WISMO Calls: How to Reduce Them and Boost Last-Mile Efficiency 

WISMO calls continue to pose a problem for businesses that deliver goods because customers and sales representatives now expect real-time order visibility. The evolution of tracking in e-commerce has led businesses to ask, “Why can’t I provide this same experience?” Without proactive communication, customers resort to calling for updates, leading to high volumes of final-mile delivery inbound inquiries. 

Beyond the inconvenience, WISMO calls present significant operational challenges. A lack of transparency can frustrate customers, erode brand loyalty, and increase customer churn. Additionally, these calls require dedicated customer service resources, driving up costs and diverting attention from higher-value tasks. 

According to Cyndi Brandt, VP of Fleet Solutions at Descartes, “Customers can order from multiple sources at similar prices—the true differentiator is now the delivery experience. Companies that prioritize transparency and proactive communication see a direct impact on customer satisfaction and operational efficiency.” 

Several factors contribute to high WISMO call volumes, but the main reason is a lack of proactive tracking and communication. Many businesses still rely on outdated manual processes to update customers about their deliveries. Without real-time visibility into order statuses, customers, sales representatives, and other internal stakeholders are left in the dark. 

Another major contributor is labor constraints. When customers don’t have accurate ETAs, they struggle to allocate resources efficiently. For example: 

• A restaurant chef must know when to expect deliveries to properly manage staff. 
• A convenience store manager must free up a cashier to meet a delivery truck. 
• Job-site managers must ensure high-value materials arrive at the right time to prevent delays. 

In addition, internal sales teams often generate these calls. Without access to accurate tracking data, sales reps frequently call customer service for updates on behalf of their clients, further increasing inbound inquiry volumes. 

Businesses that want to reduce WISMO calls must first understand their frequency and impact. The WISMO rate is a critical metric that helps measure the extent of the problem. It is calculated by dividing the total number of WISMO inquiries by the total number of deliveries over a specific period. 

Tracking this rate allows companies to identify trends, pinpoint inefficiencies, and measure the effectiveness of new strategies. A high WISMO rate often correlates with poor order visibility, inefficient processes, and increased customer frustration. 

“Answering WISMO calls requires human capital,” says Brandt. "If volumes are high, companies either need to increase staff—raising costs—or risk slower response times, which frustrates customers and impacts retention.” 

To significantly reduce WISMO inquiries, businesses must shift from reactive customer service to proactive communication. Implementing the following strategies can help reduce inefficiencies and enhance the customer experience: 

Being proactive about order tracking is the most effective way to reduce WISMO calls. Customers should receive the following timely messages at every stage of the delivery process: 

• Order confirmation: “We’ve received your order.” 
• Scheduled delivery notice: “Your order is scheduled for delivery on [date].” 
• In-transit notification: “Your order is on the truck today.” 
• ETA update: “Your delivery is 10 minutes away.” 
• Delivery confirmation: “Your order has arrived.” 

“Whatever combination of proactive notifications makes sense for a business, the key is consistency and clarity,” Brandt explains. “Providing the right information at the right time minimizes uncertainty and the need for customers to call.” 

Ensuring that deliveries are accurate and efficient is another critical factor. Inaccurate ETAs, misplaced shipments, or unexpected delays contribute to WISMO inquiries. Businesses should focus on: 

• Providing real-time tracking and accurate ETAs. 
• Reducing delivery errors through route optimization. 
• Implementing driver check-ins and proof-of-delivery confirmations. 

“Waiting is expensive,” Brandt notes. “It results in fewer deliveries being made overall. When customers know exactly when their order will arrive, they can optimize their time and resources more effectively.” 

Different customers and stakeholders need different levels of visibility. A highly configurable workflow allows businesses to: 

• Customize notification sequences based on customer type. 
• Provide sales reps with the information they need to reduce internal inquiries. 
• Automate order updates to free up customer service resources. 

“If you use a tool with a highly configurable workflow, you can tailor notifications and tracking to fit your specific business needs,” says Brandt. “This flexibility helps ensure that all stakeholders receive the right information, reducing unnecessary inquiries.” 

WISMO calls are a costly challenge for last-mile businesses, but with the right strategies, reducing inbound inquiries and enhancing customer satisfaction is possible. 

By maintaining continuous communication with customers throughout their order lifecycle, your business can enhance customer satisfaction and simultaneously reduce operational costs. Elevating the last-mile delivery experience through real-time customer engagement sets the stage for lasting success. 

To learn more about how Descartes’ WISMO solutions can help provide your customers the critical information they need, when they need it, contact a solution expert today.