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Customer calls regarding deliveries, returns, and refunds can create significant administrative burdens for any business.
But, the real risk lies in the lasting damage caused by poor post-purchase experiences. Our research found that three-quarters of consumers would not buy from the same brand again after a bad delivery experience, and similarly, 73% would not re-purchase if they suffered a poor returns experience.
Cutting down on WISMO/WISMR calls isn’t merely about enhancing customer service. It’s also a strategic financial decision. It is crucial to retaining customers.
In fact, research by Harvard Business School found that a 5% increase in customer retention has been associated with a 25% to 95% increase in earnings.
Delivering exceptional delivery and return experiences that foster customer loyalty will have the knock-on effect of reducing costly customer service calls.
In this article, we’ll explore what WISMO/WISMR calls are, why they happen, the impact they can have, and strategies to reduce them.
Customers contact businesses all the time. However, one of the most common reasons is reaching out is to ask about the status of an order, return, or refund.
At first glance, it might seem straightforward. Customers are simply asking, "Where’s my order?" or "What’s happening with my return or refund?" However, the root causes of these customer service inquiries often run much deeper:
Most businesses think WISMO/WISMR calls are a customer service issue, but they can have other far-reaching consequences, such as:
Customer service teams can easily manage a single WISMO or WISMR query. However, as these queries pile up, they place a significant burden on customer service agents and other departments that have to monitor and report on order, return, and refund statuses.
In 2024, 73% of UK consumers say they won't return to a retailer after a poor returns experience.
Frustrated buyers are less likely to become repeat customers, and first-time shoppers who encounter a difficult returns or refund process may never shop with you again.
They might even share negative feedback on social media or leave a poor review online. Remember, 1,000 seamless returns journeys will like not receive a Trustpilot review, but one cumbersome, slow-refunding returns experience has a good chance of becoming a one-star review.
When businesses fail to track returns, goods can sit in limbo for days or weeks without being resold. For seasonal items or limited stock, this lack of visibility can lead to lost sales and unexpected stock issues on your website.
The more information you can provide your warehouse management team, the sleeker your warehouse floor will be.
Untracked delivery and return processes open the door to fraud. For example, a customer might claim that an item never arrived or say they returned something when they did not.
Over time, dealing with fraudulent returns and false claims can accumulate and cost your business valuable time and resources. Stretched resources will eventually result in Customer Service Agents spending less time on individual tickets. This could lead to further frustrated customers or more returns abuse slipping through the cracks.
Cutting down on WISMO and WISMR isn’t necessarily about cutting human contact. Of course, you can automate parts of your customer service team to help with simple enquiries; but primarily, your focus about streamlining the order journey with smarter tools, processes, and policies that not only reduce these calls but also help retain loyal customers.
If you're wondering where to begin, consider these practical steps:
Implementing a self-service portal empowers shoppers to track their parcels effortlessly. Customers can view every step of the delivery process, including "collected by carrier," "in transit," "out for delivery," and "delivered," without needing to contact your customer service team.
See our returns portal in action with this guided product demo:
Automated email updates that keep customers informed about deliveries, returns, and refunds are a great way to reduce WISMO and WISMR calls. When shoppers know their parcel is on its way or see that their return has been scanned into a warehouse, they gain confidence in your processes.
Our research found that 43% of UK consumers consistently check post-purchase updates and an astounding 95% of customers believe the ability to track returns is important. To ensure these updates are seen, consider using multiple communication channels, such as SMS, so important information doesn't get lost in email inboxes or spam folders.
Offering multiple refund methods, such as gift cards, live exchanges, or instant in-store refunds, can help reduce frustration, retain revenue, and eliminate the need for processing returns.
Our research found that 57% of people would accept a refund credited to a gift card instead of their account. That means quicker refunds to your customers, less contact to your customer service team, and retained cash for your business.
If you're experiencing a high number of "where is my return?" calls due to unreliable carriers, consider adding additional return options like in-store returns, locker drop-offs, or post office drop-offs.
“Consumers want choice and convenience in their returns process. They want to see affordable prices and different consumers want different collection options or drop-off points.” - Al Gerrie, CEO, ZigZag.
New Look, a popular British fashion retailer, partnered with ZigZag to tackle a key pain point in its returns process: ‘Where Is My Return?’ (WISMR) enquiries.
Previously, customers would call and email to check refund statuses, which put extra strain on the customer service team and diminished trust in the brand.
The core issue stemmed from a lack of transparency. Customers received updates only after we fully processed their refunds, which left them anxious and led to more enquiries.
With ZigZag, shoppers now receive confirmation emails at each step of the returns process, which has led to a 20% decrease in the amount of WISMR calls they deal with.
“Before, customers had no updates until the refund was processed. Now, ZigZag confirms the drop-off and notifies when it reaches the distribution centre, reducing enquiries for our Customer Service Team.” - Rachel Troke, Senior Product Manager, New Look.
If you are a business with a large network of stores, perhaps explore promoting in-store returns heavily online. Rather than taking up customer service time through tickets and phone calls, they can head to an already staffed store and speak to a person for a more efficient solution. Returns can be handled quicker and refunds processed immediately. ZigZag also offers in-store kiosks that can be used for self-service returns.
“One thing I’m particularly proud of is that our Trustpilot score has increased from 4.3 to 4.7 during the time we rolled out paid postal returns and changed the in-store returns process. We are delighted with the impact the convenient drop-off kiosks and improved tracking has had on our customer satisfaction.” Rachel Troke, Senior Product Manager, New Look.
In the UK, 84% of shoppers always review the returns policy before making a purchase. Your online policy is often the first touchpoint for customers, setting clear expectations around deliveries and returns. By updating and clarifying your policies, you can empower customers and significantly reduce WISMO/WISMR calls.
Review your current policies to ensure they:
This is pretty obvious. Not only should you publicise narrower refund windows but also aim to get customers refunded faster.
Customers are typically ready to wait up to a week for a refund, but the average refund speed of the top 130 UK retailers is 9.5 days. That means for many customers, retailers are holding there refunds hostage for 2.5 days longer than they should have.
Annoyingly refunds can take longer than shoppers realise, given transportation and warehouse processing times, particularly for international orders/returns. So you need strong communication throughout, realistic but fast refund times, and a returns solution, like ZigZag, that can get goods back through the supply chain quickly.
In a recent study conducted by ZigZag, 59% of people surveyed said they want detailed shipping updates. If you're using an untracked carrier service, you're likely to receive a high volume of WISMO/WISMR calls.
Switching to tracked shipping not only gives customers real-time visibility into their deliveries but also helps reduce service calls and improve overall satisfaction.
With 93% of UK consumers having encountered a delivery issue at some point, it's crucial for businesses to keep a close eye on their carrier’s reliability and performance.
Tracking delivery times, lost parcel rates, and tracking accuracy can reveal how third-party providers might be contributing to increased WISMO/WISMR enquiries, allowing you to make informed improvements.
Many businesses struggle to reduce WISMO/WISMR calls while still ensuring a positive post-purchase experience. Although striking this balance can be challenging, it is definitely achievable.
There’s no quick fix, but a multi-pronged approach that uses the right technology sets clear expectations and empowers customers can go a long way toward curbing WISMO/WISMR.
If reducing WISMR calls is a priority, ZigZag can help improve your returns processes and reduce WISMR with our purpose-built returns software.
Here are some features that can help:
We’d love to discuss how ZigZag Global can help reduce WISMO/WISMR and improve your current returns processes.
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