Gorjana · Supply chain
Where is my order?
Half as many “where is my order?” escalations through the holidays.
- 50% fewer
- WISMO escalations, year over year
- 24 hours
- Fulfillment promise, kept through peak
- +$2
- Per order. The trade-off
The problem
There’s an acronym in e-commerce for the ticket nobody wants: WISMO, for “where is my order?” I joined Gorjana in the middle of a warehouse move, with the holidays coming.
What I did
We switched carriers so that every order had tracking from the label to the doorstep, and we simplified the shipping choices at checkout. That took changes across four platforms: order management, shipping software, the storefront, and the tracking page.
It also cost about $2 more per order. That’s the kind of trade-off you make when brand reputation matters. A better customer experience doesn’t always come with a cost reduction, but it builds trust in the brand (and trust shows up in NPS).
I also automated the returns flow, by turning on returns functionality in the warehouse system and reworking how returns were processed.
What changed
WISMO escalations fell 50% year over year through the holidays. Daily orders went from 600 to 800 up to about 1,200 after Black Friday, and we kept a 24-hour fulfillment promise the whole way. Fewer customers had to follow up with customer care about a return.