This article was written by an eCommerce expert at leading delivery management provider Scurri. To streamline your delivery management and perfect your post-purchase emails, get in touch with Scurri today!
WISMO is an acronym that stands for ‘Where is my order?’ the question every frequent online shopper has asked themselves, often more than once. From the moment customers hit buy, over 96% track their parcels status online.
For customer service teams, these WISMO (Where Is My Order) queries are the most common and time-consuming.
The good news is that most of them can be avoided entirely with the right post-purchase communication system in place.
Consumers are highly sensitive when it comes to their orders. In an environment where fraud, scams and AI-driven strategies are increasingly common, customers have every right to be cautious and skeptical.If consumers are given an estimated delivery date, they will most likely expect their order to arrive on that exact day, not later. When delays happen, WISMO queries start to flood in.
Scurri insight
70% of customers expect an instant response to a WISMO query
The pressure has never been higher!
For more insights like this from our recent survey of 1,000+ consumers and 120+ retailers, download part two of our “Future of Delivery & Post-Purchase” Report.
How WISMO Affects Brand Perception
How a brand responds to WISMO queries can significantly impact its reputation. Customers who are left in the dark about their order status may perceive the brand as unprofessional or unreliable, leaving customers often feeling ignored. Transparent, timely communication builds trust and shows that a company values its customers’ experience.
In today’s competitive market, the perception of reliability can make or break a brand’s ability to retain customers and attract new ones. When customers feel well-informed about their orders, they associate this transparency with a positive overall experience.
Brands that invest in customer focused strategies, such as proactive delivery notifications, branded tracking pages, and automated updates, show that they are committed to providing a seamless and stress-free customer experience.
Customer expectations
81% of customers expect customer service to have live carrier data
So why not proactively provide them with delivery updates via branded tracking emails?
This can prevent their curiosity developing into an unnecessary WISMO ticket!
For more insights like this, download part two of our “Future of Delivery & Post-Purchase” Report.
Common Triggers of WISMO Queries
More often than not, WISMO queries stem from gaps in the post purchase experience. Here are the most common triggers that results in an increase of WISMO queries:
1) Lack of updated information. Uncertainty can set in when customers are not provided with updated information on every step of the delivery process. From order confirmation, right through to your order has been delivered.
2) Inaccurate information. Giving customers an estimated delivery window and missing it without explanation is one of the fastest ways to lose trust. In today’s on-demand culture, late deliveries without updates almost guarantee WISMO queries.
3) Unbranded or Third-Party Tracking Pages. Having branded tracking pages gives a more universal brand experience. If customers are sent to an unfamiliar page, the sense of detachment can make customers feel unsupported.
Importance of addressing WISMO queries effectively
Customer expectations are rising, with many now expecting businesses to provide real-time carrier updates on their parcels. Without transparent delivery communication, a customer’s perception of a brand can be permanently damaged.
With a high volume of queries that are often easy to solve but time-consuming, why wouldn’t companies implement software solutions to help reduce this burden?
With tools like Scurri Track Plus, retailers can reduce WISMO queries by proactively providing customers with delivery information before they even have to ask. This not only keeps customers satisfied but also reduces the pressure on customer service teams.
In short, by keeping customers updated in real time and with transparent communications, you can really enhance customer experience. This can drive engagement and see a boost in repeat purchases.
Download the full report
The Future of Delivery & Post-Purchase Revealed
This three-part report brings fresh insights from over 120 UK retailers and 1,000 shoppers to help you focus on what matters most in the year ahead.