WISMO: Order vs Package Tracking Which Do You Track?

If You are Selling Physical Goods Online Chances are That 40% or More of Your Customer Service Inquiries Post Purchase are Tied to WISMO “Where is My Order”. Is your customer experience automation solution set up in the most efficient way to handle these WISMO requests?

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Fang Cheng

CEO, Founder | Linc
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Fang Cheng is the founder and CEO of Linc, the only CX Automation platform built for retail brands. With a Ph.D. in bioinformatics from NYU, Fang previously co-founded a business acquired by Amazon, and prior to that, she worked as a hedge fund manager.

Recent Article: Treat Returns as a Competitive Advantage that Increases Customer Lifetime Value

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Fang Cheng  00:04

If you're selling physical goods online, the chances are that 40% of your customer service inquiries post purchase are tied to where's my order?

Fang Cheng  00:12

But what are your customers really tracking?

Fang Cheng  00:15

Data have shown the average is 63% of these with more questions are asked before an order is fulfilled. So clearly the majority of "WISMO" questions are really "when will you ship questions?".

Fang Cheng  00:28

Most of the tools out there for enhancing your tracking experience only starts when a tracking number gets generated, they miss the biggest part of the problem.

Fang Cheng  00:38

Some are attempting to use machine learning to predict the fulfillment time and ultimately an estimated delivery date. However, a predictive algorithm only works for businesses who have a highly predictable fulfillment operation.

Fang Cheng  00:53

It gets even harder when you have a big drop shipping business or ship from store services. An unreliable predicted delivery date it can backfire easily as one false prediction cannot outweigh10 accurate predictions in customer experience.

Fang Cheng  01:10

So what can you do to effectively improve your order tracking experience, especially during the fulfillment stage?

Fang Cheng  01:17

Here's how the Linc platform addresses this challenge. We take the tracking experience from being package level tracking starts with a tracking number to order level tracking which starts immediately at the inception of the order.

Fang Cheng  01:29

We offer shoppers the option to get an order status update through proactive communication immediately after they submit their order. Our results have shown now 22% of all shoppers will opt in to at least one modern communication channels for notification across text message, Facebook Messenger and voice assistants such as Alexa and Google Assistant.

Fang Cheng  01:52

The opt-in shoppers check emails twice less frequently. As they know they will be notified it's through the channel of their choice. And then we don't stop there.

Fang Cheng  02:02

We make it super convenient for the shoppers to ask when they do have a question. This can be asking through Facebook Messenger or Alexa. Even on tracking page we put in 'message us' and message carrier touchpoints.

Fang Cheng  02:18

Best of all, when shoppers do reach out Linc knows the context of the question. Already tying a tracking question to a specific order number and can provide the shoppers an immediate answer. The answer can include accurate delivery date if the package is already in transit, or if it's before the fulfillment is done, It leverages a knowledge base which you the brand can control, to let your shoppers know how long it typically takes for you to fulfill and other were any scenarios that can cause a delay.

Fang Cheng  02:52

We found that in 95% of the cases, the automated response fully satisfies the shoppers needs, and in that 5% we seamlessly hand over to a customer service agent. We also provide a robust open API set for you or your fulfillment partners to send updates in cases of exception.

Fang Cheng  03:14

This can be a fulfillment delay event or failed to fulfill and due to auto stock event. Linc will leverage our notification engine to proactively inform the shopper. So the next time if you have a big sale and fulfillment time takes a little longer not a problem. You have a scalable and customer friendly way to communicate with shoppers. And that's all they want from you.

Fang Cheng  03:42

Finally, order level tracking instead of package level tracking offers additional benefits. The ability to show customers what's in the box reduces confusion in cases of split shipments, and if you use Linc's contextual upsell feature. This order level information also fuels the intelligence behind our product recommendation, which drives the 17% click through rates and 5% same day sales conversion.

Fang Cheng  04:10

So as you consider how to improve your customer loyalty, how to compete with Amazon and differentiating yourself in the market. Consider improving your order tracking experience and choose the right vendor to buy and delight your customers.

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