拥有跟踪：让客户了解情况并降低支持成本

Keep customers informed and support costs down Why Tracking matters This guide is the second in our three-part practical series focused on the criticalpost-purchase moments that shape customer experience and business growth.Together, Checkout, Tracking, and Returns form theMoments That Matter— high-impact touchpoints that determine whether a shopper becomes a loyal customeror a one-time buyer. That makes tracking a powerful moment forre-engagement. Smart retailersuse it to bring customers back to their site while they’re still excited about theirpurchase. It’s also a valuable tool for inbox reputation. Email providers track userbehavior, and if your delivery emails get opened and clicked, it tells the algorithmyou’re a trusted sender — which improves deliverability across all future sends,including your campaigns. In this installment, we focus on Tracking: the moment after purchase wherereassurance matters most. Customers want to know their order is on the way. Ifthey’re left in the dark, trust erodes and before you know it, support costs rise.This is your chance to stay ahead of the question:“Where is my order?” Retailers likeQUIZ, using branded tracking with nShift, have seenclick-throughrates up to 5x higherthan standard email campaigns. It’s not just aboutreducing friction — it’s about turning a routine update into a branded, high-performing moment. But tracking isn’t just about logistics and reducing WISMO tickets. It’s also one ofthe most overlooked engagement opportunities in ecommerce. Customersare far more likely to open delivery updates than traditional marketing emails.Why? Because these are messages they actively want. In this guide, we’ll show you how to: •Keep customers informed automatically and proactively•Cut WISMO tickets and support costs•Use tracking as a branded experience that builds trust Let’s explore how to take control of the post-purchase experience and ownyour tracking. The cost ofuncertainty The moment an order is placed, the clock starts ticking in the customer’s mind. There’s often ananxious “silence gap” right after checkout where the customer wonders:Did everything go through?When will my package ship?If a retailer doesn’t fill that silence with information, the customer will fill itwith doubt. It’s no surprise that the most common customer service question in e-commerce is, “Where ismy order?” – often abbreviated as the dreadedWISMO. This valid question carries a real cost forbusinesses. Customer service benchmarking shows each“Where is my order?”call or email costs€12on average to handle¹. Multiply that by hundreds or thousands of such contacts, and the cost ofpreventable WISMO inquiries quickly snowball into the five or six figures, eating away at margins. And that’s just the hard cost. It doesn’t count theloyalty costof a customer’s frustration if they feelabandoned post-purchase. Brand the tracking experience The antidote to WISMO: proactive communication Equally important is how you deliver those tracking updates. It’s not just aboutsending a generic email with a tracking number that leads to a plain courierwebpage. Instead of bouncing customers to a third-party site, smart retailersbring the tracking journey into their own ecosystem – for example, a trackingpage or mobile app screen that carries your logo, brand colors, and voice. The best brands don’t wait for the customer to ask where their order is – theypreempt the question. As soon as an order is confirmed, they tell the customerwhat’s happening at each step:order received, processed, dispatched with carrier,out for delivery, and delivered. If there’s a delay or exception, they inform thecustomerbeforeit becomes a problem, often with a new expected delivery timeand an apology or small courtesy gesture if needed. This way, even while the order is in the carrier’s hands, the customer still feelslike they are interacting with your brand. Some retailers embed a live mapor order timeline on their tracking page, along with personalized productrecommendations or content to keep the customer engaged while they wait. And it works. According to expert insights, when customers are proactivelyinformed about a delay,98% do not contact customer service at all. Putsimply: retailers that don’t communicate proactively are losing money everymonth in avoidable support costs. And let’s not forgetusability. Beyond branding, customers shouldn’t be forcedto copy/paste or retype tracking numbers into third-party systems, especiallywhen there’s no proactive communication to begin with. That kind of friction onlycompounds their frustration. This steady flow of updates fills the silence gap with reassurance. It dramaticallyreduces the need for the customer to seek information themselves, cutting downthose costly support calls. In fact, simply sending regular status updates canreduce “Where is my order?” calls by up to 50–60%². Done right,good tracking doubles as marketing On the flip side,poor tracking can genuinely