What is WISMO? Unsolving the Mystery

Reduce WISMO (Where Is My Order) calls and save valuable time and resources by providing customers with real-time order tracking links. This simple solution equips them with the necessary information, minimizing unnecessary inquiries.

In today’s fast-paced and interconnected world, customers have high expectations regarding the delivery of their online purchases. One frustrating situation often arises is the “Where is my order?” (WISMO) scenario. WISMO refers to the flood of customer inquiries regarding the status and location of their orders.

In this blog, we will delve into what WISMO is, why it matters to companies, and tactics to reduce WISMO calls. Also discussed are popular channels customers use to ask WISMO questions, the cost of WISMO to companies, and the reasons behind WISMO calls.

What is WISMO?

The WISMO is an acronym for “Where Is My Order?” that refers to the number of order inquiries, typically in the middle and last mile. More of these queries mean that something is not right, and businesses fail to fulfill customers’ expectations promptly.

These calls occur when the customer feels disconnected regarding a delivery exception. WISMO calls account for up to 50% of inbound calls to customer care centers, costing an average of $5 each to resolve.

It has been estimated that nearly 93% of online shoppers demand to receive updates on their shipments; if their expectations are not fulfilled, they wonder, “where is my order?”

What is the Cost of WISMO to Your Business?

As your business grows, it’s common to receive more inquiries about such orders; as they say, with greater volume comes higher customer service demand. But this becomes problematic when the number of inquiries rises, adding to your customers’ frustration and making them never want to trade with you.

The WISMO rate is calculated by dividing the total number of WISMO queries by the total number of orders a business receives over a particular period.

WISMO rate over a period = Total number of WISMO queries/Total number of orders received

Another noteworthy metric is the “WISMO call rate,” which differs from the “WISMO rate.” This is calculated by dividing the total number of WISMO queries by the total number of customer queries.

WISMO call rate over a period = Total number of WISMO queries/Total number of customer queries

Here’s some quick math:

You received 1000 orders/month

Out of which, there were 40% WISMO calls = 400 WISMO queries

Cost per ticket = $5.5

Total WISMO cost= $2,200 (400 x 5.5)

(This does not look good)

Why WISMO Calls Happen

Several factors contribute to the occurrence of these calls:

• Lack of Transparency: When customers feel they lack visibility into the status of their orders, they are more likely to reach out for updates.
• Delivery Delays: Late deliveries or unexpected delays can increase customer anxiety and prompt them to inquire about their orders.
• Inaccurate Tracking Information: Customers may contact the company for clarification if the provided tracking information is outdated or inaccurate
• Customer Concerns: Some customers may simply want reassurance or have specific requirements or concerns regarding their orders, leading them to seek direct communication with the company.

Delays – The Main Culprit Behind WISMO Inquiries

Since customers demand consolidated delivery, shipping delays are inevitable. The best way to resolve this is to plan ahead and develop solid last-mile delivery strategies.

Delayed deliveries will deprive your customers of their desired product and can ruin a brand’s reputation. To some extent, and especially during peak or holiday seasons like Christmas, a slight delay won’t hurt your customers. This becomes intense when delays are maximized during cycles, too.

Some Other Causes Leading to Delayed Shipments

• Bad weather or heavy traffic causing delays in shipment processing
• With limited shipping capacity, the shippers may not be able to keep up with their supply demands during peak periods
• Poorly planned or manual order fulfillment process, along with insufficient packing materials
• Poor rescheduling of orders, as there is no clarity on employees’ time offs during the festive season.
• Supply Chain and logistics where ordered products arrive late in the first place
• There is an issue with the delivery address, or the package was lost in transit.

Channels Customers May Use To Ask, “WISMO?”

Customers today have multiple channels through which they can ask questions. These include:

• Phone Calls: Traditional phone calls to customer service representatives remain a popular choice for customers seeking immediate assistance.
• Live Chat: Online chat platforms allow customers to communicate with customer service agents in real-time, ask questions, and receive prompt responses.
• Email: Many customers still use the traditional email channel to inquire about their order status and location.
• Social Media: With the increasing use of social media platforms, customers often turn to platforms like Twitter, Facebook, or Instagram to voice their concerns publicly.

Top Strategies To Reduce WISMO Calls (Try, It Works)

1. Simplified Order Tracking

Implement a robust real-time order tracking solution like TrackoMile that speeds up order pairing and dispatcing process and provides real-time updates to customers. This allows customers to independently check the status of their orders without the need for direct communication with the company.

2. Automated Notifications

Set up automated notifications that provide customers with timely updates regarding their orders. These notifications can include order confirmation, shipping details, and estimated delivery times.

Our software gives you the option to share shipment notifications with everyone in strict detail and even self-update the ETAs to reduce your customers’ anxiety.

3. Self-Service Options

Create a comprehensive and user-friendly self-service portal where customers can find answers to common questions about their orders, such as tracking information and delivery policies.

Keep your portal equipped with helpline numbers, emails, FAQs, and other resources that can help users easily navigate the process.

4. Ensure Proactive Communication

Proactively contact customers at key milestones of the order fulfillment process, such as shipping, delivery, and potential delays. This helps keep customers informed and reduces the likelihood of contacting them with inquiries.

To ensure there is no gap from the dispatch team’s end, TrackoMile offers in-app chat options. The delivery drivers are always in a real-time communication loop to avoid misplaced orders.

Remedies to Fix Your WISMO Conflicts

Just simply don’t say sorry and get done when things escalate to extremes. Instead try these remedial actions.

• Provide free expedited shipping on late deliveries.
• Help the customer by giving them a way to request package holding at the terminal/post office.
• Provide customers the option of selecting a specific delivery date.
• Provide customers with options such as rescheduling or rerouting the package.
• Provide a refund on the cost of your shipping is you are late delivering the product.

Become Proactive – And Turn Angry Emails Into Happy Updates

The right last-mile tracking software can help you avoid WISMO calls. Customers will see delivery exceptions in real time. Contact your customers before they know there is a problem. If you do this, your customers will not be as mad, and you might even save money from refunds!

With TrackoMile’s real-time tracking solution, retailers can have peace of mind knowing that all information is at their fingertips. This helps provide customer service employees with accurate answers and the tools to solve any shipping problems. It also saves time by eliminating the need for customers to contact support with questions about their shipment status.

Schedule a Free Demo Right Away! As you Already Know How Harmful Delays Can Be!

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