Why an Informed Customer is Better For Your Brand

It doesn’t matter what business you’re in — in a world where everyone expects answers and information in real-time, keeping customers in the know is a vital brand-building tool.

“WISMO.”

Whether your brand is e-commerce based or not, it’s an acronym you should be familiar with.

“WISMO,” in the language of a large e-commerce retailer, it stands for “Where is my order?”

It’s the #1 question that’s asked by shoppers the minute they place an order from an e-commerce retailer. Because in 2014, all of us take it for granted that we can track our online orders every step of the way. Nothing is more frustrating than not knowing this information, and consumers won’t hesitate to call or email and ask, “WISMO?” Companies waste lots of money and customer service man-hours if they don’t proactively provide this information up front.

And these days, information helps strengthen brands and their customer relationships. Would you want to order online from a company who couldn’t tell you when your package was shipped, and when it would be delivered?

Information also serves as a competitive advantage even if you’re not in a strictly e-commerce business. Take Uber, for example, much lauded for its disruptive business model and currently valued at $18 billion. I’ve used it and it’s definitely a cooler experience than trying to hail a cab. Part of what makes Uber so powerful is the information it gives its customers that taxi services don’t — their driver’s precise location en route, the driver’s name, car type, and the ability to rate him or her afterward. It’s the ultimate answer to WISMO in a category where that information didn’t previously exist.

How does your brand present information effectively? Before, during and after a sale, there are opportunities to keep customers informed. It could be as simple as regular email or text alerts, a location-aware mobile app, or a series of entertaining videos that answer frequently asked questions about your product or service. This is more than the function of a customer service department: Make a key component of your marketing efforts if it currently isn’t.

It doesn’t matter what business you’re in — in a world where everyone expects answers and information in real-time, keeping customers in the know is a vital brand-building tool. They’ll stop asking questions like “WISMO,” and feel more confident doing business with you in the long term.