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What is WISMO?: A Detailed Guide on Reducing WISMO Calls

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By Komal Puri | July 7, 2023

In today's fast-paced and interconnected world, customers have high expectations when it comes to the delivery of their online purchases. One frustrating situation that 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, tactics to reduce WISMO calls, popular channels customers use to ask WISMO questions, the cost of WISMO to companies, and the reasons behind WISMO calls.

What is WISMO?

WISMO stands for "Where is my order?" It is a term used to describe the multitude of customer calls, emails, and messages received by companies seeking updates on the status and location of their online orders. “Where is my order?” has become a common occurrence due to the rise of e-commerce and the increasing reliance on reliable and transparent delivery services.

Why Should Companies Care About WISMO?

WISMO calls can be a significant drain on a company's resources and customer service team. Addressing these inquiries requires time, effort, and manpower, which could be better utilized for other important tasks. Moreover, a high volume of calls can lead to customer dissatisfaction, potentially resulting in negative reviews, reduced customer loyalty, and ultimately, lost business.

Strategies To Reduce WISMO Calls

  1. Order Tracking: Implement a robust order tracking system that 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.

  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.

  4. Proactive Communication: Proactively reach out to 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 them reaching out with inquiries.

Channels Customers May Use To Ask, "WISMO?"

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

  1. Phone Calls: Traditional phone calls to customer service representatives remain a popular choice for customers seeking immediate assistance.

  2. Live Chat: Online chat platforms provide customers with the convenience of real-time communication with customer service agents, allowing them to ask questions and receive prompt responses.

  3. Email: Many customers still opt for the traditional email channel to inquire about their order status and location.

  4. 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.

What's Your WISMO Rate?

To measure the impact of WISMO calls, companies should calculate their WISMO rate. This rate is determined by dividing the total number of WISMO inquiries by the total number of orders received over a specific period. Monitoring and analyzing this rate enables companies to identify trends, patterns, and areas of improvement in their order fulfillment process.

How Much Does WISMO Cost Companies?

The cost of these calls extends beyond the time and effort spent by customer service teams. It also includes the potential impact on customer satisfaction, brand reputation, and the risk of losing customers altogether. By investing in reducing calls, companies can significantly lower these costs and allocate resources more effectively.

The cost of WISMO to companies can vary depending on various factors such as the company's size, the volume of orders, customer service resources, and the complexity of the supply chain.

Let's consider a fictional example of a retailer called "FashionFusion" that sells clothing and accessories online and operates both a physical store and an e-commerce platform.

FashionFusion experiences a substantial number of inquiries due to the high volume of online orders and the complexity of managing inventory across multiple channels. They estimate that each inquiry requires an average of 15 minutes of customer service representative's time to investigate and provide a satisfactory response.

FashionFusion employs a customer service team of 10 representatives who handle these inquiries, and they are paid an hourly wage of $18. Thus, the cost per minute would be $0.30 ($18 divided by 60 minutes). Consequently, the cost of handling a single WISMO inquiry for FashionFusion would amount to approximately $4.50 (15 minutes multiplied by $0.30).

Now, let's assume that FashionFusion receives an average of 200 WISMO inquiries per day. By multiplying this by the cost per inquiry, the total cost of addressing WISMO inquiries for FashionFusion would be approximately $900 per day ($4.50 multiplied by 200 inquiries).

Over the course of a year (assuming 365 days), FashionFusion would spend roughly $328,500 ($900 multiplied by 365) on handling WISMO inquiries.

It's important to note that this is a fictional example, and the actual cost can vary based on the specific circumstances and operations of each retailer. Factors such as the size of the company, order volume, customer service infrastructure, and supply chain complexity can significantly impact the cost.

Why WISMO Calls Happen

Several factors contribute to the occurrence of these calls:

  1. Lack of Transparency: When customers feel they lack visibility into the status of their orders, they are more likely to reach out for updates.

  2. Delivery Delays: Late deliveries or unexpected delays can increase customer anxiety and prompt them to inquire about their orders.

  3. Inaccurate Tracking Information: If the provided tracking information is outdated or inaccurate, customers may contact the company for clarification.

  4. 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.

In Conclusion

The surge in online shopping has brought about the WISMO challenge, with customers constantly seeking updates on their orders. However, companies cannot afford to overlook the impact of ‘Where is my order’ calls on their resources, customer satisfaction, and bottom line. By implementing effective strategies to reduce calls, companies can streamline their operations, enhance customer experience, and build long-term loyalty.

How FarEye Helps Reduce WISMO Calls

FarEye, a leading logistics solution provider, offers innovative tools to help companies tackle the WISMO dilemma:

  1. Real-Time Tracking: FarEye's platform provides customers with accurate and real-time tracking information, empowering them to independently monitor the progress of their orders.

  2. Proactive Notifications: With FarEye, companies can automatically send personalized notifications to customers at every stage of the delivery process, minimizing the need for customers to reach out for updates.

  3. Interactive Self-Service Portal: FarEye's self-service portal equips customers with a user-friendly interface where they can access order details, track shipments, and find answers to frequently asked questions.

  4. Intelligent Communication: FarEye's AI-powered algorithms enable companies to communicate proactively with customers, providing updates, managing expectations, and addressing any concerns promptly.

By leveraging FarEye's comprehensive logistics solution, companies can significantly reduce calls, optimize their customer service operations, and improve overall customer satisfaction.

Komal puri

Komal Puri is a seasoned professional in the logistics and supply chain industry. As the Senior Director of Marketing and a subject matter expert at FarEye, she has been instrumental in shaping the industry narrative for the past decade. Her expertise and insights have earned her numerous awards and recognition. Komal’s writings reflect her deep understanding of the industry, offering valuable insights and thought leadership.

Komal Puri
Sr. Director of Marketing | FarEye

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