90% Fewer Human Inquiries: How Kirin Beer's Frontline Built an Internal Knowledge Hub with Helpfeel

Kirin Beer, Ltd.

Manufacturing·1,001+ employees·Internal Helpdesk

90% Fewer Human Inquiries: How Kirin Beer's Frontline Built an Internal Knowledge Hub with Helpfeel

At a glance

• Human inquiries cut 90%, from ~240/month to ~30/month
• 20,000 monthly searches, scaling support ~80x
• Role transformed from inquiry handler to digital operations specialist

The Challenge

Kirin Beer's Business Support team was drowning in email. As employment styles diversified and internal systems grew more complex, the volume and difficulty of questions steadily increased. The COVID-19 pandemic accelerated the shift: casual hallway help evaporated, and all questions converged on a centralized "Concierge Desk." A 2.5-person team fielded approximately 240 to 250 emails per month, covering everything from HR policies to PC troubleshooting.

The information already existed on the company intranet, but employees couldn't find it. A culture of "it's faster to just ask" took root. For Yuko Aiura, who staffed the desk, the psychological toll was severe. The constant standby mode, the compulsion to reply immediately, and the unpredictable arrival of each next question created mental strain. She proposed a direct solution: replace human effort with a system, so everyone could be happier.

Why Helpfeel

Aiura evaluated FAQ systems and chatbots at industry exhibitions. Her top priorities were search speed and ease of use. Frontline salespeople work in a world where every second counts. A chatbot that requires multiple conversational exchanges doesn't match their pace. Helpfeel's instant search, where answers appear the moment you type, was exactly what the team needed.

Given Kirin's scale, IT literacy varied widely across the workforce. The team deliberately kept less tech-confident employees in mind. A tool that only enthusiasts would adopt was not viable. The system had to be intuitive enough to operate without instruction, simple enough to be accepted by anyone. Helpfeel's single search box, combined with intent-prediction that handles vague phrasing and typos, met that non-negotiable condition.

The ability to answer extremely rare, long-tail questions was equally critical. If an employee searches once and finds nothing, they won't try again. Confident that Helpfeel could win in that one-shot encounter, the team committed to implementation.

What They Did

• Frontline-led ownership: The team, rather than IT, drove the implementation, ensuring the system reflected deep firsthand knowledge of the work.
• Pre-built comprehensive content: Multiple years of human inquiry logs, including one-time-only questions, were converted into articles before launch, prioritizing first-time success experiences.
• Visual identity: Banners, icons, and color choices were customized to evoke the feeling of working at Kirin, creating an internal hub employees would feel affectionately toward.
• Pre-release with administrative staff: A one-month pilot with several dozen admin staff across offices built the system together, incorporating feedback and creating internal advocates.
• Real-time content updates: If information wasn't in the system, it was added no later than the following day. Corrections were sometimes made on the spot during meetings, demonstrating commitment through action.

Results

Monthly page views now average 20,000 searches. Before Helpfeel, human capacity capped responses at approximately 240 per month. The new system handles 20,000 searches per month, scaling support roughly 80-fold. Human-handled inquiries dropped approximately 90%, from ~240/month to ~30/month. The human-staffed Concierge Desk was closed, and all remaining inquiries were consolidated into a single form.

Employees described Helpfeel as a "mental stabilizer." Sensitive topics like compensation and leave policies are difficult to ask a manager directly. Self-service search means employees who previously left uncertainties unresolved can now find answers themselves, contributing to an improved workplace environment.

For Aiura, the change was transformative. Freed from the constant psychological burden of standby inquiry handling, she now spends time on creative work. Her motivation increased, and she went on to lead multiple other system implementations, earning internal recognition as "the person who knows systems." She transformed from inquiry responder to someone who solves problems through systems.

"Helpfeel is not simply a tool for reducing inquiries. AI technology and genuine human support, working together as two wheels of the same vehicle, it's a partner that supports our work and drives our organization's evolution."

Yuko Aiura, Business Support, Marketing Division

Looking Ahead

Helpfeel has embedded itself across the company. Initially targeting the sales division, usage has spread to approximately 2,000 employees, essentially all staff outside manufacturing. Expansion has been driven by other departments requesting that their own information be included. The good experience spreads internally, generating new content requests and use case consultations, which increases comprehensiveness and drives further usage, a virtuous cycle.

The team is committed to continuously sharpening the freshness and accuracy of information, ensuring Helpfeel remains the natural first instinct. The goal is to establish Helpfeel as a robust information foundation where everyone is confident that "if you check here, you'll be fine," even through organizational changes and policy revisions.

“Helpfeel is not simply a tool for reducing inquiries. AI technology and genuine human support, working together as two wheels of the same vehicle, it's a partner that supports our work and drives our organization's evolution.”

— Yuko Aiura, Business Support, Marketing Division