What is WISMR and WISME? And how to reduce WISMR and WISME support tickets

If you want to learn more about WISMR, or 'Where is my return?' support tickets, keep scrolling.

What is WISMR?

As more ecommerce retailers seek to modernize their operations and provide greater customer support, implementing exchange and returns tracking systems has become an integral aspect in reducing WISMR and enhancing overall customer satisfaction rates. But what is WISMR, exactly?

WISMR – which stands for "Where Is My Return?" – and refers to one of the most commonly encountered customer support issues for organizations within the e-Commerce and retail industries. It occurs when a customer ships a return back to the company but hasn't received confirmation of receipt or a refund from the online retailer. Effectively managing returns and exchange tracking systems has become essential for businesses seeking to reduce WISMR instances and greatly improve customer satisfaction.

Returns tracking – which is a critical component in mitigating WISMR – involves a streamlined process that enables customers to initiate return quests and track the progress of those returns. With returns tracking, brands can more accurately monitor the movement of returned items and ensure that they reach their intended destination promptly and without issue. Additionally, these tracking systems can provide real-time updates for customers as well, keeping them informed about the status of their returns.

Exchange tracking can complement returns tracking by helping facilitate smoother item exchanges. When customers receive a wrong item or are missing items from their order, they can choose to initiate an exchange request. With an exchange tracking system in place, a business can efficiently manage the entire exchange process to ensure that the correct products are dispatched and received by the customer(s). Tracking systems may also provide end-to-end visibility, allowing both customers and businesses to monitor the progress of the exchange throughout each step until its completion.

Returns and exchange tracking systems benefit the customer by providing transparency throughout the process and this creates value for the online retailer who experiences less customer support tickets related to these common issues.

What is WISME?

So we’ve covered some of the basic concepts associated with WISMR, but what is WISME? WISME is an acronym that stands for “Where Is My Exchange?” The term is generally used to describe a customer support inquiry regarding the status and/or whereabouts of an exchanged item in a retail or e-commerce transaction.

Customers who initiate a product exchange instead of a simple return are often interested in tracking the process of that exchange to ensure that their transaction is completed successfully. They likely want to know the current status of their exchanged item, including information about whether or not it has been shipped, the expected delivery date, or any delays or issues throughout the process.

As such, exchange tracking systems can play a major role in addressing WISME inquiries. These systems have several features which enable customers to see real-time updates about the progress of their exchange. Business organizations can provide customers with accurate updates on the location and status of their exchanged item(s), allowing for much higher customer satisfaction levels. This amount of transparency and proactive communication can significantly reduce WISME inquiries as customers can independently track the progress of their exchange without having to contact customer support.

Moreover, exchange tracking systems help contribute to overall customer satisfaction by providing a seamless experience. Customers feel more informed and reassured when they have access to the status of their exchange. This results in a positive impression of the business’s customer support prowess.

In an era where customers have numerous options and alternatives, delivering outstanding customer service is crucial for ecommerce retailers to differentiate themselves and foster greater customer loyalty. By integrating exchange tracking systems into their operations, businesses can streamline the exchange process, minimize errors, and enhance efficiency across the board.

Eliminate WISMR and WISME with Branded Returns and Exchange Tracking

One of the most powerful ways to level up your ecommerce brand, especially in the crowded Shopify space, is to leverage branded order tracking that integrates with your returns and exchange platform. Branded order tracking platforms enable Shopify brands and online retailers to send consumers through a fully branded post-purchase experience that starts right after the "buy" button. Once an order is confirmed, post-purchase notifications through email and SMS begin, and they all point to a branded order tracking page (instead of an ugly carrier page). With integrated returns and exchanges, consumers can initiate returns or exchanges directly from their post purchase email and sms notifications.

Not only is the returns and exchange process visible during the order tracking process, but ecommerce brands can also create email and sms flows that keep consumers informed throughout the entire returns or exchange tracking process. This dramatically eliminates WISMR and WISME customer support tickets.


We’ve touched on WISMR; we’ve elucidated WISME; now, what is WISMO? WISMO is another helpful acronym that stands for “Where Is My Order” – this common type of customer support ticket arises when customers are inquiring about the status and/or location of their order(s). WISMO is one of the most widespread customer support requests for online retailers. Many customers will reach out to businesses seeking information regarding the delivery process, expected arrival date, or any potential delays. To address these concerns, branded order tracking systems have emerged as one of the most valuable tools to help reduce WISMO instances while improving customer satisfaction.

Branded order tracking – which we’ll discuss in more detail in the next section – offers customers a seamless, transparent way to track their orders throughout the fulfillment process. It allows customers to access real-time updates on their orders, including shipping status, tracking numbers, estimated delivery dates, and more. Implementing a robust order tracking system empowers businesses to proactively address WISMO inquiries and reduce the need for customers to contact support for order status updates.

Order tracking systems provide a wide array of benefits to customers and businesses alike. They give customers more visibility and control over their orders, empowering them to track their packages at their convenience. By clicking through post-purchase notifications dedicated to their order or simply entering their order details or tracking information into the tracking system, customers can access comprehensive information about their shipment’s status and whereabouts. And businesses reap the benefits by freeing up customer support personnel and enhancing the customers’ experience.

By automating the tracking process, businesses can allocate fewer resources to manually addressing customer inquiries. This means that customer service teams can spend more time with customers who may need more assistance than checking the status of an order. Customers also appreciate the transparency and convenience of order tracking systems, as they can stay informed and engaged throughout the delivery process without having to speak to someone directly. This can foster greater trust and confidence in the business, leading to increases in customer loyalty and more positive brand experiences.

Branded Order Tracking

For retail and e-commerce business organizations, branded order tracking has become an integral part of the customer experience. The process involves providing customers with a personalized and cohesive tracking experience with post-purchase notifications via email and/or SMS. When implementing an effective, easy-to-use branded order tracking system, businesses enhance customer satisfaction, build brand loyalty, and reduce support inquiries and wait times.

Branded tracking pages are dedicated web pages that allow customers to track the status of their orders on a beautifully-customized that accurately reflects the brand’s identity. These pages can provide a seamless tracking experience by incorporating the business’s logo, colors, and overall design aesthetics. Moreover, they can display product recommendations, product education, quizzes and more, based on the goals and tech stack of the online retailer. These types of pages offer customers a consistent brand experience from the moment they make a purchase until their order is fulfilled and delivered.

Utilizing branded tracking pages can help business organizations reinforce their brand image and create a sense of trust. Many customers appreciate the familiarity and recognition associated with the brand’s visual identity, which can enhance their overall perception of the company. This not only contributes to greater customer satisfaction levels but also serves as a powerful marketing opportunity – where customers can buy more and provide brands with more 1st-party data by interacting with other elements of their tech stack that are integrated on the tracking pages.

If a customer wants to access real-time updates on the status or location of their order, all they have to do is access the branded tracking page. Then, after entering their order details or tracking numbers, customers can access information like shipping carrier, estimated delivery time, and general tracking history. This level of transparency and self-service capability empowers customers, reducing their reliance on customer support personnel and saving valuable time and resources.

In addition to branded tracking pages, post-purchase notifications via email and/or SMS are instrumental in providing customers with timely updates and relevant information about the status of their orders. These notifications serve as proactive communication tools that help keep customers informed throughout the order fulfillment process. They also serve as evidence that customers’ purchases are important to the organization.

Post-purchase email notifications are a great way to provide order confirmations, shipping confirmations, and other delivery notifications. These transactional emails can be customized to include company branding like the business’s logo, colors, and tailored messaging in order to maintain brand consistency. Email notifications not only inform customers about the progress of their orders, but they also offer opportunities for upselling, cross-selling, or sharing personalized promotions to drive repeat business.

Post purchase SMS notifications, on the other hand, provide instant and concise updates directly to a customer’s mobile device. These types of messages can be especially effective in conveying critical information like shipping updates and expected delivery windows. SMS notifications can also include short, branded links that direct customers to the branded tracking pages for more detailed tracking information.

Both email and SMS post-purchase notifications play crucial roles in reducing customer support inquiries by addressing potential WISMO, WISMR and WISME concerns from the onset. By proactively communicating with customers and providing all the information they need, businesses can minimize the need for customers to reach out regarding order status updates.

Furthermore, these notifications serve as touch points for customer engagement and retention. By maintaining regular communication with customers throughout the order fulfillment journey, businesses can foster more positive relationships and demonstrate their commitment to providing exceptional customer service. This can yield greater customer loyalty and encourage repeat purchases.

Want to keep learning? Check out these related resources...


Having the returns and exchange process integrated with our Malomo order tracking page has been a game-changer for SuitShop’s post-purchase experience. This integration has given us the opportunity to decrease customer service tickets and increase customer satisfaction.

Katy Eriks, Director of Customer Experience

Want to explore how you can reduce WISMR for your brand?

Chat with our team to learn how you can enhance your order, return, and exchange tracking.