Partnership to deploy tracking solution cuts WISMO inquiries by two thirds

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UK recommerce business, musicMagpie, has partnered with Manchester-based delivery experience platform, Sorted, as it targets significant online growth following a £208m (US$288m) IPO this year.

As part of its growth plans, musicMagpie says it wants to ensure an outstanding service for its customers, giving them an excellent experience at every stage. The retailer was seeking to drive innovation in the final mile, to connect with customers across every touchpoint of the delivery journey. Therefore, an initial trial of Sorted’s React tracking solution was implemented in April 2021 for the ‘return journey’ on the customer trade-in side of its business.

By using the delivery tracking engine, musicMagpie states that it strengthened communication with customers across its digital channels, and improved shipment tracking by providing automated updates and more accurate visibility of the parcel’s journey. Now, customers can self-serve queries and customer service teams can take action to proactively resolve escalations.

This, musicMagpie says, has helped to reduce the number of WISMO (where is my order) inquiries and alleviate the pressure on customer service teams. Since the system was implemented, musicMagpie has seen a 63% drop in these types of queries despite huge online growth and industry-wide challenges during the pandemic. The partnership has been so successful that musicMagpie plans to roll out React further across its store side of the business later this year.

Jonathan Beirne, group head of customer service at musicMagpie, commented, “It’s imperative that we retain the highest quality customer service while our business continues to grow. By listening to feedback and innovating our digital channels, we have been able to strengthen our communication with customers, allowing their queries to be resolved more effectively while alleviating pressure from our own teams. Our partnership with Sorted has been extremely valuable in helping us navigate the challenges we face as a growing online business and we’re looking forward to rolling out further.”


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Lawrence has been covering engineering subjects – with a focus on motorsport technology – since 2007 and has edited and contributed to a variety of international titles. Currently, he is responsible for content across UKI Media & Events' portfolio of websites while also writing for the company's print titles.

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