Short for 'Where is my order?' - the shipping-status enquiry that dominates every DTC support queue. WISMO runs 30-40% of all tickets, which makes it the first thing to automate: it is pure data retrieval and should rarely reach a human. The fix is a branded tracking page (Malomo, Wonderment, AfterShip) plus proactive shipping updates by email and SMS, so customers get the answer before they ask. Founders who staff up support before automating WISMO are paying humans to read out tracking numbers. A spike in WISMO tickets is also an operations signal - shipping delays and 3PL errors show up here first, so flag it immediately.
Benchmark. Expect WISMO at 30-40% of ticket volume before you act, and materially less after. A branded tracking page with proactive updates drops WISMO tickets 40-60% immediately - if yours has not, the tracking experience is not doing its job.