The importance of WISMO for customer satisfaction
Customer satisfaction hinges on more than just product quality and price. One of the most critical aspects influencing customer experience is transparency, especially when it comes to order status. This is where WISMO (Where Is My Order?) comes into play.
Customers demand real-time visibility into their orders from the moment they click “buy” until the item is in their hands. WISMO inquiries have surged, reflecting this increasing need for transparency and communication. Managing these inquiries effectively is vital for brands, particularly as we approach the busiest shopping season of the year: Black Friday, Cyber Monday, and the all-important Christmas period.
The stakes are high. With so many purchase options available, customers expect seamless post-purchase communication. Delays or lack of information about an order can lead to frustration, damaged trust and negative reviews, which can damage a brand’s reputation and bottom line. An effective WISMO strategy, supported by a robust Order Management System (OMS), is now a key component of any customer satisfaction initiative.
Why WISMO matters
WISMO enquiries reflect customer uncertainty about their order. A high volume of these enquiries signals poor communication, inaccurate delivery estimates or inefficiencies in the fulfilment process. Brands that fail to address WISMO concerns risk not only customer dissatisfaction, but also a significant strain on customer service teams, especially during peak periods.
WISMO directly impacts the customer experience, particularly when expectations are not met. Customers expect real-time updates on the status of their orders: anything less is unacceptable in the modern commerce environment. If a brand falls short in providing this information, the customer experience suffers, often resulting in negative feedback or even loss of future business.
The impact on customer satisfaction
Customer satisfaction is closely linked to the level of control and information they have over their purchase. For today’s consumer, uncertainty breeds dissatisfaction. Customers want to know when their order will be processed, shipped and delivered, and they want this information in real time.
According to a research from Verte , 91% of consumers actively track their packages, 39% track them once a day, and 19% of Americans track their packages multiple times each day. This reinforces the importance of minimising WISMO requests. If customers are constantly asking “Where is my order?”, it indicates a failure in the brand’s communication strategy.
Key factors that influence WISMO inquiries include:
- Lack of real-time tracking updates
- Inaccurate delivery dates or times
- Delays in shipping without customer notifications
- Issues with inventory visibility at the time of purchase
By addressing these challenges head-on, brands can improve not only customer satisfaction but also their overall operational efficiency.
How an OMS supports WISMO and improves customer satisfaction
An Order Management System (OMS) plays a critical role in decreasing WISMO inquiries and providing the level of transparency that customers expect. An advanced OMS, such as OneStock, offers features that directly impact how brands manage WISMO and, in turn, improve customer satisfaction.
- Real-time inventory visibility
One of the most important aspects of reducing WISMO inquiries is having accurate, real-time inventory visibility. When customers know that an item is in stock and available for delivery, their confidence in the brand grows. With an OMS, merchants can ensure that customers receive accurate inventory information at the time of purchase, reducing the chance of miscommunication.
- Proactive customer communication
Automated customer notifications powered by an OMS keep customers informed at every step of their order’s journey. From order confirmation to shipping updates and final delivery, proactive communication reduces the need for customers to inquire about their order status. The OMS can automatically trigger email or SMS alerts to keep customers in the loop, providing reassurance and transparency.
- Accurate Delivery Promise
Providing realistic delivery dates is key to managing customer expectations. OneStock integrates with carriers to offer accurate delivery timeframes, giving customers a clear sense of when to expect their orders. This level of transparency reduces WISMO inquiries by aligning customer expectations with real-world fulfillment capabilities.
5 actionable tips to boost customer satisfaction through effective WISMO Management
- Prioritise proactive communication: Instead of waiting for customers to ask, “Where Is My Order?” provide real-time updates throughout the order’s journey. Give customers peace of mind and reduce the need for manual inquiries.
- Deliver real-time transparency: Use an OMS to provide accurate, real-time tracking information. When customers know exactly where their order is and when to expect it, anxiety decreases, and trust in the brand increases.
- Offer multiple fulfillment options: Giving customers flexibility, such as same-day delivery, standard delivery, delivery in locker, or Click and Collect, not only improves convenience but also provides control over how and when they receive their order. This reduces the likelihood of WISMO inquiries by giving customers more confidence in their choices.
- Empower customer service with data: Ensure that your customer service teams have the tools and real-time access to order information needed to quickly resolve any WISMO-related queries. This speeds up resolution times and enhances the customer experience.
- Leverage technology for continuous improvement: Use insights from your OMS to identify patterns in WISMO inquiries and optimise your operations. By addressing the root causes, such as inaccurate Delivery Promises, or bottlenecks in fulfillment,brands can continually improve the customer experience.
As we enter the busy end-of-year shopping season, reducing WISMO inquiries is crucial for maintaining high levels of customer satisfaction. By leveraging a powerful OMS like OneStock, retailers can ensure accurate, real-time order updates, proactive communication, and reliable delivery estimates. Ultimately, this reduces the volume of WISMO inquiries, lightens the load on customer service teams, and improves the overall shopping experience.
