In this article, we share the behind-the-scenes story of how Vitabrid Japan implemented “BOTCHAN Keeper” and successfully reduced subscription cancellations. By thoroughly analyzing cancellation reasons—which had previously been difficult to grasp—and running PDCA cycles on scenarios together with the CS team, they were able to resolve a variety of issues.
We will explore the entire process Vitabrid Japan went through with “BOTCHAN Keeper,” from the challenges they faced before implementation and the concrete scenario design, to the ongoing, regular communication efforts.

wevnal Inc. “BOTCHAN Keeper” Kosuke Hara (hereafter, —)
To begin, could you please give us an overview of your company’s business and a brief self-introduction?

Mr. Jo Nishimori, Director, Vitabrid Japan Co., Ltd. (hereafter, Mr. Nishimori)
Our company primarily develops and sells products and services that utilize the “VitabridC” technology, as well as functional supplements. In my role as a director, I oversee our core business domains and the implementation of systems such as the one introduced this time.

Mr. Jo Nishimori, Director, Vitabrid Japan Co., Ltd.

Ms. Kanako Yamaguchi, Vitabrid Japan Inc. (hereafter, Ms. Yamaguchi)
At Vitabrid Japan, we develop a variety of products and brands, and among them I serve as the brand manager for a beauty product line called “Vitabrid C Face.”

Ms. Kanako Yamaguchi, Vitabrid Japan Inc.

Official website:https://vitabrid.co.jp/company/company.html

— Thank you. Before you implemented “BOTCHAN Keeper,” what challenges did you face in preventing cancellations?

Mr. Nishimori
With our original in-house system, we were unable to measure detailed metrics such as where customers were dropping off or at which point they were cancelling. As a result, it was difficult to identify where the fundamental issues lay, we could not finely tailor content to address customers’ specific concerns, and we were unable to properly run the PDCA cycle.

Mr. Yamaguchi
That’s right. Before implementation, we had issues with optimizing the cancellation flow and with the difficulty of running effective PDCA cycles. As Nishimori also mentioned, it was difficult for us to deliver appropriate content tailored to each customer’s concerns and reasons for cancellation. We felt a strong need to resolve this.
In addition, the main customers for “Vitabrid C Face” are women in their 30s to 40s with high web literacy, and more than 70% of them make full use of their My Page.
We do provide a cancellation route by phone, but from a UX perspective we also prepared a web-based flow on My Page and implemented measures there to prevent cancellations. To further increase the retention rate, we believed that web-based, call-center–like, customized customer service would be necessary, and we were exploring how to achieve that.

— Thank you. When you received the proposal for “BOTCHAN Keeper” at that timing, what was your honest impression?

wevnal Inc. “BOTCHAN Keeper” Kosuke Hara

Mr. Nishimori
Originally, we had built our own system for cancellations via My Page, and we had implemented a certain level of differentiated retention measures across all products. However, since each item has its own characteristics, the actions required to prevent cancellations naturally differ. It was difficult for us to customize that aspect in-house, but we felt confident that with “BOTCHAN Keeper” we could realize those customizations quickly.

— After you actually decided to implement the system, we proceeded with development together up to the start of live operations. Could you share any memorable episodes or stories from that period?

Mr. Yamaguchi
In fact, during the period from proposal to implementation, I actually purchased and tried several services from other companies that had introduced “BOTCHAN Keeper.” At that time, I myself “ended up being deterred without thinking,” which made me wonder whether we could leverage those same elements in our own scenarios. That expectation grew, and it allowed me to work on the content design with real enthusiasm.

For the content design, based on the effective case studies from other companies mentioned earlier, your company proposed the basic scenarios, and then we added creative elements and text on our side to bring them to completion.

Before implementation, there were many areas where it was hard to see what kind of scenario would be effective, and we were struggling with that. However, we decided to prioritize speed, get it up and running first, and then proceed with a PDCA cycle.

One reason for this is that “BOTCHAN Keeper” provides very granular numerical data, which also gives us a sense of reassurance.

Mr. Nishimori
Because there were several different purchase patterns, we split the scenarios by content, which I think made the user flow rather complex. Before implementation, the CS team helped us a lot by carefully checking the operation of each scenario one by one. I was very grateful that you did not just “do the work,” but that we were able to operate together as a team with the same goal.
Incidentally, in order to make it possible to use “BOTCHAN Keeper” with all kinds of items, we also modified our internal systems so they can be integrated more easily. We have set things up so that rolling it out to other items in the future will be simple. (laughs)

— We truly appreciate it. Now that you’ve actually implemented it, what are your impressions?

Mr. Yamaguchi
We were pleased to see an improvement in the deterrence rate other than point-based deterrence.
In our previous cancellation flow, customers only had the options to “cancel” or “continue,” but with BOTCHAN Keeper, we have added choices such as “change delivery date” and “skip.” This allows us to capture more detailed customer needs and achieve a level of cancellation prevention comparable to our call center.
In addition, being able to run a full PDCA cycle on the content is extremely significant.
Because we can set flags in various places and accumulate data, we are able to clearly identify which content resonates and which does not, and move forward while carefully checking the areas that need improvement.
This aspect, which was the primary objective of the implementation in the first place, is a major benefit.

— How about the scenario content design and customer support handling?

Mr. Yamaguchi
We were particular about the scenario content and designed the communication so that it would be in tune with the customer’s mindset when they are considering cancellation. By introducing BOTCHAN, we can now visualize, by content, the percentage of users who choose “I’ll keep using it (continue)”, expressed in numbers. This gives us a very satisfying, almost conversational feeling of “So this part really resonated, didn’t it?”, rather than just pushing information out one‑way.

In addition, because you propose content based on solid evidence, including other companies’ case studies, we have been able to design the content very smoothly, and any scenario revisions are reflected immediately, allowing us to run the PDCA cycle efficiently.

We are also very grateful for the regular, concrete improvement suggestions you provide, such as, “Given these numerical results, how about changing the scenario in this way?”

— We are very pleased that we have been able to move forward together with your company as one team, and we feel this is thanks to your cooperation. Thank you, as always.
What does “BOTCHAN keeper” represent for your company at this point in time?

Mr. Nishimori
Precisely because this is a D2C business where we cannot see our customers’ faces, we believe it is extremely important to create an environment that allows us to stay close to them and immediately provide the information they are looking for. Since “BOTCHAN Keeper” makes it possible to deliver services tailored to each customer, we feel it serves as a bridge between our services and our customers.

— Thank you very much for your kind words. Please let us know what you would like to see from BOTCHAN keeper going forward.

Mr. Yamaguchi
We have now established a certain level of scenarios to prevent cancellations by reason, so I would like to move on to the next stage. For example, I would like to refine things so that we can branch scenarios by type of concern or by sales method.
Going forward, we would like to continue working together with wevnal, receive proactive improvement proposals, and in a collaborative manner explore more effective scenarios and content offerings.

— Let’s continue to update and improve things together.
Lastly, please share a message for companies facing similar challenges.

Mr./Ms. Nishimori
Given the wide variety of customers, I believe it can be quite challenging to provide truly one-to-one, tailored services. With BOTCHAN Keeper, however, you can configure highly detailed scenarios, enabling a service that addresses precisely that challenge.
You can, of course, design original scenarios for each company and each product, so there is a high degree of customization. I believe that by implementing it, you will continually expand what is possible.

— Thank you very much. We appreciate your continued support going forward.

If you would like to confirm whether BOTCHAN can be implemented in your company, or if you would like advice tailored to your situation, please feel free to contact us with your questions or inquiries.

A specialist consultant will respond.