How to Reduce WISMO Inquiries and Improve Customer Experience

Every eCommerce seller dreams of delivering a stellar customer experience to its customers. This ‘expectation’ of buyers begins right after they place an order and continues until the product’s delivery.  

Needless to say, seamless delivery is the backbone of delivering customer experience. If your business is flooded with WISMO questions (order status queries), these are clear indications that your customers are struggling to find the information they need.

Read on the blog if you want to dive deeper into WISMO, its impact on eCommerce business and how you can keep them in check!

What is WISMO?

WISMO stands for Where is my order- the most common question a customer asks. WISMO queries can include some questions like, where is my package, when will my product reach, is my order lost, can I have my product today, etc. 

When customers place an order with an eCommerce website, they start to think about it and want it as soon as possible. If they haven’t received any message from the seller and have no tracking links, they will likely start a WISMO inquiry. It’s the most common question of any buyer.

WISMO calls can account for up to 35% of customer support interactions. This rate spikes during busy shopping seasons. Answering these is a time-consuming process that is often repeated. eCommerce businesses can opt for better solutions rather than dealing with time-consuming WISMO requests.

Nearly 70% of online shoppers say the ability to track their order online is one of their top three considerations when making a purchase. Around 83% of customers say convenience is more important than they felt it was five years ago. 

How WISMO Impacts Your Business

Reducing WISMO is crucial because these queries can negatively impact your business in several ways:

Customer Expectations

According to the 2023 eCommerce Delivery Compass, the average consumer expects delivery within 3.3 days and won’t wait longer than 4.9 days. High WISMO rates indicate your company struggles to meet these expectations, leading to dissatisfied customers.

Costs

Resolving WISMO calls costs the sellers. For companies shipping thousands of parcels monthly, these costs add up quickly. High WISMO volumes can significantly drain resources and reduce profit margins.

Customer Satisfaction

WISMO calls frustrate customers, damaging their perception of your business and potentially leading to negative reviews. Dissatisfied customers are more likely to share their negative experiences, impacting your brand’s reputation.

Customer Retention

In the worst-case scenario, frustrated customers may stop buying from you. PWC research shows that 32% of customers will abandon a brand after just one bad experience. Retaining customers becomes increasingly challenging when their expectations are not met consistently.

Common Causes of WISMO

Understanding the root causes of WISMO is essential to address these queries effectively:

Lack of Tracking Information

Customers don’t receive complete tracking information in time. When customers are left in the dark about their order status, they naturally reach out for updates.

Delivery Delays

Operational issues, weather, or carrier problems cause delays. Unforeseen circumstances can disrupt delivery schedules, causing anxiety among customers.

Non-Deliveries

Packages get misplaced or delivered to the wrong address. Errors in handling and delivery can lead to significant customer dissatisfaction.

Unclear Delivery Estimates

Vague delivery windows leave customers unsure. Without precise delivery timelines, customers may feel uncertain and frustrated.

Customs Clearance

International orders face delays due to a lack of customs clearance. Cross-border shipping complexities can cause unexpected delays.

Order Splitting

Multiple products shipped separately result in multiple inquiries. When orders are split, customers may receive partial deliveries, prompting additional inquiries.

Strategies to Reduce WISMO Inquiries

Enhance Communication

Provide proactive updates at every stage of the delivery process. Use automated notifications to inform customers about order confirmation, shipment, transit status, and delivery.

Offer real-time tracking links so customers can monitor their orders without needing to contact customer service.

Set Clear Expectations

Clearly communicate delivery timeframes during the purchase process. Ensure customers know when to expect their orders, considering potential delays.

Be transparent about potential delays due to factors like weather or high-demand periods.

Optimise Delivery Operations

Partner with reliable courier services to minimise delays and errors. Regularly review and assess carrier performance to ensure high standards.

Implement advanced logistics software to streamline order processing and dispatching.

Improve Tracking and Visibility

Invest in technology that provides end-to-end visibility of the shipment process. Enhanced tracking systems can reduce uncertainties and improve customer confidence. Use GPS-enabled devices for real-time location updates, ensuring accuracy and reliability. Indeed, partnering with tech-enabled eCommerce shipping solutions can also help.

RapidShyp offers a customised branded tracking page that not only helps improve visibility but also helps sellers create brand recall in the minds of their sellers.

Offer Self-Service Options

Develop a comprehensive FAQ section and knowledge base addressing common WISMO concerns. Empower customers to find answers quickly without needing to contact support.

Implement chatbots and AI-powered virtual assistants to handle routine inquiries efficiently.

Provide Excellent Customer Support

Train customer service representatives to handle WISMO inquiries empathetically and efficiently. Ensure they have access to all necessary information to resolve issues promptly.

Monitor and analyse WISMO inquiries to identify recurring issues and address them proactively.

Address Root Causes

Analyse data to identify patterns in WISMO inquiries. Use insights to address underlying issues such as frequent delivery delays or tracking information gaps.

Continuously improve processes based on feedback and performance metrics.

Offer Delivery Options

Provide customers with flexible delivery options, such as expedited shipping or delivery windows. Allowing customers to choose their preferred delivery method can enhance satisfaction. Consider implementing same-day or next-day delivery services where feasible.

Measuring the Impact of WISMO Reduction

To gauge the effectiveness of your efforts to reduce WISMO inquiries, track the following key metrics:

1. WISMO Inquiry Rate: Monitor the number of WISMO inquiries received relative to the total number of orders. A decreasing rate indicates improved customer experience.

2. Customer Satisfaction Scores: Use surveys and feedback tools to measure customer satisfaction before and after implementing WISMO reduction strategies.

3. Repeat Purchase Rate: Track the percentage of customers who make repeat purchases. Higher rates suggest increased customer loyalty and satisfaction.

4. Cost Savings: Calculate the reduced customer service costs due to fewer WISMO inquiries. Consider both direct savings and indirect benefits, such as improved efficiency.

5. Delivery Performance: Measure on-time delivery rates and accuracy. Improved performance in these areas will likely correlate with reduced WISMO inquiries.

The Bottom Line

Reducing WISMO inquiries is essential for enhancing eCommerce’s customer experience and operational efficiency. By understanding the causes of WISMO and implementing effective strategies, businesses can meet customer expectations, reduce costs, and foster loyalty. Investing in communication, technology, and customer support will address WISMO concerns and position your brand as reliable and customer-centric. In the competitive landscape of eCommerce, a proactive approach to managing WISMO can differentiate your business and drive long-term success.