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Helpfeel

From 2,000 Inquiries a Month to Under 200: How a Streetwear Retailer Cut Contacts by 90%

B's International Co., Ltd.

E-Commerce / Apparel (Streetwear)1-500 employeesCustomer Support

B's International Co., Ltd.

At a glance

  • Monthly inquiries reduced from a peak of 2,000 to under 200 — less than one-tenth
  • First-contact resolution rate improved from the 70s to 90%
  • Team freed to shift from reactive support to proactive customer success

B's International runs the EC and retail operations for streetwear brands including XLARGE, X-girl, MILKFED., and SILAS. A four-person team was drowning in up to 2,000 email inquiries a month — routinely carrying work into the next day under constant exhaustion.

The Challenge

The questions were overwhelmingly operational (delivery status, payment, how-to), and each took multiple back-and-forth emails to resolve. The legacy FAQ had no search box — customers had to manually browse categories, a non-starter for a customer base of teens and twenty-somethings who search in casual, everyday language ("when does it arrive?" not "delivery lead time").

Why Helpfeel

Helpfeel's intent-prediction search maps colloquial phrasing to the right answer — the exact mismatch the old FAQ couldn't bridge. Rather than incrementally patch the existing FAQ while still buried in email, the team chose a ground-up replacement.

What They Did

Migrated and keyword-tuned content; split long articles short (90% of EC customers shop on mobile).

Pinned the top 3 inquiry types — delivery timing, payment methods, shipping — directly under the search bar, with dynamic ordering. This single change produced an immediate, sharp drop in inquiries.

Redesigned the contact form with required fields so every inquiry could be answered in one reply — lifting first-contact resolution from the 70s to 90%.

Printed QR codes on store receipts linking straight to the FAQ, routing in-store post-purchase questions to self-service.

Results

Inquiries fell to under 200/month ahead of schedule. Team members previously stuck firefighting email now improve store manuals and run in-person staff interviews — and the department's mandate has shifted from reactive support toward proactive customer success and upsell.

“When customers find what they need without contacting support, their satisfaction rises and our operational quality improves too. Helpfeel changed how I spend my time.”

— Ogawa, Customer Success Department