Whenever a customer wonders where their order is, you are facing the infamous WISMO phonemon. The delivery stage is decisive for the shopping experience in eCommerce. Delayed or failed deliveries, lost parcels or simply the lack of communication during the delivery process are common shipping issues that can harm customer loyalty.
What is WISMO? - Definition and meaning
WISMO is the acronym for “Where Is My Order.” This term is used when an online store doesn’t offer any tracking information to the customer, leaving the buyer wondering where the order is.
If an online store is getting the WISMO calls, it’s already a sign of deficient after sales service.
This means that the purchasing experience could be improved in order to increase customer satisfaction and reduce unnecessary shiping costs.
WISMO-related queries can come in many different forms: emails, calls, support tickets...
However, all of these queries have one thing in common: they can be avoided.
Why you should reduce WISMO calls
Reducing "Where Is My Order?" (WISMO) calls is essential for improving customer satisfaction and streamlining your eCommerce operations. Real-time order tracking builds trust and encourages repeat purchases, with customers more likely to stay loyal when they feel informed.
According to PwC, delivery notification software can increase loyalty and even enable businesses to charge up to 16% more for their products. The Magento report highlights how proactive tracking solutions address WISMO concerns by providing clear, real-time updates and transparent communication. This reduces unnecessary inquiries while delivering a smoother, more satisfying customer experience.
Minimizing WISMO calls also allows your support team to focus on revenue-generating tasks like upselling and cross-selling, instead of dealing with repetitive questions.
Why reducing WISMO matters to your business:
- Earn Trust: Provide customers with real-time updates and transparent tracking
- Increase Revenue: Boost loyalty and enable premium pricing (up to 16% more, per PwC)
- Cut Costs: Lower repetitive inquiries and ease the workload on your support team
- Focus on Growth: Free resources for strategic, revenue-driving activities
- Enhance Reputation: Position your brand as reliable and customer-focused
- Boost Sales: Create opportunities for upselling and cross-selling during customer interactions
How to track WISMO issues
As a business owner, it’s important to put in some effort to identify if WISMO is an issue for your company.
Start by paying close attention to customer feedback—listen carefully to what they’re saying about their experience. Keep an eye on inquiries related to missed or delayed deliveries, as these are often key indicators of WISMO problems.
Frequent complaints about poor communication or inaccurate tracking details are strong signs that WISMO needs to be addressed.
You should also evaluate how your support team handles customer queries. If your after-sales service isn’t meeting expectations, you risk losing current customers—and even worse, potential new customers might look elsewhere if they hear about poor post-sales support.
Common causes for ‘Where is my order" calls
| Common Causes | Description |
|---|---|
| Lack of accessible tracking information | Customers and support teams struggle with delayed, insufficient, or unavailable tracking updates, leaving inquiries unresolved. |
| Delivery delays and disruptions | Weather conditions, operational inefficiencies, or carrier issues frequently slow down shipments, leading to customer dissatisfaction. |
| Non-deliveries or lost packages | Misplaced or misdelivered shipments trigger customer frustration and a spike in WISMO queries. |
| Unclear delivery timeframes | Vague or overly broad delivery windows cause unnecessary uncertainty. |
| Complications with customs clearance | Delays due to incomplete documentation or international shipping protocols prolong delivery times. |
| Split shipments | Orders sent in multiple packages lead to repeated inquiries about the status of each item. |
| Complex or confusing return processes | Customers trying to initiate or track returns often face unclear steps or lack of visibility, leading to WISMR (Where Is My Return?) queries. |
| Mismatch between promised and actual delivery pptions | Offering premium shipping options but failing to meet those promises creates mistrust and escalates complaints |
14 ways to reduce WISMO calls and turn them into new revenue
Strategies to reduce WISMO
1. Enhance order confirmation emails
After a customer places an order, the confirmation email is their first touchpoint in the post-purchase journey.
Use this opportunity to provide detailed information, including order summary, estimated delivery date, and next steps if they need to contact support.
By setting clear expectations early, you reduce confusion and the need for follow-up inquiries.
2. Provide a self-service tracking portal
Create a centralized platform where customers can independently track their orders without contacting support.
A tracking portal should be simple, mobile-friendly, and provide real-time updates, including the current location of the package and its expected delivery date. This empowers customers and minimizes unnecessary calls or emails.
3. Implement a comprehensive FAQ section
Include a well-structured FAQ section on your website to address common concerns like “How do I track my order?” or “What should I do if my package is delayed?”
Keep the answers concise, actionable, and easy to find. FAQs reduce support demand while giving customers quick solutions.
4. Monitor carrier performance regularly
Work closely with your shipping partners to track their performance, such as delivery times and lost package rates.
Using shipping analytics software like Outvio gives you access to real-time statistics about your carriers' performance, helping you identify patterns of delays, inefficiencies, or high rates of lost packages.
With this data, you can automatically select the most efficient carrier for each order or destination, ensuring better delivery outcomes.
5. Proactively communicate delays
Delays happen, but how you handle them matters.
Send automated shipping notifications or text messages to inform customers of delays as soon as possible, explaining the reason and offering a revised delivery estimate. Proactive communication shows you value their time and builds trust, even in difficult situations.
6. Streamline returns and exchanges
Make your return process simple and transparent. Provide step-by-step instructions, prepaid shipping labels, and real-time return tracking. Keeping customers informed about their return status reduces WISMR (Where Is My Return?) inquiries and frustration.
7. Maintain accurate inventory levels
Use inventory management systems to ensure customers can only order items that are in stock. If an item becomes unavailable, update your website immediately. Accurate inventory prevents overselling and the resulting delays that lead to WISMO calls.
8. Offer multiple communication channels
Provide customers with multiple ways to contact your support team, including email, phone, live chat, and social media.
Live chat for eCommerce is particularly effective for quickly resolving WISMO inquiries, offering immediate assistance that aligns with customer preferences for fast and convenient support.
Notably, 41% of consumers prefer live chat over phone (32%) and email (23%).
Additionally, live chat benefits businesses by reducing the volume of repetitive inquiries, enabling support teams to focus on more complex issues. This approach can also lower average response times by 19%, significantly improving overall service efficiency.
Strategies to turn WISMO into revenue
9. Leverage post-purchase emails for upselling
Use post-purchase emails to suggest products that complement the customer’s order. For example, if they bought a laptop, you could recommend accessories like cases or chargers.
Frame these suggestions as helpful rather than pushy to encourage additional sales.
With Outvio's product recommendation software you can promote items in your messages and get additional sales.
10. Create a branded tracking page
Transform your tracking page into a sales tool by branding it with your logo and design.
Include personalized product recommendations or promotional banners.
While customers check their order status, they’re exposed to new products or deals, increasing the chances of a repeat purchase.
11. Turn delays into opportunities
If a delay occurs, send customers a thoughtful apology with a small incentive, such as a discount or loyalty points. This not only softens their frustration but also encourages them to return and shop again. Turning a negative experience into a positive one fosters customer loyalty.
12. Send time-limited promotions post-delivery
Follow up with customers after their order has been delivered, offering a limited-time discount on their next purchase. For instance, “We hope you’re enjoying your new shoes! Here’s 15% off your next order—valid for the next 72 hours.” This creates urgency and drives additional sales.
13. Provide exceptional customer service
Equip your support team with an eCommerce help desk and provide the training needed to handle WISMO inquiries effectively.
A well-executed interaction can leave a lasting positive impression, transforming a potentially frustrated customer into a loyal one. Delivering exceptional service also boosts the likelihood of gaining customer referrals.
14. Analyze customer data for targeted marketing
Use insights from your customer data to craft personalized marketing campaigns.
For example, if a customer frequently purchases skincare products, send them recommendations for new arrivals or bestsellers in that category.
Tailored marketing strengthens the relationship and encourages repeat purchases.
Outvio, the best WISMO solution
Remember when we said that there are certain tasks that can be easily automated to improve the customer experience and reduce customer support-related costs? We weren’t lying. We have the perfect platform for this.
Outvio provides a plug and play solution that allows you to create a functional and attractive tracking portal that can be customized with your preferred branding and cross-selling strategies.
Outvio also detects anomalies and possible shipping issues to prevent them or speed up their resolution.
Another way Outvio helps you reduce WISMO is by programming automatic messages to your customers —either by email, SMS, Facebook, Instagram or Whatsapp— with the tracking information of the shipment or return. In this way, your customers won’t even have to spend time looking for the tracking portal. All this information can be easily tracked through an email that is fully customized and creates a branded experience to boost sales.
