The consolidation of eCommerce in Spain has brought with it a exponential increase in the level of consumer demand. In line with the so-called “Amazon experience”, customers expect and demand fast delivery and continuous updates from the moment they make their purchase.
As a result, the sector faces the challenge of knowing how to manage and respond effectively to the WISMO phenomenon, an acronym for the question in English “Where Is My Order?”, “Where is my order?”. Rate WISMO indicates the percentage of calls and messages received by customer service of a shopper requesting information about tracking the shipment of online orders.
The WISMO rate is synonymous with the efficiency of customer service. It can lead to a 50% of requests received by Costumer Services, and in campaigns such as Black Friday or Christmas, this figure can reach up to 70-80%. Taking into account that the average cost generated by managing each of these requests is approximately 5 euros, the return on investment in improving post-sale processes to guarantee customer satisfaction is more than evident.
45% of consumers will not buy again after a bad delivery experience
Data indicates that 45% of consumers will not buy again after a bad delivery experience, which equates to high potential for abandonment and serious revenue loss for eCommerce. Added to this is the potential risk that unresolved issues and disappointing delivery experiences turn into negative consumer reviews that will be shared causing irreparable damage. 93% of Internet users admit to looking for opinions online before making a purchase; Therefore, a negative experience not only means losing a customer who had already bought, but also losing the possibility of conquering several new ones.
“In a market with such aggressive competition, service is no less important than product. Providing a quality assistance service is a priority to leave a good memory in the consumer who can become a loyal customer.” It states Roberto Fumarola CEO & CoFounder of Qapla’.
Qapla’ allows you to track orders and intervene on any problems that arise
A shipment tracking platform like Qapla’ effectively reduces these percentages and costs. Its software allows support teams to work in a single control panel to check the tracking of all carriers (160 supported) and intervene in real time on any problem that arises. In addition, an automatic notification system via email, SMS or WhatsApp will inform recipients of any significant updates regarding the shipment of their order.
It is a simple two-way communication solution from eCommerce to customers and carriers. The system allows both to include notes to the carrier, in which we can warn if the client wants the shipment to be delivered at a point other than the one initially communicated or at a certain time; like, customers send eCommerce “tickets”, direct messages that are visible in the same system. In this way, communication is fluid in both directions and the effective resolution of possible unforeseen events is facilitated. Thanks to this, the eCommerce companies that already work with Qapla’ have achieved reduce an average of -54% the requests related to deliveries.
There is an important aspect to consider in the workload of e-commerce. Not every day of the week is the same for the volume of online purchases and therefore for the number of requests to customer service. Qapla’ has made a study divided by sectors and by countries on the distribution of online orders during the different days of the week, from a sample of 540 European eCommerce. Knowing the peak days, you can also calibrate the marketing activities for your sector (for example, sending newsletters).
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How to handle large volumes of queries during shipping [Whitepaper]
Order confirmation and follow-up messages are appreciated by the customer and, in fact, according to Qapla’ data over 70% of delivery emails are openedand the tracking pages are reopened up to 17 times until the product is received.
The 41% of consumers they receive notifications about order status changes say be willing to buy again in the same eCommerce. And taking into account that it is estimated that the cost of obtaining a new customer is 5 times higher than that of keeping an existing one, delivery is synonymous with the success or failure of an eCommerce relationship with its customers.
By optimizing customer service with the help of software like this, you can respond quickly, reduce costs and turn the challenge WISMO is a very effective marketing and customer loyalty tool. With them, the cold anonymous messaging, which generates distrust and a much lower opening rate, is thus replaced thanks to a simple “drag & drop” editor that allows you to fully customize these messages prior to delivery with the logo, colors and graphics of the eCommerce.
The consumer continues to be immersed in the brand experience after the purchase, which improves their perception of eCommerce, their predisposition to buy again and to issue a favorable review of it. On the other hand, given their high rate of opening and attention, these messages represent the ideal opportunity to insert calls to action, banners, recommended products, discount coupons, etc. In this way, the merchant can stimulate new sales even before the first order is delivered. Post-shipment marketing software like Qapla’s allow eCommerce to strengthen the bond with their customers and extend it over time with less effort.
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