Reducing WISMO Queries with Proactive Post-Purchase Journey

Delivery anxiety kicks in even before customers complete their purchase at the checkout. After placing an order, customers anxiously await its arrival and frequently check for delivery updates. With 93% of online shoppers now expecting regular shipment updates and demanding greater delivery transparency, it leads to the common question: "Where is my order?" (WISMO). When businesses face an overwhelming volume of WISMO inquiries, these requests not only drain resources and increase operational costs but also damage customer relationships.

Customer experience is what sets ecommerce brands apart. WISMO inquiries are not just minor inconveniences—they reveal significant gaps in the customer experience strategy. This blog explores the best WISMO reduction strategies that would help online sellers achieve seamless order fulfilment and better customer support.

What is WISMO inquiry?

WISMO refers to customer support tickets where customers ask about their order status, tracking information, or delivery updates. These seemingly straightforward questions reveal moments of uncertainty and anxiety in the customer journey, indicating, "I don't have the information I need, and I'm worried about my purchase." This indicates that your order tracking system isn't effective enough to prevent customer inquiries.

While WISMO calls make up over 35% of customer support interactions during normal operations, this percentage increases significantly during peak periods. Without an efficient system to handle peak season fluctuations, these inquiries can quickly become overwhelming. Here's why:

The burden of WISMO inquiries on ecommerce businesses

• Higher operational costs: WISMO inquiries can constitute up to 50% of customer service interactions. Reducing these calls can lead to significant cost savings and improved customer satisfaction. For businesses shipping thousands of parcels monthly, these costs escalate quickly, diverting resources from growth initiatives.
• Decline in customer satisfaction: Uncertainty about orders creates negative emotions and erodes trust in your brand. PWC research shows that 32% of customers will abandon a brand after just one bad experience.
• Reduced retention rates: Studies show that customers who need to inquire about order status are significantly less likely to make repeat purchases.

Understanding the reasons behind WISMO queries

While WISMO inquiries may be unavoidable due to last-mile delivery challenges, understanding their primary causes can help reduce their frequency. Here are the common reasons:

1. Inadequate or delayed communication: Customers are left in the dark about their order status, creating uncertainty and anxiety.
2. Lack of order tracking status: No clear visibility into where the package is in the fulfilment process leads customers to reach out for clarification.
3. Delay in delivery timeline: Expected delivery dates are missed without explanation or updates.
4. Delivery exceptions: Weather disruptions, shipping carrier problems, or other unforeseen issues arise without prompt updates.
5. Order splitting: Items are shipped in separate packages without proper notification, leading to confusion when a partial order arrives.
6. Incorrect delivery estimate: Setting delivery expectations that are unrealistic or unattainable, which leads to customer frustration and increased inquiries.

Additionally, logistics experts identify other contributors to high WISMO rates:

• Production time delays are pushing back dispatch dates
• Slow responses to customer inquiries
• Delayed alerts on order progress
• Poor handling of delivery exceptions

How can Eshopbox help in cutting down WISMO queries?

Eshopbox helps brands reduce these queries by offering a proactive, transparent, and tech-driven post-purchase experience. Here's how Eshopbox addresses the key challenges that cause WISMO:

Real-time order updates

While 67% of customers prefer receiving order updates via email, communication preferences vary from person to person. Eshopbox ensures customers are never left guessing with real-time order tracking and proactive notifications, keeping them informed at every step of the fulfilment journey. Whether it's order confirmation, dispatch, or out-for-delivery, your customers stay updated and reassured.

Branded customer portal

Eshopbox offers a customizable branded tracking page for orders placed on your website. This not only provides complete visibility into the order journey but also reinforces brand trust. Customers can conveniently check their order status without the need to contact support, minimizing WISMO and enhancing the brand experience.

Streamlined order management system

Eshopbox’s Order Management System (OMS) streamlines order processing, ensures real-time inventory sync, and enables timely shipping. By minimizing fulfillment errors and delays, it helps businesses consistently meet delivery promises while reducing order-related support tickets. With accurate inventory tracking and coordinated workflows, the OMS enhances operational efficiency and elevates the overall customer experience.

Multi-channel communication

To meet diverse customer preferences, Eshopbox delivers customized updates across multiple channels—email, SMS, WhatsApp, and mobile app notifications. This ensures your customers receive timely updates through their preferred communication platform, reducing confusion and the need to reach out for order status.

Estimated delivery date

According to the 2023 E-commerce Delivery Compass, customers expect delivery within 3.3 days on average and become unwilling to wait after 4.9 days. AI-powered delivery predictions provide accurate delivery estimates.

According to the 2023 E-commerce Delivery Compass, most customers expect delivery within 3.3 days and start getting frustrated after 4.9 days. Eshopbox uses data-based delivery predictions to provide accurate EDDs upfront, managing customer expectations and reducing the likelihood of WISMO queries.

Automated support via WhatsApp

Eshopbox enhances the post-purchase experience with WhatsApp engagement, offering instant updates and automated replies. Customers can check their order status, initiate returns or exchanges, and get quick answers without contacting support.

Bottomline

Reducing WISMO inquiries isn't just about cutting costs—it's about enhancing the customer experience. Implementing these strategies can help ecommerce businesses:

• Reduce customer support tickets by up to 45%
• Lower WISMO-related costs
• Improve customer satisfaction through proactive communication
• Increase retention rates with a smoother post-purchase experience
• Optimize support resources for more complex queries
• Strengthen brand trust with greater order transparency

A seamless post-purchase experience sets successful ecommerce brands apart. Preventing WISMO inquiries isn’t just a win for operations—it’s a step toward long-term customer loyalty and business growth.

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