[80% Reduction in Inquiry Handling: DX Promotion Case Study in EC Operation via AI Chatbot]

As EC sites grow, the increase in customer support load is an unavoidable issue. Especially during sales and busy seasons, routine inquiries such as "checking delivery status" and "return/exchange procedures" rob staff of precious time, resulting in lower customer satisfaction and lost opportunities. This article explains specific cases where inquiry handling was reduced by 80% through the introduction of AI Chatbots, dramatically promoting DX (Digital Transformation) in EC operations, and how to build it.

Conceptual visualization of a sophisticated digital interface displaying an AI assistant interacting with an e-commerce platform, showing glowing data nodes of customer support efficiency and automated response flows in a high-tech setting, no text.

1. Limits of "Inquiry Handling" Faced by EC Operations

For many EC operators, customer support is often seen as a "cost center". However, if this area, which is the forefront of customer contact, collapses, it directly leads to damage to the brand image. In particular, maintaining a system that responds immediately 24/7 to requests such as order cancellation and address change that "want to be solved immediately" solely by human power has limits in terms of both cost and recruitment.

A professional analytics dashboard showing a significant downward trend in manual support volume alongside a rising line of automated resolution rates, presented on a high-resolution screen in a bright office environment, no text or logos.

2. Scenario Design of AI Chatbot Achieving 80% Reduction

Simply introducing AI does not yield results. The key to success lies in analyzing past inquiry history and designing high-precision scenarios to increase the "self-resolution rate". By structuring FAQs and building a UI/UX where users can reach answers without getting lost, it is possible to dramatically improve the chatbot completion rate.

3. Performance Comparison Data Before and After Introduction

The graph below shows the trend of "manned support cases" before and after the introduction of an AI chatbot in an apparel EC site. After introduction, routine inquiries were automated, allowing staff to focus on difficult individual consultations.

4. Hybrid Handover Flow to Manned Chat

The role of an AI chatbot is not to automate all inquiries. For complex problems that AI cannot solve or complaints requiring emotional consideration, a mechanism to seamlessly escalate to a human operator is essential. This "hybrid structure" is the core of DX that achieves both efficiency and improved customer experience.

A professional team working together in a modern glass-walled office, using technology to monitor real-time data and providing personalized support, bright natural lighting, no signage or branding.

FAQ

Q. How long does it take to introduce an AI chatbot?
A. Generally, it takes about 1 to 2 months from requirement definition to scenario building and test operation. If existing FAQ data is organized, shorter introduction is possible.
Q. Is there any merit for introduction even for small EC sites?
A. Yes. For sites operated by a small number of people, interruption of work due to inquiry handling causes a greater loss. The merit of creating an environment where you can focus on core operations (product development and marketing) through automation is very large.

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Summary

Automation of inquiry handling by AI chatbots is not limited to simple cost reduction. Improving customer satisfaction through 24-hour immediate response and creating an environment where staff can focus on more creative work is true DX. The 80% reduction figure introduced in this case study is a goal achievable by any EC operator through appropriate scenario design and operational improvement.

Published: January 12, 2026 / Author: Osamu Yasuda

References

  • [1] METI: Guidelines for Promoting Digital Transformation
  • [2] JADMA: EC Customer Service Survey Report
  • [3] Best Practices for CX Improvement and Operational Efficiency Using AI
  • [4] Optimization Methods for Chatbot Auto-Response Rates in Customer Support
  • [5] E-commerce DX Strategy: Automating Customer Interactions 2025
Disclaimer: This article is for informational purposes only and does not substitute for professional advice. Specific results are not guaranteed.