On the management side, creating and updating articles was cumbersome and slow, causing new information to be published late and outdated content to go unmaintained. There were no clear standards for what content to create or who owned updates. The result was a vicious cycle: users found it faster to ask the helpdesk directly rather than search the FAQ, and the helpdesk staff found it faster to answer directly rather than maintain the FAQ. The FAQ was never updated, and the burden on the team remained unchanged.

Why Helpfeel

The helpdesk team first explored introducing an AI chatbot to automate operations, but that approach required significant effort to develop and refine scenario scripts. They shifted focus to replacing the existing FAQ with a system that offered better usability for both end users and administrators while allowing existing content to be migrated and reused.

Helpfeel's search performance was the standout quality. The first time the team tested a demo, they were struck by how instantly and accurately the right pages appeared across a wide variety of search terms. The speed was genuinely surprising. The quality and proactiveness of Helpfeel's content improvement proposals and hands-on support provided strong reassurance, and together these factors led to the decision to replace the existing system.

DAC also requested a page design customization. For system-related inquiries, FAQ pages often function as step-by-step operational manuals. When related administrative procedures on separate pages also needed to be referenced, links buried at the bottom of a page were easy to miss. Helpfeel adjusted the design so that related links appear in the first visible area of the screen (above the fold), ensuring users notice them immediately.

What They Did

• Consolidated more than 300 FAQ pages down to approximately 230 during migration, with Helpfeel's web directors and technical writers identifying and merging overlapping content
• Customized page design to display related links above the fold for better visibility on procedure-heavy pages
• Partnered with Helpfeel's customer success team on data-driven content additions, with concrete metrics driving each improvement and collaborative co-creation and review

Results

Since deployment, the number of users including group company employees has grown by more than 100 people, yet inquiry volumes have not increased. In proportional terms, the monthly inquiry count has been held down by approximately 70 inquiries relative to what would be expected given the user growth. Comparing month-over-month against the same months in the prior year, the reduction ranges from a minimum of 30 inquiries in lower months to more than 100 inquiries in higher months. Meaningful results are being achieved even as the user base expands.

An internal survey conducted 3 months after deployment found that approximately 70% of respondents rated Helpfeel as "easy to use." When asked what specifically made it easy, comments included "even with vague search terms, I quickly find the answer I need" and "query suggestions appear while I'm still typing." The feedback was consistently positive.

Within 5 months of migrating to Helpfeel, the search hit rate improved further beyond the already-strong baseline at launch. The helpdesk staff's operational burden has been substantially reduced. Recent company-wide changes, including a mass smartphone replacement rollout and significant shifts in working styles and infrastructure, have been navigated smoothly, with employees resolving issues themselves and reducing the load on the support team.

"Since deployment, the number of users including group company employees has grown by more than 100 people, yet inquiry volumes have not increased."

Mr. Nuno, Information Systems Division

Looking Ahead

Currently the FAQ content is centered around information systems topics. Going forward, the team wants to expand coverage to include other departments that handle internal inquiries, ultimately making Helpfeel the single destination where any question in the organization can be answered.

In alignment with DAC's corporate mission, "Empowering the digital future," the long-term goal is to reach a state where 100% of users turn to Helpfeel first whenever a work-related question arises, creating an environment where issues are resolved quickly and efficiently.

“Since deployment, the number of users including group company employees has grown by more than 100 people, yet inquiry volumes have not increased.”

— Mr. Nuno, Information Systems Division