June 29, 2023
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Minimize WISMO Inquiries: Proven Checklist for CX Managers

Deliver Happiness and Minimize WISMO Inquiries: Use the Proven Checklist for CX Managers

eCommerce CX managers often face challenges minimizing frustrating “Where Is My Order” (WISMO) inquiries. Today’s online shoppers expect fast deliveries. They are anxious to receive the order and do not hesitate to call daily to get information.

This checklist will empower you to reduce WISMO inquiries and enhance overall customer satisfaction by leveraging advanced tracking technologies and optimizing communication channels. Join us as we explore the actionable steps and success stories to maximize CX team success.

IMG 1-Checklist to Reduce WISMO inquiries

Minimizing WISMO Queries: Uncover the Root Causes Behind Customer Questions

However basic it sounds, discovering the root causes of any problem is the first step in solving it. As the person responsible for customer satisfaction, you must understand the underlying issues that lead to customer inquiries or complaints. Otherwise, you won’t be able to address the issue, prevent it from happening, or minimize the time wasted on WISMO.

It’s not enough to just ask why so many people inquire. Use the 5-why method, until you are certain you know where and when to take action. The goal is to eliminate WISMO time and improve the buyer’s experience.

The 15 most common causes of WISMO inquiries are:

1. Lack of tracking information

2. Shipping delays

3. Technical issues

4. Incorrect shipping address

5. Lost packages

6. Product availability

7. Payment issues

8. Inadequate customer support

9. Delivery issues

10.  Miscommunication

11.  Billing discrepancies

12.  Package theft

13.  Inaccurate product description

14.  Inventory errors

15.  International shipping complications

Investigate the root causes thoroughly. Gather as much information as possible. If you don’t have records of customer inquiries and what caused each, start tracking them. The more cases you include in your list, the more effective your WISMO management will be. Big data analysis and Pareto method are invaluable tools to solve the problem you are facing

IMG 2-example of Pareto diagram in WISMO reduction

Patterns into Solutions: Analyzing WISMO Trends for Effective Problem Solving

When you create your company’s Pareto, attack the first two-three main causes. Based on the 20-80 principle, only 20% of all reasons for WISMO inquiries cause over 80% of time spent answering Where is My Order questions.

Here are quick reminders how and where each of the listed causes may be solved:

  1. Lack of tracking information: Provide customers with a clear and accurate tracking number and regular updates about their order’s status on the company’s website.
  2. Shipping delays: Offer customers alternative shipping options or provide timely notifications about any delays through email or text message.
  3. Technical issues: Conduct frequent maintenance checks on the website or app to prevent technical difficulties from arising.
  4. Incorrect shipping address: Verify every customer’s shipping address before sending out orders during checkout.
  5. Lost packages: Implement a system for tracking lost packages and offer customers refunds or replacement products through customer support channels when necessary.
  6. Product availability: Ensure that all products listed on the website are available in stock, or provide customers with accurate estimates of when the product will become available in the product description section.
IMG 2-Checklist to Reduce WISMO inquiries
  1. Payment issues: Clearly communicate any payment issues and provide customers with alternative payment methods during checkout.
  2. Inadequate customer support: Invest in training for customer service representatives to improve the quality of customer support through email, phone or chat.
  3. Delivery issues: Work with reliable delivery partners and update customers on their order’s delivery status through email and text message.
  4. Miscommunication: Ensure all communication with customers is clear and accurate to avoid misunderstandings through email, phone or chat.
  5. Billing discrepancies: Address billing issues immediately and provide customers with detailed explanations of any discrepancies through email or phone.
  6. Package theft: Protect against package theft by implementing secure delivery options such as requiring signatures during checkout.
  7. Inaccurate product description: Ensure that product descriptions are accurate and that customers know exactly what they purchase on the product description page.
  8. Inventory errors: Implement inventory management systems to prevent errors and ensure that products are always available when customers place orders through the company’s backend.
  9. International shipping complications: Communicate international shipping policies and offer customers alternative shipping options if necessary during the checkout process.

Each problem should be solved at the appropriate stage of the customer journey. 

For example, product availability and accurate product descriptions should be addressed on the website’s product pages, while issues with payment and billing should be solved during the checkout process. 

Delivery-related problems should be handled during shipping, and tracking information and updates can be provided through the company’s website or communication channels. 

Any issues that arise after delivery, such as lost packages or product defects, should be handled through customer support channels.

Empower Your Customers: Promote Self-service Options

Promoting self-service options is a valuable strategy for reducing WISMO (Where Is My Order) time and improving omnichannel customer experience. Empowering customers to find information and resolve issues independently will alleviate the burden on customer support teams and enable faster resolution times.

IMG 3-example of Pareto diagram in WISMO reduction

To motivate and encourage customers to use self-service options, you can try the following strategies:

  • Make it easy: Ensure your self-service options are user-friendly and easy to navigate. Provide clear instructions and intuitive design to help customers find what they need quickly and easily.
  • Incentivize use: Offer discounts or rewards for customers using self-service options to track their orders or change their shipping information. Communicate these incentives clearly on your website or app.
  • Educate customers: Promote your self-service options through email campaigns, social media posts, or banner ads. Explain the benefits of using these tools and how they can save time and effort.
  • Personalize communication: Use customer data to send targeted notifications about order updates, shipping tracking information, and delivery times. Address customers by name and provide relevant information based on their order history.
  • Monitor usage: By conducting online surveys, track how customers use your self-service options and identify areas where they may struggle. Use this feedback to improve your self-service options and provide better support.
  • Simplify self-service: Offer simple and fast self-service options like chatbots or virtual assistants to guide customers through tracking their orders or updating their shipping information.
  • Ensure consistency: Ensure that all your customer-facing teams such as customer service and social media support are aware of the self-service options and promote them consistently.

By implementing these strategies, you can motivate and encourage customers to use self-service options, reducing WISMO calls and improving the customer experience ecosystem.

Below, we’ll show you the most effective self-service options you may implement.

Forge an Information Hub: Construct Detailed FAQs for Common Concerns

One way to reduce WISMO calls and improve the customer experience is by creating a detailed information hub with frequently asked questions (FAQs) for common concerns. 

IMG 4-Checklist to Reduce WISMO inquiries

Here’s how you can create an effective FAQ section:

  1. Identify common concerns: Review past customer inquiries and feedback to identify common concerns or questions that customers often have.
  2. Categorize FAQs: Categorize the identified questions based on shipping, returns, payments, product information, and more.
  3. Write clear and concise answers: Provide clear and accurate answers to each question in simple, easy-to-understand language.
  4. Make it easy to find: Ensure the FAQ section is easy to navigate and prominently displayed on your website or app. Use drop-down menus or a search bar to help customers quickly find the necessary information.
  5. Keep it up to date: Regularly review and update your FAQs to ensure they remain accurate and relevant. This will help reduce the number of WISMO calls and improve customer satisfaction.
  6. Incorporate visual aids: Use visual aids such as images, videos, or diagrams to help customers understand complex information or instructions better.
  7. Test it out: Ask customers to test your FAQ section and provide feedback on its effectiveness. Use their feedback to make any necessary adjustments.

By creating a detailed information hub with well-crafted FAQs, you can give customers quick and easy access to common concerns. This will help reduce the number of WISMO calls and improve the overall customer experience.

Clear Expectations: Provide Upfront Shipping Information to Prevent Queries

Providing shipping information upfront is crucial at specific touchpoints along the customer journey. Here are some key moments and channels where you should offer shipping details:

  1. Product pages: Include shipping information on your product pages, preferably near the “Add to Cart” or purchase button. Mention estimated delivery times, available shipping options, and applicable fees or restrictions. This ensures that customers are aware of shipping details before making a purchase.
  2. Shopping cart or checkout process: Reiterate shipping information during the shopping cart or checkout process. Display estimated delivery dates based on the customer’s location and selected shipping method. This helps customers make informed decisions about their purchases and reduces surprises or confusion later.
  3. Order confirmation: Immediately after a customer completes their purchase, provide a comprehensive order confirmation email. Include the shipping address, order summary, and expected shipping and delivery dates. This confirmation email is a reference point for customers to track their orders and sets clear expectations about the shipping process.
  4. Shipment notification: Once the order is shipped, send a shipment notification email or message with the tracking number and a direct link to the tracking page. Inform customers about the shipping carrier and provide instructions on how to monitor the progress of their package. This notification reassures customers that their order is on its way and allows them to keep track of its status.
  5. Customer portal or account page: If you have a customer portal or account page on your website or app, display shipping information prominently. Create a dedicated section where customers can access order history, track current shipments, and review shipping details for each order. This self-service option gives customers quick access to shipping information without contacting customer support.

This proactive approach minimizes the need for customers to inquire about shipping details separately and enhances their overall experience with your brand.

IMG 5-Checklist to Reduce WISMO inquiries

Transparency at Checkout: Supply Detailed Tracking Info at Purchase

Supplying detailed tracking information at the time of purchase is a great way to prevent WISMO calls and improve the customer experience. Here’s how you can supply detailed tracking info at purchase:

  1. Send a confirmation email: After a customer has made a purchase, send them a confirmation email with their order number and a link to track their package.
  2. Include tracking information on the website or app: Provide customers with access to their tracking information by including a “Track My Order” button on your website or app. This will allow customers to view real-time updates on their package’s location and estimated delivery time.
  3. Use SMS or text messaging: Send automated text messages or SMS alerts to customers with tracking information. This can provide an additional communication layer for customers who may not regularly check their email.
  4. Offer delivery notifications: Allow customers to sign up for delivery notifications via email or text message. This will notify customers when their packages are out for delivery or have been delivered.

Beyond Standard Delivery: Offering Alternative Delivery Methods

Offering alternative delivery methods provides flexibility and convenience to customers, enhancing their overall experience and satisfaction.

IMG 6-Checklist to Reduce WISMO inquiries

Here’s why and how you should offer alternative delivery methods:

  1. Customer convenience: Alternative delivery methods give customers options that align with their preferences and schedules. Not everyone can receive deliveries during business hours or at home. By offering alternatives such as evening or weekend delivery, pickup from a nearby location, or delivery to a workplace, you cater to diverse customer needs, ensuring they can receive their orders conveniently.
  2. Reducing missed deliveries: Alternative delivery methods help mitigate the issue of missed deliveries. Customers who are unavailable at home during the day or have unpredictable schedules may find it challenging to receive packages. Providing options like delivery to a local pickup point or scheduling delivery for a specific time slot minimizes the chances of missed deliveries and subsequent frustrations.
  3. Flexibility for returns: Alternative delivery methods also extend to return processes. Offering options such as drop-off at a nearby location, collection from a designated point, or even returns through mail can simplify the return process for customers. This flexibility encourages more customers to engage in hassle-free returns, fostering a positive perception of your brand.
  4. Partner with logistics providers: Collaborate with logistics providers offering various delivery options. Partner with local pickup locations, locker services, or on-demand delivery platforms to expand the range of choices available to your customers. Integration with these partners enables seamless coordination and execution of alternative delivery methods.
  5. Communicate options: Make alternative delivery methods accessible and visible throughout the customer journey. Display the available options prominently on your website, during checkout, and in confirmation emails. Provide detailed information about each method, including associated fees, delivery timeframes, and instructions for choosing or selecting preferences.
  6. Personalize recommendations: Leverage customer data and past purchase behavior to personalize delivery method recommendations. Analyze factors such as location, delivery preferences, and previous choices to suggest the most suitable alternative delivery options for individual customers. This level of personalization enhances the customer experience and increases the likelihood of successful deliveries.

Efficiency Through Automation: Minimize Time and Errors on Repetitive Tasks

Amidst the challenges of customer support, repetitive tasks can drain efficiency and productivity. However, a solution lies in the power of automation. Incorporate intelligent technologies and automated systems to minimize the time spent on WISMO inquiries, allowing customer support teams to focus on more complex and value-added tasks. 

Utilize some of the automation strategies, such as order tracking systems, chatbots, and AI-powered communication tools, to provide customers instant updates and accurate information. Harnessing the power of automation is essential to optimize customer experience, enhance efficiency, and ultimately drive sustainable growth.

IMG 7-Checklist to Reduce WISMO inquiries

Automation tools will alleviate the burden of repetitive work, minimize WISMO inquiries, and improve your customer support operations’ overall productivity and effectiveness.

  1. Automated Order Tracking Systems: Implementing an automated order tracking system allows customers to track their orders in real-time without requiring manual intervention. These systems provide timely updates on order status, estimated delivery dates, and potential delays, reducing the number of WISMO inquiries.
  2. Chatbots: Integrate chatbot technology into your customer support channels to handle common inquiries and provide instant responses. Chatbots address frequently asked questions, guide customers through self-service options, and offer proactive updates on order status. They will reduce the time spent on repetitive queries, allowing your team to focus on more complex customer issues.
  3. AI-powered Email Management: Utilize AI-powered email management tools to categorize and prioritize incoming customer emails. These tools use natural language processing to identify the purpose and urgency of each email. High-priority inquiries receive immediate attention while automating responses to more routine requests.
  4. Workflow Automation Tools:  Streamline internal processes and eliminate manual tasks to save time, reduce errors, improve efficiency, and decrease reps layoffs and quits. 

Streamlining for Shorter WISMO Time: Refine Internal Processes to Minimize Queries

As a customer experience manager, your role is to identify areas for improvement and advocate for changes that will enhance the customer experience. Work with other departments and utilize data analytics to refine internal processes and minimize WISMO queries. 

You may not have the power to implement all the necessary changes, but there are several steps you can take to influence transformation within your company:

  1. Create a powerful report about the most common types of WISMO inquiries your business receives. Show your bosses how much money the company loses, or may save.
  2. Work with the logistics department: Identify areas for improvement and develop strategies to reduce WISMO inquiries. It would be more effective to come to solutions together, than to ask for changes.
  3. Streamline order fulfillment: Collaborate with operations and logistics teams to streamline order fulfillment processes. Optimize inventory management, packaging, and shipping to minimize errors and delays, reducing the need for customer inquiries.
  4. Foster cross-department collaboration: Encourage collaboration between customer support, sales, and product teams to improve communication and information sharing. Together, ensure accurate and consistent information is readily available to address customer queries.
  5. Communicate with customers: Send proactive updates or ask for feedback.
  6. Enhance product descriptions: Improve the clarity and accuracy of product descriptions on your website or catalog. Include detailed specifications, dimensions, and usage instructions, reducing customer confusion and subsequent queries.
  7. Invest in training: Provide comprehensive training to your customer support team to ensure they have in-depth knowledge about products, policies, and procedures. Well-trained agents can address customer queries effectively, minimizing escalations and follow-up inquiries.
  8. Use data to make informed decisions: Utilize data analytics to identify trends in WISMO inquiries and track progress over time to determine if modifications to internal processes are producing the desired results.

Equip Your Team: Train Reps to Handle WISMO Queries Effectively

Organize effective training programs for customer support representatives to enhance their skills and proficiency in addressing customer inquiries, including WISMO (Where Is My Order) questions. Here are some key training methods to consider and the effects they can have on reducing the time spent on answering WISMO queries:

IMG 10-Checklist to Reduce WISMO inquiries - train your reps
  1. Order management systems: Familiarize your reps with the order management systems and tools used within your organization. Train them on navigating these systems effectively, retrieving order information, and providing real-time updates to customers. This proficiency will enable faster and more accurate responses to WISMO queries.
  2. Communication skills: Offer training on effective communication techniques, including active listening, empathy, and clear articulation. Representatives who can actively listen to customer concerns and respond empathetically address WISMO inquiries more efficiently.
  3. Problem-solving and decision-making: Equip reps with the skills to analyze situations, identify root causes, and make informed decisions when resolving WISMO queries. This training will empower them to minimize the time spent on each interaction.
  4. Process and policy knowledge: All members of the customer support team should have a comprehensive understanding of your company’s processes and policies, especially those related to order fulfillment, shipping, and returns. This will enable them to provide accurate information, reducing the need for follow-up inquiries.
  5. Role-playing and simulations: Conduct role-playing exercises and simulations to practice handling various scenarios. Reps will develop skills in a controlled environment, preparing them to handle real-life situations easily and quickly.

The goal is to handle all questions during the first contact. Monitor each repeat calls and use the situation for further improvements.

Listen, Adapt, Improve: Use Customer Feedback to Reduce WISMO Queries

Utilizing customer feedback is a powerful strategy for reducing “Where Is My Order” (WISMO) queries and improving the overall customer experience. By actively collecting and analyzing feedback, businesses can gain valuable insights into the pain points and areas of improvement related to order tracking and delivery. Here’s how customer feedback can effectively reduce WISMO queries:

  1. Identifying common issues: Feedback provides first hand information about customers’ challenges when tracking their orders. Identify recurring issues or pain points contributing to WISMO inquiries and proactively address concerns.
  2. Process improvement: Identify gaps or bottlenecks in order tracking and delivery processes. By understanding customer frustrations, you’ll refine internal processes, optimize logistics, and enhance communication channels.
  3. Tailoring communication: Understand the preferred communication channels and formats for order updates. You’ll provide timely and relevant information by aligning communication methods with customer preferences, such as SMS notifications or personalized email updates, reducing the need for WISMO calls.
  4. Proactive updates: Feedback will give you insights into the specific information customers seek when tracking their orders. Discover critical milestones, ensuring customers stay informed and reducing the likelihood of WISMO inquiries.
  5. Continuous improvement: Regularly collecting and analyzing customer feedback. Monitor the effectiveness of all efforts in reducing WISMO queries. Measure customer satisfaction levels, identify trends, and make data-driven improvements to further minimize the occurrence of WISMO inquiries over time.

Data-Driven Improvements: Implement Lean PDCA Model


IMG 8-Checklist to Reduce WISMO inquiries

The best practices and case studies showed that the best way to reduce time spent answering WISMO questions is the Plan-Do-Check-Act (PDCA) model. Here’s how to apply it:


  • Analyze the current process: Assess the existing process for handling WISMO queries, including the steps involved, communication channels used, and pain points.
  • Set goals and objectives: Define specific goals, such as reducing response time or minimizing the number of WISMO inquiries.
  • Develop improvement strategies: Identify strategies to streamline the process, enhance communication, and proactively address customer concerns. Consider automation, self-service options, and improved tracking systems.


  • Implement process changes: Roll out the planned improvements, such as introducing automated order tracking systems, enhancing self-service resources, and optimizing communication channels.
  • Train customer support team: Provide training on the updated process, tools, and new technologies implemented. Ensure they have the skills and knowledge to handle WISMO inquiries efficiently.


  • Monitor and measure: Track and analyze key metrics related to WISMO inquiries, such as response time, query volumes, and customer feedback. Use data and analytics to assess the effectiveness of the implemented changes.


  • Identify areas for improvement: Based on the metrics analysis and customer feedback, identify areas that require further refinement or adjustment.
  • Make necessary changes: Implement adjustments and enhancements based on the findings. This could include further automation, process tweaks, or additional training for the customer support team.

Never Settle: Continual Reviews to Enhance WISMO Reduction Efforts

MOST IMPORTANT -Repeat the cycle:

  • Continuously evaluate and refine: Maintain an ongoing process of evaluating performance, gathering feedback, and implementing improvements to ensure sustained reduction in time spent on WISMO queries.

Following the PDCA model, you will establish a systematic approach to continuously improve your customer support team’s efficiency in handling WISMO inquiries. You’ll adapt and refine strategies based on real-time data, leading to more effective and streamlined operations.

Additionally, since you will (or already have) introduce beter inter-department cooperation, all changes you make, and procedures you create will spread to other teams.

  • Promoting self-service, 
  • improving website content, 
  • eveloping comprehensive FAQ, 
  • learning company policies and procedures, 
  • implementing newes automation tools, 
  • effectivly communicate with customers, and 
  • constantly improving the work and services 

will lead to steady business growth, increase sales, and high profits.

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