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Helpfeel

Cancellation Inquiries Down 80%: Hamee's Search-Log-Driven EC Support Model

Hamee Co., Ltd.

E-Commerce / Consumer Hardware & Accessories1-500 employeesCustomer Support

Hamee Co., Ltd.

At a glance

  • 40% self-resolution rate within one month of launch
  • Scaled through 4-5x sales growth with no added support headcount
  • Cancellation inquiries cut 80% (≈200/month → ≈40)
  • Inquiry rate dropped from 5-6% to 4%; return-shipping costs eliminated

Hamee builds and sells consumer brands end-to-end, including the iFace smartphone-accessory brand and Pixio gaming monitors, with a US-market global business and a Gen Z focus. When a fan-culture boom and expanded color lineup pushed gaming-monitor inquiries from 100-200 to ~1,000 a month, a 1-2 person team started missing its same-day-response KPI.

The Challenge

For phone cases, the huge range of compatible models made wrong-model purchases common — generating ~200 cancellation inquiries a month.

Why Helpfeel

Search that resolves vague, casual queries.

Ongoing post-launch improvement proposals.

Low lift: Helpfeel structured the articles from existing FAQ content — live in ~1.5 months versus a planned 3.

What They Did

Linked warranty-claim and cancellation forms directly from FAQ articles so customers complete the task themselves.

Used search logs — which surfaced "cancellation" as a consistent top term — to build internal consensus and ship a new self-service workflow within a month.

Deployed real-time FAQ surfacing inside the inquiry form, guiding self-resolution up to the moment of submission.

Results

A 40% self-resolution rate within one month let Hamee absorb 4-5x sales growth without adding staff. Cancellation inquiries fell 80%, eliminating post-dispatch return-shipping costs that had run up to 3x normal delivery cost. Organic search now drives 50-70% of FAQ traffic, with early signs of articles being cited by generative-AI tools.

Looking Ahead

Hamee adopted Helpfeel Agent Mode to unify product pages, FAQs, and manuals — improving satisfaction across the entire purchase journey, not just post-purchase support.