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~ Welcome ~

FOREWORD

Providing high-level assistance in the key process
Previously, customers contacted Customer Care in case of
unexpected events or delays in delivery. Nowadays, many
companies choose to automatically send communications on the
shipment status, with great satisfaction from the buyer.
All tracking-related requests received by support are called
WISMO (“Where is my order”) and can make up more than
half of the total number.

Implementing a system that sends notifications or updates a
tracking page in real-time reduces the WISMO rate by more
than 50%, allowing operators to focus on more value-added
activities.

Prioritising customised tracking experience in e-commerce
strategies
Delivery status emails have an incredibly high opening rate.
TRACKING ASSISTANCE IS THE NEW According to data collected by the Qapla’ management platform,
CORE DIFFERENTIATION STRATEGY it’s over 70% on average.
FOR E-COMMERCE
Knowing the status of a shipment is a real need for the buyer.
aking care of the last mile – from order fulfilment As many as 88% of consumers say that receiving real-time
to delivery – is no longer an option, as it notifications about tracking is very important (Dropoff, 2018),
Tdeeply affects what buyers think. According but 87% say they have not received proactive assistance (Gartner,
to an Edelman Trust Barometer survey, 84% of global 2020).
interviewees expect brands to be a trusted source of
information, partially due to the pandemic surge in Many Customer Experience leaders are investing in platforms
fake news and declining trust in mainstream media that centralise customer data (53%, according to Pega, 2020). It
and governments. Managing Tracking Assistance in is possible to keep track of all precious international shipments
the best possible way brings many benefits to brand data and reduce the work pressure on Customer Service
reputation – 60.7% of users want support directly from (-40% ticket handling time), thanks to constant technological
the e-commerce site they bought from and not from the innovation from software like Qapla’.
courier or other services (Human Highway).
Everyone likes customisation. By sending branded, customer-
The new standard for online consumers’ expectations targeted communications for every order status, you can also do
Over the last few years, consumer standards have risen a lot. promotion, up-selling, and cross-selling in a context where it is
They expect quality products or services that are faithful to their appreciated.
description, and above all, they want fast (and free) shipping and According to “Proactive Customer Service” research (Gartner,
assistance that solves problems and doubts in the shortest time Sept. 2020), this kind of service, where present, was rated as
possible. valuable 85% of the time.

Today, the delivery experience is essential for e-commerce It might seem like a small step for an e-commerce platform,
customers – 88% of e-Shoppers decide not to buy again from a but it’s a giant leap in understanding the change in the mindset
website after a negative experience (Reve Chat, 2020). of consumers if we want to retain them, especially with cross-
In this final stage, it is possible to use all the new available border (and cross-carrier) e-commerce.
touchpoints to communicate better, and innovative technologies
that facilitate the seller’s work, such as Customer Management Live long and prosper!
Software, can also be applied to them.
Mauro Maltagliati, CSO, Qapla’

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