What is WISMO? A Comprehensive Guide to Reducing "WISMO" Calls
Introduction
Think about the last time you completed a checkout on an e-commerce platform. Did you find yourself wondering, "Where is my order?" Did the merchant proactively communicate with you during the fulfillment process, or did they rely entirely on their shipping partners?
"Where is my order?" represents the number one touchpoint during the post-purchase journey. So how can online retailers optimize their post-purchase experience and reduce these WISMO calls?
The good news is that you can significantly reduce WISMO calls through effective order management and shipment tracking strategies. In this article, we'll break down the concept of WISMO from scratch and share actionable tactics to help e-commerce businesses streamline operations and boost customer lifetime value.
What is WISMO?
In the e-commerce ecosystem, WISMO ("Where Is My Order?") represents a major pain point in customer support. This acronym refers to customer calls about order status and shipment location, made through multiple touchpoints including phone calls, emails, live chat, social media, or SMS.
These calls typically account for 30-50% of all customer support tickets, and during peak seasons like Black Friday or Cyber Monday, they can surge to 70-80%. They not only consume customer success resources but can also affect customer trust and conversion rates. But what triggers these calls in the first place?
Why WISMO Calls Happen
When shoppers complete a transaction, they want visibility into their order lifecycle and expected delivery timeframe. They expect proactive touchpoints about any fulfillment delays or deviations from the initially promised delivery window.
Recent research shows that 87% of merchants stop communicating with customers after shipping confirmation, creating a post-purchase gap in the customer journey. Additionally, some retailers rely on carriers for last-mile communication, but carrier updates often lack branding elements, leaving customers unaware of which merchant the order is from. This communication breakdown directly leads to an increase in WISMO calls and support tickets.
Why Reducing WISMO Calls Matters
Superior customer experience is key to reducing cart abandonment rates and fostering brand advocates. A high volume of WISMO calls can lead to poor customer satisfaction scores, potentially resulting in negative reviews and decreased customer retention metrics.
WISMO calls not only impact customer satisfaction KPIs but also come with high operational costs—handling these calls requires substantial agent hours, increasing cost-per-contact metrics. Therefore, reducing WISMO calls can significantly lower customer acquisition costs while freeing up support resources to handle more complex issues, ultimately enhancing customer loyalty and net promoter scores.
How E-commerce Businesses Can Reduce WISMO Calls
Here are four proven strategies to help online retailers reduce WISMO calls by up to 25% while optimizing the post-purchase experience:
1. Proactive Multi-Channel Communication to Control the Customer Journey
Merchants can proactively communicate with customers at each touchpoint of the fulfillment journey through SMS, email, WhatsApp, and other omnichannel approaches. For instance, sending order confirmations, shipping notifications, and delivery updates keeps customers informed about their order progress in the supply chain. This proactive communication significantly reduces customer uncertainty, thereby lowering WISMO call volume.
2. Provide Accurate Delivery Estimates and Critical Notifications
Using machine learning tools combined with carrier performance data, provide estimated delivery date (EDD) information to reassure anxious customers, keep them updated on their shipping status, and boost conversion rates.
Create branded tracking pages that allow customers to view real-time estimated shipping dates (EDD) and order progress. This not only reduces WISMO calls but also drives traffic back to your storefront, encouraging repeat purchases and improving average order value.
3. Real-Time Shipping Status Updates
The last-mile delivery phase is when WISMO calls peak. Ensure customers receive push notifications of their order status in real-time throughout the fulfillment process. By keeping customers updated rather than making them search for information themselves, they feel valued in your CRM system, which also helps with customer retention and reduces churn rate.
4. Set Up a Peak Season FAQ Page
Many WISMO calls involve repetitive questions about delivery times or order status. By setting up an FAQ page covering common issues like order tracking and return policies, you can direct customers there for self-service without contacting your support team. This reduces support ticket volume while enhancing the user experience and customer satisfaction metrics.
Optimize Order Tracking with 17TRACK Post-Purchase Platform
The 17TRACK post-purchase management platform provides e-commerce merchants with instant shipping notifications, customized branded tracking pages, and end-to-end supply chain visibility. These features help merchants bridge the post-purchase experience gap, reduce WISMO calls, and strengthen customer lifetime value.
For merchants looking to enhance their e-commerce operations, 17TRACK.COM is a trusted partner in navigating post-purchase logistics. To learn more, contact us or schedule a free demo.
