Instilling Wonder into the Post-Purchase Experience with Wonderment
“Where is my order?” It’s one of the most popular support tickets plaguing today’s DTC brands. Typically, there’s not much a brand can do since shipping issues are out of their control. But, Wonderment is changing that.
Used by DTC brands, such as The Ridge, Three Ships, and Baboon to the Moon, Wonderment proactively identifies stalled packages and shipping issues. Their order tracking and communications platform—which integrates with Klaviyo, Postscript, and Gorgias—allows brands to notify customers about delayed or lost shipments before they write into support.
CEO and co-founder Jess Meher gave us the lowdown on Wonderment’s origin story and how the team is unlocking the post-purchase opportunity.
“It’s one thing to know about a problem. It’s another thing to actually do something with the data.”
The Order Tracking Opportunity
With backgrounds in B2B SaaS, Jess and her co-founder Brian wanted to start an ecommerce company, but they didn’t know what exactly. After spending hours researching, chatting with founders and operators, and understanding their pain points, they noticed a common issue: shipping delays.
DTC brands don’t have visibility or insight into which orders are going wrong.
As a result, customers get frustrated about shipping problems, leading to subscription churn, negative reviews, and extra “Where is my order?” (WISMO) support tickets.
Looking at the current market of solutions, the Wonderment team identified two issues:
- The available solutions are all on the enterprise side. They’re not accessible to SMBs on Shopify.
- They aren’t proactive and action-oriented.
So, Jess and Brian built Wonderment—to flag shipping issues and give brands the ability to build workflows and communication automations around those issues. Now, brands can reach customers before they’re inundated with WISMO support tickets.
“When we talked to founders and operators, we asked them, ‘What’s keeping you up at night?’ And nine times out of ten, they said shipping.”
Reducing Support Costs, Improving the Customer Experience
DTC brands come to Wonderment for the following reasons:
- To reduce WISMO support tickets
- To automate solving around the unique problems carriers pose
CPG brands make up a large portion of Wonderment customers. For those who provide perishable supplies or subscriptions, proactive communication is especially important.
The underlying commonality: All these brands are CX-driven. At their core, they care about the customer.
And with Wonderment, brands can expect to improve:
- Support ticket volume
- Repeat purchase rates
- Positive customer sentiment
Wonderment reduces the volume of “Where is my order?” tickets from 30 to 70%, lowering support cost and burden and improving customer loyalty and retention.
“We give brands the data and the visibility into shipping issues. They get to create all these workflows and different experiences that weren’t possible before.”
The Democratization of Shipping Data
Shipping information is for the carrier. It’s not accessible nor consumer-friendly. Even though shipping delays are out of a brand’s control, they still reflect poorly on a brand.
When a customer places an order on Shopify, they usually receive an email that says, “Your order has shipped.” But, Jess explains it actually hasn’t.
When consumers track their shipments on the carrier’s site, it usually says the carrier is waiting on the shipment or the label has been created. Then, the consumer is confused.
The problem is carriers aren’t technology companies. Their data is actually super messy.
Some carriers provide data while others don’t. A lot of them don’t update their data, or they alter the history. And, how they name events is inconsistent.
So, the Wonderment team is on a mission to democratize shipping data.
They’ve spent a ton of time and resources on normalizing, aggregating, and cleaning up data so that it’s actually useful for consumers.
“Brands need to take control of the post-purchase journey. That way, they can deliver a better and more clear customer experience about when customers should expect their packages.”
Building a Proactive Playbook
All brands experience shipping issues.
Unfortunately, the supply chain isn’t going to be solved overnight. Even with a perfect supply chain, there will always be weather delays or unique situations where packages get lost.
Common mistakes brands make around shipping issues:
- Doing nothing or waiting too long to do something
- Not living the customer experience as their own customer
Today, consumers are expecting more from brands. With the busy holiday season and ongoing supply chain issues, Jess recommends building a more proactive playbook.
“Deliver a better customer experience from day one. Don’t wait until you have customer service issues to do something.”
What’s Next for the Post-Purchase Category
Historically, the post-purchase category has been dominated by loyalty programs. Now, brands are merging retention with acquisition earlier on, and we see new categories emerging like returns.
We’re moving from version one of the Shopify ecosystem, where tools didn’t talk to each other, to more of an open platform, where apps build out collaborative processes that include passing data to each other.
In this new Shopify ecosystem, brands have a more unified view of the customer journey.
“The next generation of DTC brands will be heavily focused on retention and the post-purchase journey more than ever before.”
- What to pledge
- How to improve
- Which tools will set you up for success
I think the most important thing brands can do in 2023 is to better manage their customer data—both ethically and effectively. There’s an opportunity for brands to know their customers better than ever before—a clear benefit for both the customer and the brand. When you manage your data correctly, you’ll create stronger and more personalized ads, creative, site experiences, and so much more.
This is a classic: Let the data guide you. Go where the buyers for your products are and communicate with them on a personal level (i.e. by persona and funnel position) and nurture those relationships (past, present, and future customers). It’s possible—all through data.
We recommend that Shopify brands analyze and update their websites using data-driven decisions. Using analytics tools such as heatmaps and scrollmaps can help brands better understand how customers are interacting with their store.
Store owners tend to make assumptions about the way customers interact with their website. Most never go back and analyze their design choices to find pain points or areas of opportunity. By using heatmaps and scrollmaps, they can see where real customers are clicking and concentrating their attention. Leveraging this data, brands can start to iterate on design and make their online store experience streamlined and intuitive.
Hotjar provides a simple way to implement heatmaps, scrollmaps, and recorded user sessions on your site, helping you acquire incredibly informative user data. Additionally, it gives you the ability to create on-site surveys, which allows you to obtain direct and often critical feedback from users about their experience.
Test various attribution models and analyze the impact on your business. At Fifty Six, we are always here to help our clients identify and optimize their approach—a critical step in any successful marketing strategy.
If I’ve said it once, I’ve said it a million times–Customer Lifetime Value. And even more importantly, Future Lifetime Value (FLTV). With the ever-growing importance of first-party data, it is crucial that brands take a good look at their CRM and FLTV metrics.
OrderlyEmails is our go-to tool for transactional emails. It helps us level up our brands’ email aesthetics with customizable, quick-to-implement Shopify templates.
Lately, I’ve been really interested in Smile.io’s loyalty platform. Their UX is fantastic for teams with low bandwidth!
Stop allocating budgets to low-hanging fruit that doesn’t move the needle on conversion. Think about what’s really going to improve your CX and the return of undertaking different initiatives—not just on what’s top on your list of bugbears on the site!
One of the best ways to understand your customer behavior is by using HotJar. Their heat-mapping and screen recording tools shine a light on where customers are navigating to and from on your site, where they're rage clicking and experiencing frustration, and where conversion is dropping off within real life customer journeys and flows!
Understanding your customers’ pain points via data and analytics , will allow you to work with your CRO/CX Agency to solve customer frustrations and improve conversion.
Rewind backs up all product, customer, and order data for Shopify sites—essential since Shopify itself doesn’t provide this solution. It's saved so many of our clients time and money from administrative accidents.
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33% of customer service inquiries are pre-sale questions. What does this mean? If you’re not investing in customer service, you’re missing out on revenue-generating opportunities.
The benefits of elevating your customer experience:
- 10% to 25% increase in AOV for customers who engage with live chat pre-purchase
- 21x higher conversion rate for customers who reach out via Live Chat or SMS compared to other site visitors
- 87% of customers who have a great customer experience will make another purchase
- 72% of customers share positive experiences with 6 or more individuals
Gorgias is our favorite Helpdesk platform. They can reduce costs by 35%, primarily by decreasing the average ticket handle time. Their machine learning algorithms are trained on millions of ecommerce-related interactions across Gorgias’ customer base and provide accurate, automated replies for the most common ecommerce inquiries. This helps our agents resolve tickets faster, which provides the customer a seamless experience.
Trust your agency! Agencies do the same things across multiple brands and niches, so we see the trends and have the practice and experience!
Don't be afraid of data and insights. If customers aren't clicking on your emails, try a new CTA. If your ads are driving good metrics at a small spend, start scaling. If your customers are complaining about a product, look into QA! If the data tells you something isn't working, let it go and try something else!
I'm supposed to say Tydo, right? 😉
Double down on differentiation. There will be a lot of headwinds this year and standing out from the crowd will set you apart.
A picture is worth 1,000 words. A video? Probably millions. In ecommerce that value translates into engagement, acquisition, and retention—everything you need to impact your bottom line.
At soona, we've seen the we've seen the impact of creative and the continuous split testing of it yield results. Our resolution is to challenge ourselves and double down on innovation and creative optionality so that each brand we work with can distinguish themselves in a crowded sea of D2C ecomm. We'd love to see our brands share this resolution and keep pushing the creative limits.
Klaviyo. We're using it to power our email and newsletter at soona too!
Optimize your returns strategy! This can lead to valuable customer insights, enhanced user experiences, and increased revenue and customer loyalty.
Brands need to dive deeper into understanding their customers to set themselves up for success. Conduct research to gain insights into customer needs, preferences, and behaviors. By doing so, you can develop targeted strategies that will enhance customer experience and boost overall retention.
Right now I would say Gorgias. Having a good customer service tool is crucial to building strong customer relationships.
Start paying heavy attention to data, specifically around retention. We see a lot of effort put towards acquisition with the assumption that once someone buys, they are your customer forever. Instead, get to know your customer, understand their needs, and analyze their behaviors once they are on-site and judge their sentiment after they have visited. Work with a retention focused and data-driven agency to implement tools that contribute to repeat business and customer delight. It will pay dividends.
When surveyed, about 80% of ecommerce merchants think that they are delivering a great experience to their customers. However, when the same customers are surveyed, only 8% of those customers think that they are getting a great experience from the merchant. Now, more than ever, retaining loyal customers is an essential part of any online business and you should spend time with your customers to judge their experience with your website and products and offer improvements based on that feedback.
Tydo's report cards are an essential tool, along with Klaviyo for email and SMS, Recharge for subscriptions and memberships, Okendo for reviews and surveys, Rebuy for AI driven collections and upsells, Loop for self service returns... each tool is great on their own, but their strength as the ultimate tool comes from when they are used together!
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More about the project
Here at Tydo, we try to highlight DTC founders who run their business in various ways. And, that's because there's no "right" way to run a DTC brand.
This project illustrates exactly that. Whether it's how a founder supports their team or how they talk about mental health in the workplace, every founder has a different approach. How do they discover these different approaches? One way: reading. Discover the greatest books that have changed the way 15+ founders think about or operate their business.
You can also listen to these book picks on Spotify or Anchor.fm.