Interview: Mastering the Customer Experience from Purchase to Delivery

We sat down for an in-depth conversation about what defines an optimal customer experience, how retailers can reduce WISMO (Where Is My Order?) requests, and why delivery is the most emotionally significant part of the customer journey.

Good Customer Experience Helps Build Loyalty

What is an optimal customer experience?

The customer should receive equivalent support online as they would in physical retail environments. The entire purchasing journey must remain pleasant and comfortable, with retailers accompanying customers throughout. Communication shouldn't terminate after ordering -- this marks when the most crucial phase begins: awaiting delivery.

Optimal experiences require proactive retailer communication via branded emails and integrated tracking pages, delivering superior shopping experiences, eliminating delivery confusion, and critically, increasing retention and loyalty.

How do retailers master the entire customer experience?

Retailers must prioritize customer needs at each journey stage. Many overlook that the experience extends beyond purchase placement. This represents a continuous cycle -- when customers repurchase, it recommences. Consistent care throughout ensures repeat orders.

Retailers should evaluate their complete customer journey, identifying gaps requiring attention. Most frequently, gaps emerge post-purchase, when communication typically ceases.

Processing WISMO Requests

What are WISMO requests?

WISMO (Where Is My Order?) encompasses customer service inquiries regarding parcel tracking or package location. Customers seek location and arrival information. Unable to locate these details, they contact customer service, significantly increasing support volume -- often unnecessarily.

How should retailers respond?

The primary objective involves minimizing WISMO requests, ideally eliminating them entirely. Though unavoidable sometimes, taking requests seriously remains essential. Customers worry about timely delivery; mishandled concerns or dismissive responses drive customers toward competitors.

Delivery: The Most Important Part of the Customer Journey

Delivery represents the most emotionally charged customer journey component. Customers anticipate new shoes, last-minute birthday gifts, or essential medicines -- nothing can falter here. Online retailers must proactively communicate shipping status continuously, maintaining constant order information updates.

During coronavirus-related logistics challenges, customers increasingly tracked order status. Providing requested information prevents unnecessary customer service contacts, which businesses aim to minimize.

Real Results from Implementation

The results speak for themselves. During coronavirus lockdowns, IKEA Italy implemented the solution and immediately experienced a 25% decrease in customer inquiries. Additional clients including Lidl and MediaMarkt witnessed substantial post-implementation sales increases -- MediaMarkt generated 1.5 million euros in additional December sales following implementation.

The message is clear: retailers who invest in proactive, branded post-purchase communication see measurable improvements in customer satisfaction, reduced support costs, and increased revenue. The post-purchase experience is not optional -- it's a competitive necessity.