Enable self-service order tracking and proactive updates
Author:
Fluent Commerce
Changed on:
22 Oct 2025
Problem
The lack of accessible, real-time order status information forces customers to contact support for basic tracking updates, making WISMO (Where Is My Order) inquiries the highest volume driver of customer service contacts.
Without self-service tracking capabilities and proactive communication, retailers face unnecessary support costs, longer wait times, and frustrated customers. This preventable contact volume diverts service resources from higher-value customer interactions.
Example
A specialty apparel retailer's customer service team reported that over 60% of inbound contacts were WISMO inquiries. Customers had no self-service way to check order status beyond generic emails like "your order has shipped." The service team had to manually look up orders across multiple systems to provide updates, with average handle times of 8-10 minutes per inquiry. During peak holiday periods, wait times exceeded 45 minutes as the team was overwhelmed with preventable tracking questions that could have been answered through self-service tools.
