‘Where’s my order?’ (WISMO) or ‘where’s my return’ (WISMR) are some of the most common questions that customers need brands’ help to answer. Customers want retailers to tell them the status of an order or return immediately and on their channel of choice. Managed well, it can help drive loyalty and repeat business. But managed poorly, it can strain relationships, tarnish experience and damage brand reputation – and even cause customers to abandon sales altogether. Not every brand is equipped to deliver. How can retailers adapt to make sure they’re ahead of the pack?