Key features of ClickPost WISMO Solution

The Relationship Between WISMO Calls and Reduced Profits

What we discussed above is only half of the story. A low CRR is bad as it is, but it also denotes a low customer lifetime value (CLV). 

Customer Lifetime Value can be understood as the total amount of business a company can expect from a customer. Repeat customers boost a brand’s CLV, whereas one-time shoppers don’t. 

Studies suggest businesses must aim for a 3:1 ratio between CLV and CAC to stay profitable. This means a customer’s lifetime value must be three times more than the cost of acquiring a new one. Since WISMO calls indicate customer frustration and anxiety, there is a high chance such shoppers will not buy again from that brand. 

This not only hampers brand image but also reduces the overall profitability of that ecommerce business.

6 Strategies to Reduce WISMO Calls

As we’ve discussed above, customers make WISMO calls when they lack visibility about the status of their orders. Fixing the root cause of the problem is the only way to reduce WISMO calls.

1) Provide Correct EDDs

To manage customer anxiety, businesses must include accurate delivery estimates on their websites and product pages. Offering correct estimated delivery dates helps customers set realistic expectations about their order deliveries. It also allows them to plan ahead in case the order is a gift.

Receiving your order a day or two days later than the EDD is a common ecommerce problem. Therefore, brands must really prioritize using an EDD app or software that calculates delivery times based on metrics like carrier performance, SLA terms, location access, and more.

2) Minimize Shipping Delays

Shipping delays are the biggest culprits behind WISMO calls, and understandably so. While we may still be a little way off from being able to fully eliminate shipping delays, we can do something to reduce them.

Ecommerce companies using multiple carriers are often less prone to shipping delays because they can check the delivery times of every carrier before assigning them to an order. Streamlining the supply chain to avoid production, manufacturing, or delivery delays is another way of minimizing shipping delays. 

3) Renegotiate Carrier SLAs

A brand’s service-level agreements with every carrier differ. But if you are seeing a sudden increase in WISMO calls, it might be time to renegotiate your terms and conditions with your shipping carriers. 

There are many different types of SLAs for the ecommerce industry, like customer-requested due date (CRDD), on-time pick-up or on-time delivery, OTP-based delivery, etc. SLAs must be picked depending on the type of merchandise a company sells and the kind of customer service it wants to deliver. 

For example, if your store offers same-day or next-day delivery, it must require time-guaranteed delivery from its carriers.

4) Offer Real-Time Order Tracking

Provide a self-service order tracking portal where customers can see the status of the orders in real-time. It also helps to use a shipping software like ClickPost that standardizes order status messages received from 400+ carriers to 9 unified notifications from clearer communication. 

This order tracking page can be turned into a branded or white-labeled page with custom product recommendations, featured labels, and more to attract additional sales.

5) Proactive Communication

In spite of your many efforts, SLA breaches, shipping delays, and failed deliveries are inevitable. However, to keep your customers from getting to you first with a WISMO call, businesses must make the first move.

Online sellers must make use of intelligent logistics tools that anticipate order delays, roadblocks, and supply chain disruptions ahead of time. ECommerce companies can then relay the same information to their customers before they start fretting about the status of their orders.

6) Enable Multi-Channel Correspondence

The fastest way to communicate with your customers these days is through WhatsApp. So ideally, an e-commerce company should invest in WhatsApp integration channels to communicate with hundreds of shoppers easily. Apart from traditional routes like email and SMS, IVRS is another tool businesses should look into.

By integrating their order tracking tools with IVRS, businesses can make tracking data readily available for when customers message chatbots. A customer-first approach is a sure-shot way of reducing WISMO calls.