Every WISMO call your team answers is like burning a five-dollar bill just to tell someone what their phone already knows.
You have built a great brand, but your high-paid support team is stuck repeating order numbers all day long.
It feels like you are paying for a premium crew just to do basic data entry over the phone.
But there is a fix.
This guide will go over how to automate your WISMO phone calls.
First, we look at why these calls drain your profits.
Then, we show you how to automate them with AI.
Editor’s note: Want to hear some sample support calls made for your Shopify store?
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What are WISMO calls and why do they matter?
What exactly is a WISMO call? It is any time a customer reaches out by phone, email, or chat to ask about their order status after they have paid.
It seems simple, but it often points to a bigger problem. For many eCommerce brands, these questions can make up up to 50% of all customer service inquiries.
They are usually triggered by a few common issues:
- Unexpected shipping delays that are not communicated proactively.
- Tracking information that is outdated, hard to find, or just plain confusing.
- Vague delivery estimates from checkout that do not match up with reality.
Today’s customers expect more. A recent survey showed that 69% of online shoppers consider real-time order tracking a must-have.
If they have to hunt for information about their package, they see it as a service failure. Fixing the WISMO problem is about meeting a basic customer expectation.
The real cost of WISMO calls
Dealing with a flood of WISMO calls is more than just a headache for your team. It has real, negative effects on your budget, customer loyalty, and brand image. Let’s look at what these calls are actually costing you.
The financial drain on your support team
Every call your team answers costs money. Industry benchmarks show that a single live agent interaction to answer a WISMO question can cost as much as $6.
That might not seem like much, but it adds up fast.
If a mid-sized store gets 100 WISMO calls a week, that’s $600 a week, or over $31,200 a year, just to answer the same question. That is money that could be going toward marketing, product development, or other growth areas.
This is where automation can make a huge difference. An AI phone agent can handle these calls for a tiny fraction of the cost.
For instance, the average cost per call with the AI agent Seth from Ringly.io is about $0.38. That is a potential 83% savings, turning a major expense into an efficient process.
Impact on customer loyalty
The experience a customer has after they buy is just as important as the one they have before.
When someone has to contact you about their order, it creates friction and anxiety during what should be an exciting time.
Research shows that 44% of US consumers will stop shopping with a brand after just one bad service experience.
Making a customer call for a simple status update can easily count as a "bad experience." People expect instant, self-serve information, and when they do not get it, they feel their time is not valued.
Damage to brand reputation
Frustrated customers talk. They share their experiences on social media, in reviews, and with friends.
Shipping and delivery problems are common topics for negative reviews, and a reputation for poor communication after a sale can be really damaging.
These public complaints can scare away new customers. A pattern of feedback like "I could not find my order" or "customer service was slow" signals that your operation might be unreliable.
Over time, failing to manage WISMO inquiries does not just cost you money; it chips away at the trust you have built.
Common methods for managing WISMO inquiries
Most businesses know WISMO is a problem and have tried different tools to fix it. While these methods can help, they all have limitations and do not fully solve the issue.
Self-service online tracking pages
These are branded pages on your site where a customer can enter their order number to see the latest tracking status.
They are a good first step because they empower customers and keep them on your website.
A limitation is that it is a passive solution. The customer still has to do all the work: find the page, dig up their order number, and try to make sense of the tracking info.
If the status is unclear ("in transit" for five days straight), they will probably just call you anyway.
Proactive email and SMS notifications
These are automated messages sent at key delivery points, like "Order Shipped" or "Out for Delivery."
Proactive communication is great because it keeps customers in the loop and can prevent some calls from happening in the first place.
The limitation here is that it is one-way communication. A customer cannot reply to an SMS to ask a follow-up question or start a return.
They have to start a whole new conversation, which usually means picking up the phone.
Basic IVR systems and chatbots
An Interactive Voice Response (IVR) is that classic automated phone menu ("Press 1 for sales..."). Basic chatbots give simple, pre-programmed answers in a chat window. They can handle some basic questions 24/7, which is helpful.
However, these systems can have limitations. IVRs often use rigid menus, and some systems may struggle with natural language. If a customer asks, "My coat arrived but my shoes did not, where are they?" a basic bot might not understand.
This usually leads to the customer trying to talk to a person, which defeats the purpose of the automation.
A guide to automating WISMO calls with an AI phone agent
While the methods above are better than nothing, they do not truly solve the WISMO problem.
To reduce these calls and offer a better experience, you need something that is conversational, integrated, and smart. Here’s how an AI phone agent does it.
Move beyond IVR with conversational AI
An AI phone agent operates differently from a traditional IVR. Instead of a rigid menu, it uses Natural Language Processing (NLP) to understand what a caller is actually saying, no matter how they word it.
It can have a normal, back-and-forth conversation.
This means a customer can call and say, "Hey, just checking on my recent order," and the AI understands.
It can then ask for an order number, provide the update, and even answer follow-up questions like, "Okay, and when is it supposed to get here?" It keeps track of the conversation, making the experience feel smooth and natural.
Connect directly with Shopify for real-time data
The real power comes from giving the AI agent access to real-time data. To give accurate answers, it needs to be connected to your eCommerce platform.
This is where solutions like Ringly.io can be effective, as they are built specifically for Shopify.
An AI agent like Seth can be connected to your store in just three minutes.
Once it is linked, it has instant access to order history, tracking details, and customer data. This allows for some really clever interactions.
For example, if a customer calls from a number linked to an order, Seth can pull up their details and ask, "Are you calling about order #12345?" before they even say a word.
Handle complex scenarios with automation
A good AI phone agent can do more than just answer "where is my package?" Because it is connected to your store data and policies, it can manage a range of related questions in the same call.
For instance, if an order is marked as delivered but the customer cannot find it, the AI can check the delivery details, confirm the address, and then guide them through the next steps based on your store's policy.
It can also handle questions about split shipments, start a return or exchange, and answer policy questions without needing a human.
Of course, some calls still need a human touch. For sensitive or tricky issues, the AI is trained to hand off the call smoothly.
The AI agent Seth from Ringly.io is designed to detect when a caller is angry or when it gets a question it cannot answer. In those moments, it can seamlessly transfer the call to a human agent with all the context, so the customer does not have to repeat everything.
WISMO calls are more than a small nuisance; they are a major drain on your resources and a source of friction for your customers. Traditional fixes like tracking pages and automated emails help, but they do not fully solve the problem.
They just do not meet modern expectations for instant, easy support.
True automation with a conversational AI phone agent offers a complete solution. By connecting directly with your store data, understanding natural language, and handling complex situations 24/7, an AI agent can effectively eliminate WISMO calls.
This frees up your team to focus on building relationships and solving bigger problems, all while saving money and making customers happier.
Ready to eliminate WISMO calls for good?
Your support team should be focused on high-impact work, not answering the same order questions all day. With Ringly.io, you can launch a dedicated AI phone rep for your Shopify store in about three minutes.
Seth, our AI agent, resolves an average of 73% of support calls, answering order status questions, handling returns, and more, so your team does not have to.
Best of all, you pay nothing until Seth resolves at least 60% of your calls.
Start your free trial today and see how easy it is to automate WISMO calls.
Frequently Asked Questions
What's the main benefit of automating WISMO calls?
The biggest benefit is freeing up your support team. Instead of answering the same "Where is my order?" question all day, they can focus on more complex issues that build customer relationships. It also cuts down on support costs significantly.
How quickly can I set up an AI phone agent?
Setup times can be very fast. For Shopify stores, an AI agent like Ringly.io's Seth can be connected and ready to take calls in about three minutes.
Will customers get frustrated talking to an AI for order updates?
Modern conversational AI is designed to understand natural language, so customers can speak normally. It provides instant, accurate answers 24/7, which can be faster and more convenient than waiting for a human agent. For example, Seth from Ringly.io is built for this purpose.
Can an AI phone agent transfer calls to my team?
Yes. An AI can be trained to recognize when a caller is upset or has a problem it can't solve. In those cases, it can smoothly transfer the call to a human agent on your team, providing them with the context of the conversation.
What platforms are required for an AI phone agent to work?
An effective AI agent needs to integrate with your e-commerce platform. For example, Ringly.io is built with a deep integration for Shopify, allowing the AI to access real-time order and tracking information to give customers accurate updates.
How much does it cost to automate WISMO calls?
The cost is typically much lower than using live agents. For example, a call handled by an AI agent from a service like Ringly.io can cost around $0.38, compared to an industry average of $6 for a live agent. Different plans are usually available, and many services offer a free trial.
