“That your customers no longer have to look for their order”, Jérémy Mandon (Nomadia)

Ordering online has never been easier. All e-commerce sites have made considerable efforts to streamline and secure the online shopping process. On the other hand, post-order is not so satisfying for customers. In the absence of clear and reliable information about delivery times and methods, customers become worried or impatient and turn to customer service with the eternal question: “where is my order?”.

By email or phone, these WISMO orders (acronym for “Where is my order?”) represent on average a third of the orders processed by the fulfillment services of e-commerce sites, with peaks of 70%, up to 80% during periods of high activity, such as the holiday season or sales.

These queries are problematic for two reasons. Its processing has a high direct cost, as it mobilizes – at least – a third of the time of the resources dedicated to customer service and that, while most e-merchants seek to convert their service from a “cost center” to a “cost center”. “profit center.” Its overhead cost is just as high. The mere fact that customers are led to ask themselves this question – and therefore to do customer service – is experienced as a degradation of the customer experience and generates a feeling of dissatisfaction This is often reinforced by the difficulty or inability of customer service agents to respond quickly and accurately to these requests.

Consequently, disappointed consumers tend to turn to e-commerce giants recognized as the most successful in post-order management. In other words, for e-merchants, how WISMO requests are handled has a significant impact on revenue and profitability.

Inform customers transparently

So, how to reduce the number of WISM requests? The safest way to limit your number is to make sure customers don’t have to wonder. And there are several solutions for that. First, informing customers transparently. The advertised delivery time is an essential factor in the e-consumer’s purchase decision. If the “always faster” rule seems to be essential in all areas of e-commerce, however, you should never display impossible deadlines on your website. The only result of this practice will be to inflate the flow of WISMO requests and expose customer service agents to exasperated customers.

On the contrary, it is necessary to be transparent about the availability of the offered items and the actual delivery times. This information must appear clearly in the product descriptions so that customers can place an order knowingly. Thus, all ecommerce website management systems allow you to automate sending confirmation emails. By systematically remembering the expected delivery date, it makes customers understand that it is useless to contact customer service before that date to find out the status of their order.

Should we go so far as to include an order cancellation link in confirmation emails? Giving a customer the opportunity to change their mind until the last minute, i.e. before the order fulfillment process starts, can be more sensible and less costly for businesses than preparing and delivering orders that will be declined. or returned.

Prioritize proactive information

Another key element is the fact of proactively favoring information. Post-order is not limited to sending a confirmation email. It’s easy to avoid many WISMO calls by keeping customers regularly informed, usually by sending an email or SMS at every significant step in the process of preparing and shipping their order. These messages are all opportunities to provide increasingly accurate information about the day and time of delivery and, if necessary, to request additional information from the customer aimed at ensuring delivery.

Here again, the sending of these messages can be easily automated thanks to the interface of the various software on which downstream logistics are based: inventory management system, shipment management system and, of course, route planning and tracking software in real time of deliveries.

Finally, e-commerce sites must develop “self-care” tools. Consumers are used to finding the information they need on their own. Giving them access to self-service tracking tools, with all the information at their fingertips, will save them from having to contact customer service to find out the status of their order. All major logistics players offer solutions that facilitate the implementation of this type of service. By inserting a link to these services in all after-sales email and SMS communications, customers will be encouraged to use them, without the need to enter their order number each time.

No matter the size of your e-commerce site, it’s easy to align yourself with the champions of post-order management by implementing a strategy that permanently frees customers and customer service from the burden of WISMO requests. With the ultimate goal of improving your brand image.

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