WISMO? 6 Tips for Dealing with “Where is my Order” Queries

WISMO communications can be problematic if they’re not managed properly. Here are our top tips for dealing with these queries effectively and efficiently regardless of which channels your customers choose to use.

Order tracking is one of the most common reasons for customers reaching out to retail businesses. And with the increasing expectation that orders should be handled, processed and shipped as quickly as possible, the responsibility of updating, tracking and keeping the customer informed throughout the delivery process falls to customer support teams.

But when customers continuously bring their order queries to the various communication channels you have open, it can be difficult to keep track of everything while also meeting their growing expectations. This is often referred to as an influx of WISMO enquiries, which can harm your business and the relationship you have with your customers.

Understanding WISMO, its potential impact on your business, and how to reduce these types of queries is essential for any business to get to grips with. We’re exploring all of that and more in this comprehensive guide to dealing with WISMO queries.

What Does WISMO Mean?

WISMO is an acronym for “Where is my order?” which is used to categorise any inbound customer query regarding their post-purchase order status. Once a customer places an order, the expectation is that they’ll receive updates right up until they receive it. These types of customer communications can be received across any channel, from phone calls to live chat and SMS.

Customers will typically reach out to find out when their order is due to arrive or where their order is in the shipping process. But the more of these enquiries your team receives, the less likely it is that your current order tracking and updating system is working to its full potential.

Why Does WISMO Matter?

Without proper management, WISMO enquiries can quickly overwhelm your customer support staff and leave your CSAT down in the dumps. Not only will your agents be spending the majority of their time responding to the same kinds of questions for different customers, but they’ll also be wasting a considerable amount of time pulling data and information about their orders from across different communication channels and your order systems.

WISMO becomes a big problem when teams can’t easily access delivery performance insights that can help them proactively handle post-purchase issues and keep customers adequately informed. It’s also equally as much of an issue if customers don’t have access to the delivery or returns insights they need.

All these issues indicate that your post-purchase customer experience is less than ideal and is in desperate need of a makeover.

The Cost of WISMO – How it Affects a Business’ Bottom Line

The bottom line is that WISMO queries can have a huge impact on your customer service budget. A high volume of these types of queries can cost your business time, money and resources that could be better spent elsewhere. While agents are spending time letting customers know when their orders will be dispatched over the phone and drafting emails about missing or delayed orders, your business is losing out on a serious amount of cash.

The repetitive nature of WISMO enquiries can also affect team morale over time and can lead to a high staff turnover if nothing is done to minimise the volume of questions and concerns.

Of course, WISMO also affects the people at the heart of customer service: the customer. With fewer options to quickly find out important order information often comes low customer retention due to a dwindling CSAT during the post-purchase phase, regardless of how good other aspects of their CX have been. This means fewer future orders, a poor reputation for customer service and customers being more likely to choose a competitor over you. Not only does this leave you with fewer returning customers, but it also leaves your profits looking low.

bottom line impact

Different Types of WISMO Customer Enquiries

As we’ve mentioned, “Where is my order?” enquiries can be directed at your team through any communication channels. Below are a few of the most common ways that customers will contact a business with their WISMO enquiries.

Phone Calls

This is considered to be a high-cost contact channel because it takes up lots of time and resources. Agents can typically only deal with one WISMO call at a time, which means that other customers can be left on hold if you’re experiencing a high call volume. Customers who choose to call your contact centre with WISMO enquiries can often be left disappointed with their service as a result, which can only be made worse by slow systems that lead to further delays when agents try to navigate through portals to find the correct information.


The top choice for communicating WISMO queries is usually via email. This is because customers have plenty of space to explain their issue and can send it at a time that’s most convenient to them, regardless of contact centre opening times. However, email chains regarding order status can often have long waiting times between responses, which means that it often doesn’t allow agents to bring real-time tracking to customers.

Chatbot/Webchat Enquiries

If chatbots and webchat are offered on your site, these are considered some of the best ways for customers to resolve WISMO queries. The main reason for this is that bots can automatically access the necessary customer and order data to respond quickly and accurately.

How to Reduce the Volume of WISMO Queries

One of your main customer service goals should be to reduce the volume of WISMO enquiries your support team are dealing with. The best way to achieve this is to offer self-service options and standard updates so that customers can quickly and easily find the information they would normally contact your support team for.

Below are six of our top tips for cutting down the number of WISMO queries your customers need to make.

Offer real-time order tracking

Most WISMO queries are on the topic of order timeframes, and in today’s world dominated by next-day delivery and express shipping, customers want real-time tracking information to be provided directly by the sellers.

At every stage, the customer should be updated on their order status in a way that works for them, whether that be via a self-service portal or a page on your website. Link your tracking directly with the company that ships your orders but be sure to include your own branding to show authority.

Set up multi-channel customer alerts

It’s worth setting up order alerts based on customer communication preferences. This way, it’s far more likely that the updates are reaching the customer at the right time, rather than being missed on a platform they don’t tend to check.

This is a great way to reduce WISMO if you already offer real-time tracking, but it doesn’t appear to be being utilised. Alerts can be linked to the self-service portal or page to direct customers to the information they need without contacting your team.

Create an improved post-purchase experience

The post-purchase experience can make a huge difference in whether customers feel the need to contact your team with WISMO queries. Directly after an order, customers should receive a confirmation including their order number for tracking, the shipping address for the order, expected delivery times, and anything out-of-the-ordinary they should be aware of.

The more information you can give them immediately, the more satisfied they’re likely to be with their post-purchase experience and the less likely they’ll be to have questions or concerns regarding the whereabouts of their order. It’s also recommended to collect feedback on their CX to find out what could be improved and what works well. This can be incredibly helpful for deciding the next steps when trying to reduce these types of communications.

Implement automation

Automation can be a great tool for reducing WISMO since you can set up automatic updates for customers through one or more of their preferred communication channels. This frees up time that your agents would normally spend on the phone, emailing or directly contacting your customers about their enquiries. Instead, information can automatically be sent out via text or email before your customer has a chance to think of a question about the status of their order. Automation helps you stay ahead of the curve, rather than falling behind with slow and outdated systems.

Set clear expectations

If your orders typically take a certain amount of time to reach customers, be sure to let them know. Similarly, if you’re experiencing delays that are out of the ordinary, it’s important to keep your customers informed as soon as you know.

By setting clear expectations for when orders should arrive, you can reduce the need for customers to contact you because you’ll be ahead of the game.

Include a shipping FAQ on your site

An updated FAQ or knowledgebase on the topic of shipping can be an invaluable tool when it comes to minimising the number of WISMO contacts. This can be linked to various times during the post-purchase window, alongside being highlighted in any additional alerts or updates sent out to customers. This can help them find the answers to their questions themselves, creating a more efficient process where the most accurate information is readily available.

How to Track WISMO Queries

Tracking the volume of WISMO queries your contact centre is experiencing is vital. Without regular monitoring, it’s difficult to determine whether your team are dealing with a high or low volume, never mind being able to do something about it.

Therefore, it’s best to set up analytics and insights into the reasons for inbound customer communications and find out what proportion of these are regarding WISMO. You can do this in a variety of different ways, including integrating your contact centre with third-party systems or implementing communications software that can offer real-time analytics and bespoke reporting.

How Gnatta Can Help with WISMO

Gnatta can transform the way you handle WISMO enquiries and boost your CSAT scores for the post-purchase experience. How do we do it? Let us show you.

Gnatta can combine all of your inbound communications into a single feed. This eliminates the need for your support staff to log into multiple systems simply to find out what information your customer is referring to in their WISMO contact. Instead, they can see all their information at the same time in a single customer view.

Omnichannel Support
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It’s as easy as that. Contact centre agents will be able to track the order, find out where it is at that current time and set up any additional alerts the customer requests. As a result, WISMO queries can be quickly dealt with, while customers are kept happy.

The single-customer view consolidates all communications in a way that makes it easy to track previous contacts in a multi-channel service. It all sits under a simple layout with easy navigation, meaning customers can receive the support they need as quickly and efficiently as possible regarding their orders.

With our Self-Service portal, we can get you up and running quickly, integrating social and email channels and routing inbound queries with ease.

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With the right technology and a good understanding of why WISMO queries can pile up, your business should be able to keep these inbound communications low and maintain high customer satisfaction.

Why not try Gnatta for yourself? Get in touch today to book a demo.

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